Contemporary Issues in Marketing Management- Assignment 2

A REPORT ON CONTEMPORARY ISSUE IN MAKETING MANAGEMENT OF HONGKONG AND SHANGHAI BANKING CORPORATION (HSBC) Prepared for: Ms DotiChee (lecturer) Unit No 41: Contemporary Issues in Marketing Management Banking Academy, Hanoi Submission Date: 10th June, 2013 Number of words: Prepared by: Maple Group VuongThiQuynhAnh – Lynn Nguyen ThiKieuAnh – Snow Nguyen Phuong Thao – Key Ngo ThiHuyenTrang Class: F05A Contemporary Issues in Marketing Management – Assignment Maple Group – F05A EXECUTIVE SUMMARY This report accessing information from library, Internet, especially from the own website of the company and company materials.This report is to reviewimportance of relationship marketing in HSBC as well as the benefit of CRM and recommendation for the improvement of CRM.It presents the reason for the increasing on ethics and social responsibility in marketing such as CSR, pressure group and broadcast media Established in Hong Kong in March 1865 and in Shanghai one month later, The Hongkong and Shanghai Banking Corporation is the founding and a principal member of the HSBC Group It is the Group's flagship company in the Asia-Pacific region and the largest bank incorporated in Hong Kong HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London HSBC's international network comprises 6,600 offices in 81 countries and territories in Europe, the Asia-Pacific region, North and Latin America, and the Middle East and North Africa In Viet Nam, HSBC opened its first office in Saigon (now Ho Chi Minh City) in 1870 In August 1995, HSBC opened a full-service branch in Ho Chi Minh City HSBC also opened its second branch in Hanoi and established a representative office in Can Tho City in 2005 With 140 years of experience in Vietnam, HSBC provides a comprehensive range of banking services including Retail Banking and Wealth Management, Commercial Banking, Global Banking, Global Markets, Global Payments and Cash Management, Global Trade and Receivables Finance and Securities Services HSBC's history in Vietnam and knowledge of its culture reflects its commitment to delivering excellence in customer service, every time The recommendation for HSBC is that the company should research about market and its customers to have deeply understanding about them to meet their requirements Therefore, the company will gain more achievements in business operation Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Table of Contents Contemporary Issues in Marketing Management – Assignment Maple Group – F05A INTRODUCTION In this module – Contemporary Issues in Marketing Management (CIMM), we have chance to study more about relationship marketing Within this report, we will give the knowledge about ethical and corporate social responsibility, the role of marketing in non-traditional contexts in the case HSBC This report has ten main contents, included: • Describe the benefits of customer relationship management in a selected organization • Make justified recommendations for the improvement in customer relationship management for a selected organization • Carry out a stakeholder analysis for a voluntary sector and a public sector organization • Describe the nature of the relationships with customer withintwo selected not-forprofit organizations • Compare methods used in marketing within the public, privateand voluntary sectors • Explain the key issues involved in marketing in aselected virtual organisation • Explain some of the current issues of ethical and social concern to marketers in a particular industry • Explain the concept of CSR with reference to a particular organization • Evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for a selected organization • Evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organization There are many sources of information in this research such as internet, book, article, case study and some research that study the same topic In all sources, the main sources of this research are internet Especially, information provided in own website of the company HSBC is very useful for us to carry out the report with various information However, because of limitations about time, words, this assignment only gives general information The researcher hopes that those disadvantages will be improved in the future Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 1.3 Describe the benefits of customer relationship management in a selected organization 1.3.1 Definition and objectives of CRM • Definition: Customer Relationship Management (CRM) is an information industry term for methodologies, software, and usually internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner • Objectives:Using technology to collect, sort, integrate customer data, the objectives are to understand customer needs better, maintain long-term customer relationships, be able to pursue a strategy of Relationship Marketing (Saran, n.d.) 1.3.2 Benefit of CRM in HSBC Bank Benefits Increase customer satisfaction Application By supporting of best communication channel and CRM tools such as automated social integration, social search, import social contacts, status updates… - Support in receiving feedback and comment from customer quickly - HSBC can analyze and keep track of customer purchase behavior and consumption timing  Help HSBC satisfy customer’s requirements, improve customer relationship HSBC can control effectively customer data for identifying loyalty customer to focus time and resources for