What is Marketing? (Chapter 4)

Part One
Marketing
and Its
Environment


4
Social Responsibility and
Ethics in Marketing

Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook

, Chapter Learning Objectives
• To understand the concept and dimensions of
social responsibility
• To define and describe the importance of
marketing ethics
• To become familiar with ways to improve ethical
decisions in marketing
• To understand the role of social responsibility
and ethics in improving marketing performance




Copyright © Houghton Mifflin Company. All rights reserved. 4–2

, Chapter Outline
• The Nature of Social Responsibility
• The Nature of Ethics
• Social Responsibility




Copyright © Houghton Mifflin Company. All rights reserved. 4–3

, The Nature of Social Responsibility
• The Dimensions of Social Responsibility
– Marketing citizenship
• Fulfilling the economic, legal, ethical, and philanthropic
social responsibilities expected by stakeholders
– Stakeholders
• Constituents who have a “stake” or claim in some aspect
of the company’s products, operations, markets, industry,
and outcomes




Copyright © Houghton Mifflin Company. All rights reserved. 4–4