MKT600 Assessment 3: Presentation on Responsible Marketing Practices

This presentation focuses on socially and environmentally responsible marketing, critical components of modern business strategy. It explores the core concepts, emphasizing the benefits of socially responsible marketing for businesses, customers, and society, while also highlighting the importance of ethical considerations. The presentation addresses issues such as labor markets, environmental impact, and the promotion of sustainable products. It provides real-world examples, such as Starbucks' actions in the Australian market and the impact of Woolworths' emission reductions, to illustrate the practical application of these concepts. The presentation also acknowledges the challenges companies face when consumers are not willing to pay more for green products and concludes by emphasizing the importance of ethical frameworks and environmental responsibility in marketing practices.

MARKETING

• Marketing is the action or selling plan.
• Process of exchanging relationships and generates customer satisfaction.
• Marketing is the critical component of the business (Lovelock, 2015).
• In this PPT, discussion will be made about socially responsible marketing and environmentally
responsible marketing.
• Marketing orientations has been defined as a “philosophy of business management”.
INTRODUCTION

SOCIAL RESPONSIBLE
MARKETING ISSUES
• This concepts defines that business should benefit the operations of society.
• It focuses on those customers who wants to create a positive change by purchasing products or services.
• Companies are developing social responsible marketing concept as a part of their business strategy.
• Labour market is the specific issue of the social responsibility. When an organizations desires to cut down
the production cost by laying off massive number of employees. This creates the situation of
unemployment in the society (Gordon, 2012).
• For example: In year 2008, when Starbucks was facing failure in the Australian market then they
terminated thousands of employees which arises the situation of employment in the community. Thus,
manager should make decision by keeping all the external and internal affecting factors (Gordon, 2012).
• This concept focuses on the greater use of renewable energies or resources.
• This concept succours the management in getting more sales and enhances the customer loyalty.

CONTINUE…
• Working of this concept focus on the recyclable packaging, issues which involves societal
issues, charitable groups, etc.
• This marketing concept creates win-win situation for customers, business houses and society.
• This concept creates positive reputation of a company in the market.
• On the other hand, when a companies promotes non-environmental friendly products then it
means they are not committed to their social responsible (Andreasen, 2012).

ENVIRONMENTAL RESPONSIBLE
MARKETING ISSUES
• It refers to marketing of those products or services which are based on the environmental benefits.
For example: Products of XYZ company are made by using renewable products, etc.
• It implies the use of green print which reduces the use of carbon footprint and saving money
through improved resource efficiency.
• For example: Total carbon emissions in Australia and New Zealand were 4.09 Mt, remaining static
for a third straight year. Woolworths’ emissions from facilities totaled 3.34 Mt in 2012, which is a
2.3 percent reduction in emissions compared to the previous year (Leonidou, Fotiadis & Zeriti,
2013).
• Specific selected issue related to the environmental responsible marketing is the reducing
emission rate.
• Environmental responsible marketing enhances the brand loyalty.

CONTINUE…
• Companies have to face challenges when consumers are not willing to pay
more for green products (Kronrod, Grinstein & Wathieu, 2012)..
• Organic food industry has created upwards growth curve in last decade.
• Educating customers about environmental-friendly products is also important.
• Discouraging the use of plastic bags is the part of this concept.

CONCLUSION
• Social marketing focuses on the welfare of society while keeping the appropriate profit margins.
• It is a ethical framework and has an obligation to act for the benefit of society.
• Environmental responsible marketing uses approach which are beneficial for the environment.
• When a company uses technology which reduces minimum emission rate then while marketing
of that product management can use this as the part of advertising and promotion.

REFERENCES
• Lovelock, C., & Patterson, P. (2015) Services marketing. Australia: Pearson.
• Gordon, R. (2012) Re-thinking and re-tooling the social marketing mix. Australasian
Marketing Journal (AMJ), 20(2), 122-126.
• Andreasen, A. R. (2012) Rethinking the relationship between social/nonprofit marketing
and commercial marketing. Journal of public policy & marketing, 31(1), 36-41.
• Leonidou, L. C., Fotiadis, T. A., & Zeriti, A. (2013) Resources and capabilities as drivers of
hotel environmental marketing strategy: Implications for competitive advantage and
performance. Tourism Management, 35, 94-110.
• Kronrod, A., Grinstein, A., & Wathieu, L. (2012) Go green! Should environmental messages
be so assertive?. Journal of Marketing, 76(1), 95-102.