premium customer  Maintaining existing customer and built trust in customer’s mind - CRM creates two way communications between the organization and customers and departments, teams in organization together - All information of customer about account is secure by using pin code, security device… Make sure customer receive effective interaction in providing best services Collecting customer’s personal information online and using online services such as internet banking, mobile banking…  Reduce cost which related to support and services customer such as face to face transaction, labor… Increase customer loyalty Provide better customer services Costs reduction Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 1.4 Make justified recommendations for the improvement in customer relationship management for a selected organization 1.4.1 Weaknesses and solutions for HSBC Bank Despite of achieving many success in business by using CRM, HSBC still exist weaknesses which need to be improved as follows: Weaknesses Training: Employees of HSBC are lack of knowledge about CRM processes, CRM system, even have not ever known about concept of CRM while they interact to CRM tools daily Data warehousing: Collecting and assessing customer information is difficult and not effective due to customer information is not stored in a centralized way Poor data warehousing system which lead to losing control the customer information Website: HSBC’s website does not have private areas for customer where they can exchange information each other, give feedback and ideas for improving company performance Survey: HSBC meet problems in accessing demand of customers due to lack ofcollecting customers’ requirement through survey tools Solutions - Set up training schedule for all their employees - Hire professionals to train employees clearly about concepts, objectives, benefits, methods of CRM Help them approach CRM system in most effective way - Link data warehousing and data mining to centralize data - Assess exactly the pros and cons of the software which stored customer information before using it HSBC can review for creating forum on website Using online survey tools such as survey tool, survey monkey to know customer’s needs and wants for satisfying them 1.4.2 Recommendations for improvement in CRM for HSBC Bank In order to set up an effective CRM system, HSBC Bank should identify clearly vision and mission of organization to establish means and resources for effectively implementing activities which built long term relationship with customers Specifically, company should select appropriate technology (CRM process, data warehousing, websites…) and recruit as well as train the human resources who have knowledge in using and manage CRM system Contemporary Issues in Marketing Management – Assignment Maple Group – F05A  It helps HSBC quickly identify and provide prioritized response to the profitable customers to reduce costs, increase customer retention, loyalty, and increase profitability 2.1 Carry out a stakeholder analysis for a voluntary sector and a public sector organization 2.1.1 Definition of stakeholder analysis Stakeholder analysis is an important technique for stakeholder identification and analyzing their needs It is used to identify all key (primary and secondary) stakeholders who have a vested in the issues with which the project is concerned (Gawler, 2005) 2.1.2 Background and project of chosen voluntary sector and public sector organization 2.1.2.1 Voluntary sector organization - UNICEF a) UNICEF’s background - UNICEF stands for United Nations Children’s Fund is a non-profit organization - It was created by the United Nations General Assembly on December 11th, 1946 - The purpose of UNICEF is “to provide emergency foods and healthcare to children in countries that had been devastated by World War II” Nowadays, its purpose become bigger is “build a new world where the children’s rights are realized” - The total staff of UNICEF is in over 199 countries and territories and more than 200 country offices carry out UNICEF’s mission (UNICEF, n.d.) b) Project - UNICEF Tap Project - The UNICEF Tap Project is a nationwide campaign that provides clean water and adequate sanitation to children around the world - It was created in 2007 by a New York City bases advertising/ communications agency called Droga5 and launched on March 22, 2007 - The UNICEF Tap Project funds are raised throughout the different UNICEF programs such as water, hygiene and sanitation programs with Contemporary Issues in Marketing Management – Assignment Maple Group – F05A purposes including drilling of wells, the installation of water pumps to improve children’s lives, help children access to clean water… (unicefusa, n.d.) 2.1.2.2 Public sector organization - TRANSERCO a) TRANSERCO’s Background - Corporation Transport Hanoi (TRANSERCO) is formed in 2001 by the merge of companies: Hanoi Bus Company, Hanoi Southern Passenger Company, Hanoi touring car Company, and Hanoi Tramcar Company - The purpose of TRANSERCO is “strengthening relations of production create the opportunities for development of public transport to meet 2025% of the traveling demand of citizens (Transerco, n.d.) b) Project - Rapid Bus System Project - After years of gestation, the rapid bus project in Hanoi first began in quarter of 2011 - Bus is means of transport which can solve major shortcomings of transportation in Vietnam: pollution and traffic accidents but not many people use The reason is that: