MKT600 Marketing Module: Socially Responsible Marketing Presentation

This presentation, created for a Marketing course (MKT600), delves into the multifaceted realm of socially responsible marketing. It begins by defining the core principles and ethical considerations, focusing on both the social and environmental impacts of marketing practices. The presentation explores several critical issues, including negative advertising, the use of women in marketing, racism-related issues, and marketing strategies targeting children. It also examines environmentally responsible marketing, analyzing challenges such as a lack of patience, green marketing myopia, and animal testing. Through these discussions, the presentation aims to provide a comprehensive understanding of the ethical dilemmas and sustainable practices that define contemporary marketing, ultimately advocating for a balanced approach that considers both business objectives and societal well-being.

Running Head: Assessment 3: Presentation On Socially Responsible Marketing
ASSESSMENT 3: PRESENTATION ON SOCIALLY
RESPONSIBLE MARKETING

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Assessment 3: Presentation On Socially Responsible Marketing
Table of Contents
Introduction................................................................................................................................3
Issues related to socially responsible marketing........................................................................3
a. Negative advertisement.......................................................................................................3
b. Use of women in marketing................................................................................................4
c. Racism related issue............................................................................................................4
d. Marketing to children.........................................................................................................5
Issues related to marketing that is environmentally responsible................................................5
a. Lack of patience and perseverance.....................................................................................5
b. Green marketing Myopia....................................................................................................6
c. Animal testing-An environmental issue.............................................................................7
Conclusion..................................................................................................................................7
Reference list..............................................................................................................................9

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Assessment 3: Presentation On Socially Responsible Marketing
Introduction
Socially responsible marketing is all about promoting products that are capable to contribute
to society. Understanding on ethical consideration of marketing and evaluation of
environmentally responsible marketing help to identify potential issues related to these
concepts. This study focuses on evaluation of issues in case of socially responsible
marketing. On another hand, issues of environment-friendly marketing are being discussed in
this study.
Issues related to socially responsible marketing
a. Negative advertisement
● Business owners often describe negative aspects of similar products of
competitors through their advertisements (Ingenbleek et al. 2015).
● Advertisers face issues to consider ethical standards in case of negative
advertisement.
Policy of negative advertisement allows advertisers to highlight drawback of products of their
competitors. Majority of business owners focus on promoting benefits of their products. In
this kind of advertisements, developers face issues in meeting ethical standards. It is
important to maintain a certain limit while accusing others. Disrespectful statements may
affect reputation of competitor companies and they can move legally against advertisers in
that case. Due to this reason, it is important to maintain ethics while creating negative
advertisement. Advertisers must explain their own products, rather than others in order to
attract consumers towards their products. It can be noticed that unethical advertisement
acquire negative publicity and majority of consumers avoid products of unethical businesses.

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Assessment 3: Presentation On Socially Responsible Marketing
b. Use of women in marketing
● It is important to consider aspect of sexuality while developing content for
advertisement (Eteokleous et al. 2016).
● This kind of advertisement must not impact on minds of children and content must be
ethically designed.
In today’s business world, it is very common that advertisers use attractive women in their
advertisements in order to attract consumers. However, it must be tested whether this kind of
advertisements are ethical or not. Many parents have mentioned that use of sexuality has a
great impact on child viewers and advertisers need to be concern about this fact. Research on
this matter has mentioned that exploiting women through advertisements in order to attract
maximum customers towards business can be considered an unethical practice. Evaluation of
theories related to business ethics helps to understand these ethical issues faced by socially
responsible advertisers.
c. Racism related issue
● Advertisers of beauty products often face issues related to racism (Ingenbleek et al.
2015).
● Most of the beauty product developers assign fair women in advertisements of their
product.
Beauty product developers often face issues related to racism while developing
advertisements for their products. For example, most of the fairness cream advertisements
influence people to use their product in order to change their natural skin color. This kind of
advertisements cannot be considered as ethically designed as it affects thought process of
society towards people with black skin color. It can be seen that fare women artists are more
in demand in the world of advertisement. This means that fare people are attractive and they

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Assessment 3: Presentation On Socially Responsible Marketing
can attract maximum customers. This concept is incorrect as it is conveying incorrect
message to society regarding race. It can be found that this approach of marketing is
influencing people of society to treat people based on their skin color. Due to this reason, this
kind of practice of marketing is considered as unethical.
d. Marketing to children
 Marketers are trying to attract children to their kid special offers and using attractive
contents in advertisings (Kelly et al. 2015).
 For example, happy meal of McDonalds is not healthy for children, but they are
influencing kids to have it through advertisements.
Most of the food retailers try to attract kids towards their special items in order to cover this
customer group. It is beneficial for retailers as they are earning financial benefits. However,
many of the fast foods are not healthy for kids. For example, children are getting attracted to
free toy gift of happy meal of McDonalds and they are nagging to their parents to purchase it.
It has been found that this fast food contains higher level of fat that can harm health of kids.
Issues related to marketing that is environmentally responsible
a. Lack of patience and perseverance
● Different corporate sectors need to consider environment as a long-term investment
opportunity (Garg & Sharma, 2017).
● Wish for achieving quick results is a major issue of environmentally responsible
marketing.
Environmentally friendly marketing is a new concept and acceptance period is required.
Advertising can be done in a proper way by considering environment protection factors.
Marketing of products can be done in such a way that maintain ecological balance and less

