Assessment 3: Presentation on Socially Responsible Marketing - MKT600

This presentation examines socially responsible marketing, emphasizing its contribution to society. It delves into ethical considerations and evaluates environmentally responsible marketing, highlighting potential issues in both areas. The presentation addresses issues such as negative advertising, the use of women in marketing, and racism in beauty product advertising. It also explores the impact of marketing on children, specifically through examples like the McDonald's Happy Meal. Furthermore, the presentation discusses issues related to environmentally responsible marketing, including a lack of patience, green marketing myopia, and animal testing. It concludes by emphasizing the importance of avoiding these issues through careful planning and ethical strategies, ultimately advocating for socially and environmentally responsible marketing to achieve long-term revenue and consumer loyalty. The presentation references several academic sources to support its arguments.

Assessment 3:
Presentation on Socially
Responsible Marketing
STUDENT ID:
STUDENT NAME:

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.

(CONTD…)
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.

(CONTD…)
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.

(CONTD…)
• 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.

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.

(CONTD…)
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).

(CONTD…)
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).

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 corporate
firm to achieve long term revenue. Hence, it can be stated that this
aspect can help to increase loyalty of consumers

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. Rretrieved 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_gene
ral_concept_and_its_implications_for_marketing_management/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/
270594362_New_Media_but_Same_Old_Tricks_Food_Marketing_to_Children_in_the_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