Moving by bus it takes quite a long time so this project is created to satisfy demand for rapid transport of high capacity buses (K.H, 2004) 2.1.3 Identify key stakeholder for voluntary sector and public sector organization - Managers - Customers - Government 2.1.4 The assessment of their interests, needs and expectations for voluntary sector and public sector organization 2.1.4.1 Voluntary sector organization - UNICEF Volunteers Interests - Join in the UNICEF Action Center is to be contributed a small part for useful society activities - Have opportunities for Needs They need UNICEF listen their opinions, their ideas to improve organization performance better Expectations - Improve healthy lives for children; help themhave opportunities to access to clean water - Everyone recognize their devotion for society Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Donors Beneficiaries developing soft skills such as presentation, communication skills… - Support and contribute to meaning activities of charity project - Becoming donors, their voices become more value - They have the right to attend organization’s meetings - Have the opportunity to use clean water to improve health They need to know information about: - What and how their money is used for - Organization’s society activities and its large scale - Their money can be used for meaningful activities - Increase their reputation; get more benefits from raising funds for charity They need support of UNICEF in making their dream is to be used fresh water come true Hope that UNICEF can operate in the future to have capability for helping many areas; many people have the same situation with them 2.1.4.2 Public sector organization - TRANSERCO Customers Manager Government Interests - Satisfy traveling demand (quickly and convenient) of customers - Receive high quality services - Gain more revenue from expand bus’s operation scale - Bring benefits for society and contribute a part in developing economy Many citizens use buses as a means of transportation  government can reduce problems about environmental pollution, traffic jam, traffic accidents Needs Need TRANSERCO listen their feedbacks about service’s quality and employees’ attitude to improve it better Expectations Expand more rapid bus system in many areas across the country - Need know exactly about the operation of the company - Need positive contribution of customers in giving feedback about service’s quality and share new ideas to improve, create project which aim at bring more benefits for them Need organization have - Organization become stronger and stronger - Bring buses closer to community more positive activities, project to build beautiful image of buses in eyes of foreign people and Vietnamese people - TRANSERCO will more and more develop to contribute more to society - Improve Vietnam economy Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 2.1.5 Prioritize the stakeholder (Power/Interest grid) • Volunteers - Keep informed: Volunteers in UNICEF are people work not for profit, who wants to contribute a small part for meaning society activities Therefore, they have low power in organization’s decision making They only interested in what they contribute to UNICEF when joining projects • Donors - Manage closely: Donors of UNICEF are organization or individual that gives a gift for beneficiaries By their contribution, projects and plans of UNICEF is implemented so they have high power Besides, they also high concern about which purpose their money is used for and scale of UNICEF’s society activities • Beneficiaries - Keep informed:Beneficiaries have low powerbecause they only are people or other legal entity who receives benefits from donors through UNICEF, they not have right to join in any activities of organization They only high interest in benefits they are received through projects of UNICEF • Managers - Manage closely: TRANSERCO’s managers are key factor in developing strategy, project and controlling all activities of the organization The failure and the success of the projects depend on their decisions so they have high power They interest mainly in plan’s success which will evaluate management’s ability in making decisions 10 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A • Communication: There are many difficult in communication via email due to using email slang, informalities, lack of face-to-face interaction, and the absence of body language which lead to misunderstand meaning of sentences  influences seriously on job effectiveness  HSBC need set up “Formal Skill Training” Course to develop their skills • Managerial issues - Time: Due to lack of interaction with employees which lead to waste more time in non-work activities Applying employee self-motivation, selfdiscipline to enhance and raise awareness of staff - Security: Many customers not trust in the internet due to their credit card detail, personal information can be stolen via online transaction  Build trust in customer’s mind by security system such as pin code, anti-hacker software… 2.4.5 Benefits, costs and risks Benefits Costs Risks HSBC - Reduce advertising cost - Increase the satisfaction of customer with the services of HSBC - Attract new customer - Easy to manage and keep all customer’s information - Over the limit of space and time Customers - Saving time - Convenience - Easy to implement transaction - Easy to update HSBC program such as discount rate, interest for loyalty customer and promotion program - Lower