Chapter 4 MARKETING 16

Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Define dimensions of social responsibility Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Social responsibility Discussion – Contents Old and New concepts In what ways businesses are expected to show social responsibility what social responsibility means How sensitive successful companies Famous people against new approach Benefits in the long run Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Old Concept: types Type How businesses should behave in their work? Ethical standards/ principles? Type How employees should be behaved to improve working conditions of staff Offering a bribe to secure a contract? Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Type Contributions to cultural activitiesMusic festivals Art exhibitions Serving on educational committees, hospital boards… community New approach: Obligation to help solve the social problems Trying to meet needs & interests of society essure to provide a safe environment A chemical company expected to meet government standards to take steps to reduce pollution Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Social responsibility In what ways businesses are expected to show social responsibility Provide Safe products protect & respect environment Behave +integrity Hire minority ; offer work to youngsters Oppose racial discrimination Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA An example of new approach British Apartheid Being accused of supporting imperialism BanksBarclays Bank Swedish companies Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA To stop doing business In South Africa To stop business in a Portuguese colony what social responsibility means Business Employees Outside world integrity Successful companies ‘Integrity> ability’ Sir John Clark Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA How sensitive successful companies If integrity Standards of hygiene in a Trust house Forte Hotel accused Responding sharply Advertised attacked Most upset by the inspector The group fought the case in responsibility& the courts Chapter4, Marketing social Ethics Pham Khac Thong, MBA Integrity questioned conservation grou Clark’s shoe-making firm Using leather cured by spermwhale oil investing equipment Pressure on stop using such leather boycotting To ensure supplies of leather free from this type of oil Buy only leather cured without oil Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Public + Environmental groups Integrity questioned by FORMOSAplastics Group Producing steel with no waste processing system polluted water, killing fish investing equipment Pressure on stop Acting against polluting water, killing fish To ensure Production with no waste; no pollution A chemical company expected to meet government standards to take steps to reduce pollution Vietnamese only need fish rather than steel Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA How much the wider concept of social responsibility agreed Social responsibility concept Widely agreed help to solve social problem nor bringing profits even not creating them Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Who has to pay for social actions Companies+ social responsibilities Social actions- Cost raising prices moneycustomers business Lowering wages employees Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA less profit shareholders Some famous views against new approach Milton Friedman’s To use its resources & energy for profits; conform Engage in open & free competition; no deception & fraud the rules Make much money for shareholders Nobel-prize American economist Ian Mac Gregor’s business priority To create wealth Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Social responsibility & in- the- long- run benefits Career seminars School training programs IT projects& seminars Sponsorship of art exhibition Xerox projects Grants of equipment to universities Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Social responsibility in- the- longrun benefits Profitable to the company Social programscritical to its success Need highly-skilled An integral part of business strategy Social projects Not charity work mentioned in annual rep Many contacts government departments and social groups; based on knowledge Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4, Marketing social responsibility& Ethics Pham Khac Thong, MBA www.themegallery.com .. .Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility&... social responsibility Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility&... Pham Khac Thong, MBA Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility& Ethics Pham Khac Thong, MBA Chapter4 , Marketing social responsibility&