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Assessment 3: Presentation On Socially Responsible Marketing
harm to environment is done. However, lack of patience of corporate is a major issue that
impacts on this strategy. Wish of achieving success and earning more profit is creating a
barrier in front of this movement. Green marketing can help corporate and different industry
to achieve long term benefits. However, immediate results cannot be achieved through this
process of environmentally friendly marketing. Selling harmful products that can impact an
environment can produce quick results for a firm but can impact on nature and community.
This issue can be solved by framing proper strategy and long term profits can be earned. In
addition, lack of tenacity and perseverance is an issue that needs to be increased, which can
help to embed safer practice. Increasing tenacity can guide a corporate firm to adopt
environmentally friendly practices like selling eco-friendly products.
b. Green marketing Myopia
● Misjudging objectives like customer satisfaction and improving environmental quality
is called green marketing myopia
● Overemphasizing on improving environmental quality can decrease consumer
satisfaction.
● High price of green products can impact on consumer behavior (Wahab, 2018).
Marketing in an environmentally friendly way is not able to satisfy customers every time.
Generally, environmentally friendly marketing has two objectives that are satisfying
customers and protecting environment. Overemphasizing on the later can impact on
consumer satisfaction rate. This factor is known as green marketing myopia, which is
considered as a major issue in environmentally friendly marketing. Selling costly green
products can decrease satisfaction rate of consumers and they can change the brand. If a
product is developed and marketed in a greener way but price and quality of product are
unsatisfactory. Then organizational objectives cannot be achieved and can lead to green

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Assessment 3: Presentation On Socially Responsible Marketing
myopia. However, myopia occurs if credible benefits to environment cannot be obtained. If
environment-friendly ingredients cannot be found then desired objectives like protecting
environment and satisfying customers cannot be gained. This can impact on brand image of a
firm and customer behavior will also decrease as they will show less interest in purchasing
poor performed products.
c. Animal testing-An environmental issue
 Testing products on animals produce risks to animals.
 Marketing of products that are tested on animals are banned in many countries as it
has become an environmental issue (Burden, Sewell & Chapman, 2015).
Many beauty and household products are applied on animals to test its effectiveness. This
kind of products impact negatively impact on environment. Due to this reason, government of
many countries has taken initiative to introduce legal framework that can protect6 rights of
animals. European Union has banned marketing of such products. In addition, many other
countries such as India, Israel and other countries have banned advertisement of products that
are tested on animals.
Conclusion
Different environment-friendly marketing issues are discussed that can be avoided by proper
planning and framing good strategies. Different issues like lack of patience need to be
eliminated in order to achieve desired objectives of environmentally responsible marketing.
In addition, marketing needs to be done in a socially responsible way. Different ethical
consideration like elimination of racism is discussed in this presentation. Issues like negative
advertisement and racism can impact the business and desired objectives cannot be achieved.
On another hand, marketing in an environmental and socially responsible way can help a

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Assessment 3: Presentation On Socially Responsible Marketing
corporate firm to achieve long term revenue. Hence, it can be stated that this aspect can help
to increase loyalty of consumers

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Assessment 3: Presentation On Socially Responsible Marketing
Reference list
Burden, N., Sewell, F., & Chapman, K. (2015). Testing chemical safety: what is needed to
ensure the widespread application of non-animal approaches?. PLoS biology, 13(5),
e1002156. Retrieved from:
https://journals.plos.org/plosbiology/article?id=10.1371/journal.pbio.1002156
Eteokleous, P. P., Leonidou, L. C., & Katsikeas, C. S. (2016). Corporate social responsibility
in international marketing: review, assessment, and future research. International
Marketing Review, 33(4), 580-624. Retrieved from:
http://eprints.whiterose.ac.uk/96134/2/IMR-04-2014-0120R3-CSR%20and
%20International%20Marketing.pdf
Garg, S., & Sharma, V. (2017). Green Marketing: An Emerging Approach to Sustainable
Development. International Journal of Applied Agricultural Research, 12(2), 177-
184.retrieved from: https://www.ripublication.com/ijaar17/ijaarv12n2_07.pdf
Ingenbleek, P. T., Meulenberg, M. T., & Van Trijp, H. C. (2015). Buyer social responsibility:
A general concept and its implications for marketing management. Journal of
Marketing Management, 31(13-14), 1428-1448.retrieved from:
https://www.researchgate.net/profile/Paul_Ingenbleek/publication/281197438_Buyer_
social_responsibility_a_general_concept_and_its_implications_for_marketing_manag
ement/links/56819f0208aebccc4e0be64a/Buyer-social-responsibility-a-general-
concept-and-its-implications-for-marketing-management.pdf
Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old
tricks: food marketing to children in the digital age. Current obesity reports, 4(1), 37-
45. Retrieved from:
https://www.researchgate.net/profile/Stefanie_Vandevijvere/publication/

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270594362_New_Media_but_Same_Old_Tricks_Food_Marketing_to_Children_in_th
e_Digital_Age/links/54e564150cf29865c3371cc5.pdf
Wahab, S. (2018). Sustaining the Environment Through Green Marketing. Review of
Integrative Business and Economics Research, 7, 71-77.retrieved from:
http://www.sibresearch.org/uploads/3/4/0/9/34097180/riber_7-s2_h17-044_71-77.pdf