transaction fee - Staff training cost - The high cost of accessing internet - Extra cost for buying protection - Extra deliveryfee for products and software such as BKAV Pro (Anti- services virus software), Spyware, Trojan Horse, etc - Upgrade software cost to increase the security of HSBC’s software - Can be hacked by hacker - The security of company is not - Can have some software problem highPersonal information, credit such as error of software, virus and card can be stolen so on - The limitation of employees knowledge in using internet and software 2.4.6 Relationship between HSBC bank and customers In “internet” organization, main factor of relationship between HSBC bank and customer is trust In other words, online transaction of HSBC is only implemented by 21 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A customer belief Therefore, in order to exist long-term under form of virtual organization, HSBC need built good relationship with customer To that, the company need identify exactly customer’s requirement to satisfy them, set up reasonable strategies in providing products and services for customers to maintain loyalty customer and attract new customers 2.4.7 E-marketing mix With virtual organization as HSBC, e-marketing mix is very important, it helps HSBC increase the level of customer satisfaction with HSBC and attract new customer 4Ps Product Price Place Promotio n HSBC HSBC have e-banking services and use ATM to help customer transaction more convenience The fee of doing transaction online is very cheap For example, if you use ATM of HSBC to transfer money from other account of other bank, you have to pay 3000 VND for every transaction but if you go to the bank and send money, the fee that you have to pay is about 5% for each transaction (HSBC, 2013) Customer can send money, check account balance in everywhere and at every time they have network or ATM of HSBC HSBC use television and internet as main tools to bring their reputation with customers and help HSBC become more and more popular with customer 2.4.8 Trend In the survey of CitiGroup show that seventy-five percent of those polled said that they now implement almost all banking transaction from their computer, tablet, mobile phone and only percent said that they have yet to try it (citigroup, 2013) This proves that using online banking is so prevalent It means that the demand for implement transaction through internet is large so HSBC need concernthis fieldto improve quality of services better and better to maintain existing customers and attract new customer 4.1 Explain some of the current issues of ethical and social concern to marketers in a particular industry 4.1.1 Definition Ethical issue: A problem or situation that requires a person or organization to choose between alternatives that must be evaluated as right (ethical) or wrong (unethical)(BusinessDictionary, n.d.) 22 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Social issues: are those social conditions identified by scientific inquiry and values as detrimental to human well-being(Manis, 1976) 4.1.2 The current issues of ethical and social concern to marketer in HSBC 4.1.2.1 Ethical issue • Labor standard If the remuneration policy of company is not good and especially employees is treat unequally (labor abuse) as well as working environment not create conditions for talent employees develop their ability  Talent employees will leave the company and work for rival company Therefore, human resources is always concerned first of HSBC The key to succeed in HSBC’s enterprise is not only service and product’s quality but also creating work environment and enhancing human resources’ role to motivate their employees:  HSBC always try to create environment where the managers treat their employees equally, there are no gaps between managers and employees  Effort in creating friendly atmosphere to help employees feel comfortable and encourage employees to speak out their ideas, give their opinion which create opportunities to promote the capability of individual and motivate their creativity  Applying a great deal of welfare policies such as insurance (including health ), bonus, reward…(HSBC, 2013)  HSBC implement exactly labor law with their employees, moreover they create high living standard for employees by welfare policies which help HSBC keep employees and attract more talent people for company as well as increase the performance and reputation of company • Lending Banks play an intermediary role in the economy where have enough ability to lend individual or organization with big money However, important issues which HSBC concern when lend concern money to others; the bank can indirectly enable and promote wrong actions of illegal company In other words, banks’ lending money to evil-doers are facilitating their activities (fidelisin, n.d.)Before lending, HSBC bank need understand deeply about 23 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A form of business or aims of borrowing from bank  Decrease risks in approaching and loans as well as implemented enough responsibility with society of HSBC • Investment HSBC have a clearly investment policies and all their investment have to follow this policies Before HSBC decide invest in a company, HSBC always concern about many aspects such as type of company product, effect of company with social, financial situation and so on In the fact that, HSBC not invest in the arm trade company, tobacco manufacturing company, company