What Do You Understand by the Term 'Socially Responsible Marketing'? What Are the Benefits to a Marketing Manager Having a Thorough Understanding of It? If You Were the Marketing Manager of an Airline Such as Ryanair,

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What do you understand by the term 'socially responsible marketing'? What are the benefits to a marketing manager having a thorough understanding of it? Socially responsible marketing was defined as the practice concerned with marketing activities which acknowledge corporate responsibilities to all stakeholders who may be affected by such activities. Socially responsible marketing need not be incompatible with a profit maximising objective (Palmer, 2012, p. 78). Social responsibility is focused around providing the stakeholders with not only the service they expect; but also providing stakeholders with a confidence that corporations are acting in a way that follows their ideals and values. Corporations are under pressure to develop products and services that allow immediate gratification and also positive long term effects on society. Corporate social responsibility covers a wide range of issues such as environment, community, corporate governance, diversity, employee relations, human rights and product quality however companies must deal with stakeholders, not society, and corporate social responsibility must distinguish between stakeholder needs and social issues (Prasnikar, 2006, p. 327). The corporations cannot act in a way that is completely altruistic; they must create a marketing plan that tailors to needs and values of their stakeholders which in turn should therefore build a solid dialogue with stakeholders. Having a clear grasp on corporate social responsibility is highly beneficial to any marketing manager, with the rise of social media the stakeholders have been empowered and hold the ability to damage, destroy and boycott businesses. Motivated by news reports and misconduct, customers have increasingly demanded corporations behave responsibly. In many cases, ethical behaviour and social responsibility have become customer expectations (

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