This document discusses conscious marketing, corporate social responsibility, and ethics. It defines conscious marketing as having recognition of marketing's greater purpose beyond profit, consideration of stakeholders, conscious leadership creating a positive culture, and ethically based decision making. It outlines different types of ethics and explains marketing's greater purpose involves corporate social responsibility and triple bottom line of economic, social and environmental performance. It identifies key stakeholders and how to integrate conscious marketing throughout a firm via the planning, implementation and control phases. Finally, it discusses marketing ethics as an important conscious marketing principle and provides a framework for ethical decision making.

1. Conscious
Marketing,
Corporate Social
Responsibility, and
Ethics
Chapter 4

2. Conscious Marketing
1. Recognition of marketing’s greater purpose.
This is recognized when a company has realized a bigger purpose than just making a
profit.
1. Consideration of stakeholders and their interdependence.
This is when companies keep in mind what their actions will do to the stakeholders,
or the people who can be affected by companies actions. This can mean new or old
customers and employees.
1. The presence of conscious leadership, creating a corporate culture.
This is when a company holds everyone to the same set of standards. This helps keep
employees happy as well as new customers.
1. The understanding that decisions are ethically based.
This is the understanding that companies make decisions on good marketing ethics.

3. Different Types of Ethics
1. Business Ethics - helps you decide what to do in a business setting.
2. Marketing Ethics - focuses on helping make decisions in a marketing standpoint that
could affect things at a global, individual, and societal.

4. A company must keep its shareholders and stakeholders in mind.
Marketing’s Greater Purpose

5. Marketing’s Greater Purpose
Corporate social responsibility - companies have a responsibility not just to the economic
and legal duties but to society.
Triple bottom line – Economic, social, and environmental performance.

6. The Stakeholders of Conscious Marketing
1. Employees - companies are required to make working conditions safe as the base responsibility.
2. Customers - companies need to keep in mind what the current and future customers might need
or want in the future.
3. Marketplace - companies need to follow the trends and changes in the marketplace to stay
relevant and continue to gain customers.
4. Society - companies need to help communities and the physical environment to gain a broad
range of customers.
5. Environment - this is a category for sustainability, companies must do better for the environment
to allow the world to continue in a healthy way.

7. Integrating Conscious Marketing Throughout
the Firm :Leadership and Culture
To integrate you can start with the marketing plan.
1. Planning phase
2. Implementation phase
3. Control phase

8. Planning Phase In this phase you could start adding in eco
conscious statements into the vision of the
project.
In the book they use Burt Bees as an
example. Their mission statement is to
“create natural, Earth-friendly personal care
products formulated to help you maximize
your well-being and that of the world
around you.”
This mission statement really lets you
know what they are working towards as a
company and what should always be kept
in mind when working on a new product.

9. Implementation
Phase
In this phase a company must look at how
they are going to provide the 4 P’s to
customers and what marketing mix they
want to market for.
In the book Tom’s shoes are an example of
a way to allow people to shop for new
shoes without making them feel bad for
buying new. Tom’s sends a pair of shoes to
a person in need for every shoe that is
purchased. This allows customers to feel
like they have done a good deed.

10. Control Phase In this phase a company needs to keep in
mind new technologies and new markets.
This is a time to make sure everything in the
planning phase worked and the company
kept to the vision and mission statement.
With this phase things might need to shift
to accommodate the changes that happen
in markets and technologies. Having an
emergency plan set up in this phase is of
most importance.

11. Marketing Ethics as a Conscious Marketing
Principle
When making a decision the person or company in charge of the decision must keep in mind
their personal beliefs as well as the consumer and stakeholders beliefs. It is very hard to
make ethical decisions but making them can help your company grow and miss a lot of legal
problems in the future.
An example of bad ethics is Volkswagon they chose to put an emissions regulator in the
computer of the car and make it seem like it was not putting out as much as it actually way.
They lost a lot of money to multiple lawsuits when they could have just been ethical and
made their cars have less emissions or put what they actually emitted on them.

12. A Framework for Ethical Decision Making
Step 1: Identify Issues
This step is to look at what’s going on and figure out what is not working.
Step 2: Gather Information and Identify Stakeholders
This is the step where you figure out legal, facts, and the ethical issues that are
going on.
Step 3: Brainstorm and Evaluate Alternatives
This step is when you get everyone one that is important in the decision making process
and you figure out what you are going to do instead.
Step 4: Choose a Course of Action
In this step a company looks at the options they have and they choose the option they
think is the best for what they need.