that have harmful effect with environment…HSBC cares about investment policies to earn more money for HSBC, make more profit, reduce risk and increase the fame of company in social 4.1.2.2 Social issue • Environment Environment is a key focus amongst ethical banks (in this field specially called sustainability or green banks) Therefore, HSBC is concerning this and tryingto be recognized as a green bank by using online banking instead of branch banking, set up project allow customers to open money market accounts at online bank, instead of large multi-branch banks… This promote environmental-friendly practices and reducing the carbon footprint from the banking activities (Schultz, 2010) • Social responsibilities HSBC is always interested in doing social responsibilities They donate and support social enterprise in building house for homeless people, create many volunteer programs such as teaching for children or take care of old people in hospital To care about social responsibilities help HSBC increase the image of company in customers’ mind and government, raise the level of customer’s belief with company and make HSBC become more and more close with customer and social It can bring more new customer for HSBC 24 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.2 Explain the concept of CSR with reference to HSBC 4.2.1 Definition • According to Baker (2004), Corporate Social Responsibility (CSR) is about how companies manage the business processes to produce an overall positive impact • on society Other definition for the Social Responsibility, CSR operating a business in a manner that meets or exceeds the ethical, legal, commercial and public • expectations that society has of business(Baker, 2004) Corporate Social Responsibility includes levels: Social obligation, Social responsibility, and Social responsiveness HSBC achieved all levels  Social obligation: Meet minimum regulations, what is required by law, no  more Social responsibility: Go beyond what is required by law, mitigate negative  effects Social responsiveness: Practice approach, promote positive change 4.2.1 Concept of CSR in HSBC Corporate Social Responsibility (CSR) is critical to HSBC’s long-term success in Viet Nam CSR is not only about charitable donations, the environment or society, but also about making decisions that maintain the right balance between the environment, society and the Bank’s business Level of CSR Investigation Analysis People in HSBC just have to work in office time (8 hours per day) and receive extra- paid for out of hour(HSBC, n.d.) Social obligation Social responsibility Responsibilitie s of employees Monitoring education → It is good ways because it builds up the trust of employee in HSBC Moreover, in an internal survey of HSBC staff conducted in 2008, more than 98% of respondents replied that they would like to participate in HSBC (HSBC, n.d.) The main social responsibilities of HSBC is education, they support education initiative that not only benefit students, but also society as a whole There are some activities of HSBC which they use to support social: Staff volunteering, HSBC Eco-School Climate Initiative, Early Childhood Development program.(HSBC, n.d.) → Good CSR because HSBC has high awareness about 25 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Responsibility for Environment Investment Social responsiveness Responsibility to stakeholders education HSBC supports a number of environmental projects worldwide to help respond to the challenges of protecting the environment.(HSBC, n.d.) Support Earth Hour: HSBC join the Group in support of Earth Hour by turning off the wall-washing and landscape lamps of HSBC Building in many countries Climate change: HSBC provided sponsorship for a three-year (2007-2009) research project on carbon dioxide emission reduction in the Yangtze River Delta region → Good CSR as HSBC is responsible for environment To contribute the better of life, HSBC has committed to international standards and adopts international principles to help assess risks and enhance the positive impact of our commercial activities on the environment, social and economic developments.(HSBC, n.d.) → Good CSR because HSBC has high awareness about CSR initiatives and investment To promote positive change for a better life.HSBC establishing standards of accountability, ensuring that management is effectively monitored This involves providing timely and accurate disclosure of information for our stakeholders including directors, customers, employees, regulators and the local communities in which we operate (HSBC, n.d.) → Good CSR as HSBC is responsible for their stakeholder 4.3 Evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for selected organization 4.3.1 Definition of pressure group A pressure group can be described as an organized group that does not put up candidates for election, but seeks to influence government policy or legislation They can also be described as ‘interest groups’, ‘lobby groups’ or ‘protest groups’(learningsite, n.d.) 4.3.2 Identify pressure group - Institute of Contemporary Observation (ICO) ICO is a non-government organization which operates with purpose is to protect labor right and support corporate social responsibility, help reducing negative influences on the society and environment It calls for responses from organizations, businesses, corporations toward community (ico, n.d.) 26 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.3.3 The evaluation role of pressure group