Report on Socially and Environmentally Responsible Marketing - MKT600

This report delves into the crucial aspects of socially and environmentally responsible marketing. It begins by introducing the increasing environmental consciousness of the modern world and the need for organizations to adopt sustainable practices to gain market share and consumer loyalty. The report then explores the issues of socially responsible marketing, including ethical considerations and green marketing strategies, providing examples of companies like McDonald's. It also examines environmentally responsible marketing, discussing its elements such as packing changes, product modifications and the emergence of corporate social responsibility, while also addressing misleading marketing practices. The conclusion emphasizes the importance of ethical conduct and CSR in building a strong brand image and achieving long-term profitability. The report uses examples and references to support its findings.

Marketing MKT600

Table of Contents
INTRODUCTION...........................................................................................................................3
a.) The issues of socially responsible marketing ( ethical consideration)...................................4
b) The issues of environmentally responsible marketing............................................................5
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
Nowadays, world is turning towards more environmental consciousness. This is done to
prevent prevent environment and society from being get harmed (Smith, 2014). Thus, it is the
basic responsibilities of organisations to adopt different types of effective measures and practices
with the help of which they can gain more market share and consumer loyalty. Present report
include, some of the basic issues of socially responsible marketing and environmentally
responsible marketing along with formative examples in order to expand understanding of
present topic.
a.) The issues of socially responsible marketing ( ethical consideration)
Socially responsible marketing is mainly a marketing philosophy that states that an
organisation is require to consider those factors that are best for society for present and long
term. It it important for companies to produce desired merchandises fervently. This will help
them to gain immediate gratification from customers. Furthermore, these kinds of merchandises
can effectively able to benefit both society and consumers for long term.
Some of the issues of socially responsible marketing are:
Green Marketing:
This type of marketing can be used by companies for specific development within this
they can conduct their activities related to promotion, pricing and distribution in such a way so
that they do not put any harm on natural environment.
Green Marketing Goals:
With the help of this concept organisations can implement different types of factors and
strategies which will help them to work in more ethical and social way. Some of that issues
include, concept of waste elimination, making of price reflect actual and environmental cost etc.
Example of socially responsible marketing
Recently, mainly all the major organisations like, Proctor & Gamble, McDonald's and
Unilever are effectively abiding societal marketing concept in order to give positive message to
stakeholders, public, partners, customers and government. That company is not only running for
profit motive they are also working towards well being of society. For instance, McDonald's in
order to create environmental awareness stopped using one time innovation Styrofoam packing
and utilizing environmental friendly paper packing.

b) The issues of environmentally responsible marketing
In today's modern scenario, environmental issues acts as an one of the most important
factor in a marketplace (Kellison and Kim, 2014). Environmentally responsible marketing
include wide range of elements such as, packing changes, product modification and change to
production process. In this organisations are responsible to effectively facilitate further changes
in their functionality in order to satisfy needs and wants of humans. And further lead towards
perform organisational functions so to eliminate environmental harm.
Some of the issues of environmentally responsible marketing are:
Emergence of Corporate Social Responsibility:
In this there are different types of activities effectively considered by companies towards
socially and environmentally awareness. In this, it is organisations are required to perform their
organisational functions by making equal balance on social and environmental consciousness
trends in order to create no harm to environment and society.
Misleading Informations by companies:
Damage to Green Brand: Recently some of the organisations are seeing to take the
advantage of a marketing tool in which they rarely adopt those products that suit the demand of
environmentally friendly products (Charter, 2017). They are only misleading customers as to
gain more market shares and this is a misleading green marketing claim done by companies for
large profit.
Examples of environmentally responsible marketing:
In order to effectively satisfy customer McDonald's have removed their calm shell
packing and started using waxed paper as majority of population are getting more concerned
towards polystyrene proaction and Ozone depletion. Organisation adopted Xerox which is a
photocopier paper of high quality. This is done by company on order to satisfy demands of
customer and create less harmful products. By doing this company can effectively able to gain
more marketing advantage along with branding.
CONCLUSION
As per the above mentioned report it has been concluded that, it is essential for
organisations to conduct their functions in ethical manner so to satisfy the needs of both society
and customers in best effective way and further create environmental awareness. Some of the
organisation do false claims and put misleading informations and values on their products and

services as they simply do not care about social factor they only want to boost their image and
profitability in marketplace. Thus, it is one of the major issue of socially responsible marketing.
Therefore, it is important to for these companies to perform their functions within proper CSR
and in ethical manner in order to create strong positive brand image and gain long term
profitability.

REFERENCES
Books and Journals
Smith, N. C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.
Ofori, D. F., S-Darko, M. D. and Nyuur, R. B., 2014. Corporate social responsibility and
financial performance: Fact or fiction? A look at Ghanaian banks. Acta Commercii.
14(1), pp.1-11.
Lewis, B. W., Walls, J. L. and Dowell, G. W., 2014. Difference in degrees: CEO characteristics
and firm environmental disclosure. Strategic Management Journal. 35(5), pp.712-722.
Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
Kellison, T. B. and Kim, Y. K., 2014. Marketing pro-environmental venues in professional sport:
Planting seeds of change among existing and prospective consumers. Journal of sport
management. 28(1), pp.34-48.