3. TREYresearch
GREATER
PURPOSE
The first key objective is the
recognition of marketing's
greater purpose. Once
business realize there is more
to it than making profits, the
marketers must find their
purpose in society such as
environmental, employment
opportunities, charitable
opportunities etc. This will
result in improvement for
outcomes and for those
involved.
For instance, this company Unpaste Zero Waste
Toothpaste Tablets claims to be environmentally
friendly by eliminating the waste that standardly
comes with toothpaste. The bag is made from
100% recycled materials and the tooth tabs just
dissolve in your mouth and your ready to brush
4. TREYresearch
CONSIDERATIO
N OF
STAKEHOLDER
S
• Conscious marketers also must
consider how their actions will
affect potential stakeholders. This
also includes customers past, and
current, employees and their
families, supply chain partners,
government agencies, the
environment, and the community.
• The goal is to service as many
stockholders as possible in order
to avoid damage on others. By
considering how their actions
affect these groups, through
conscious marketing, they are
able to maximize the benefit for
the largest number of
stakeholders.
5. TREYresearch
CONSCIOUS LEADERSHIP AND CORPORATE
CULTURE
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Having this approach in marketing
implies that the firm's leaders are
also dedicated to being conscious
with all aspects of the busines. The
resulting conscious culture remains
dedicated to the notion that the
choices the firm makes, reflects its
consideration to its stakeholders.
Which is also in line with its higher
purpose.
6. TREYresearch
CORPORATE SOCIAL
RESPONSIBILITY
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Corporate social
responsibility is not
required by any
means but are
considered essential
by customers and
stakeholders in
todays society.
This is referred to as
triple bottom line- A
means to measure
performance
according to
economic,
Common examples may be:
• Volunteer work for the
community
• Donations and support
for no-profit
organizations
• Supporting organizations
that provide information
to consumer.
• Guaranteeing fair wages
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ETHICAL VS
UNETHICAL
In marketing, managers are
faced with choices to made
that is ultimately beneficial in
the short run and long run.
However conscious marketing
is key to make sure that it is
also beneficial to society.
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MA's Statement of Ethics
indicates that the basic ethical
values marketers should aspire
to are honesty, responsibility,
fairness, respect, transparency
and citizenship
8. TREYresearch
1. Identify Issues (Step 1)
- First, firms can include ethics and
social responsibility in their
corporate mission.
2. Gather information and identify
stakeholders (Step 2)
- Identify all relevant stakeholders
and get their input.
3. Brainstorm and Evaluate
Alternatives (Step 3)
- Third, firms can model their ethical
policies after a well-established code
of ethics like the one provided by the
American Marketing Association.
4. Take Action (Step 4)
Fourth, when making ethically
sensitive decisions, firms can utilize
a metric such as the ethical decision-
making metric
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INTEGRATION OF
ETHICS &
MARKETING
STRATEGY
1. Planning Phase
- The mission or vision statement sets the overall ethical
tone for planning.
- Example: Burt's Bees' Mission Statement reads: 'to
create natural, earth-friendly personal care products
formulated to help you maximize your wellbeing and
that of the world around you'.
2. Implementation Phase
- When considering their marketing strategy, firms
should ask not only "can we implement a certain policy?"
but also "should we do it?"
3. Control Phase
- Finally, in the control phase, marketers must determine
whether they truly have acted in an ethical and socially
responsible manner. If not, they should make changes to ADD A FOOTER 9
10. TREYresearch
AND THAT IS ALL ON
CONSCIOUS
MARKETING;
CORPORATE SOCIAL
RESPONSIBILITY
AND ETHICS
10
Thank you,
Reahgan Julian