and influences to ethics and social marketing policies HSBC’s policies Labor • • • Ethical Working hours Working environment Welfare (Insurance… ) marketin g policies Social Promotion marketin g policies • Green marketing • Community benefit Role of pressure group (ICO) Evaluation (Analysis influence for HSBC Bank) - ICO protects workers from harassment and abuse by labor law Specifically, about hours of work: “Employees shall be entitled to at least one day off in every sevenday period, except as required to meet urgent business needs” - Help HSBC improve their labor policies; enhance their responsibilities toward its employees - ICO emphasize role of green marketing: “Protecting the environment is fundamental to the thriving society and economy upon which business depends Managing environmental efficiency is key to efforts to make a sustainable organization” Under influences of ICO and company’s effort in protecting environment and take part in charity activities  HSBC can get more customer’ trust, maintain existing customers and attract more new customers - HSBC might be get criticisms from ICO due to implement lack of some term, conditions in labor ICO emphasizes law or some limitation in corporations to follow basic applying law ethical labor: working environment “Conditions in all work and residential facilities shall be safe, regarding safety and health”, ensure rights to have reasonable salary, insurance, holiday…(ico, n.d.) - ICO orient organization follow marketing policies to aim at bring more benefits to community such as: supporting and enabling donations to charity; supporting access to education…(ico, n.d.) Price • • Reasonable prices Discount In order to ensure benefits for community, ICO cooperate with government for controlling price of organization and keep prices 27 Help HSBC improve price strategies  With reasonable interest rate for lending service, reasonable prices for product HSBC Contemporary Issues in Marketing Management – Assignment Maple Group – F05A price for in reasonable price or floor can attract more loyalty price… customers; bring more customers benefits for community, support for developing economy  Increase competitive advantage in banking sector 28 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.4 Evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organization 4.4.1 Definition Media is communication channels through which news, entertainment, education, data, or promotional messages are disseminated Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, direct mail, telephone, fax, internet (businessdictionary, n.d.) Published media: The industry associated with printing and distribution of printed works such as books, newspapers, magazines… Broadcast media: Communications delivered over mass electric communication networksuch as television, radio…(businessdictionary, n.d.) 4.4.2 Role of media and its influence for HSBC Roles of published or broadcast media Customer information: Protect personal information of customers; using customers’ information with purposes is to provide excellent services and products Informing and persuading Broadcast play an important role in informing customers about security policies, security systems of HSBC in storing private information for persuading customers using services and buying products Informing and persuading Through broadcast channels, customers can know information about products with attractive prices of HSBC  Help HSBC persuade customers buy product and using services of HSBC Bank through selling promotion, discount program for customers Social marketing policies Ethical marketing policies HSBC’s policies Price • Advertising product with reasonable prices • Discount program for customers 29 Evaluation (Analysis influence for HSBC Bank) HSBC can attract more customer belief in products and services of HSBC  build beautiful imagine in customers’ mind as well as increase profitability for the company Many people know about promotional program of HSBC HSBC can attract more customers to increase profitability and create long-term relationship with customers Contemporary Issues in Marketing Management – Assignment Maple Group – F05A CONCLUSION To sum up, this report help reader has a basic knowledge about three main problems First of all, it is theimportance of relationship marketing To complete this problem, we also explain some of the current issues of ethical and social concern to marketers and the concept of CSR with reference to HSBC Secondly, press a point in role of marketing in non-traditional contexts In this task, we can evaluate thestakeholder analysis for voluntary sectors and public sectors, the method use in marketing in three sector: private, public and voluntary Besides, there are many elements that impacts to organization such as pressure groups, mass media, etc Therefore, organization will have a strongly development 30 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A REFERENCES Anon., 2010 In: Business Environment United Kingdom: BPP Learning Media Anon., n.d [Online] Available at: http://www.modernstudies.org.uk/press.htm [Accessed July 2012] Anon., n.d [Online] Available at: http://tutor2u.net/politics/content/topics/pressure_groups/pressure_groups.htm [Accessed July 2012] Anon., n.d What we [Online] Available at: http://www.unicef.org/whatwedo/index.html [Accessed 12 May 2013] Baker, M., 2004 Corporate social responsibility - What does it mean? 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