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Marketing and CSR

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by

Hughie G

on 15 May 2014

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Transcript of Marketing and CSR

HOW DOES
CSR RELATE
TO MARKETING?

MECM30013 Marketing Communications
MBA MCom BCom (Hons) BA DipModLang
PRESENTED BY: Hugh G
What is Marketing?
Product

Placement

Price

Promotion/Public Relations

Physical Evidence

Process

People
Ethical issues
in marketing communications
Contemporary ethical theories
How do situational factors affect ethical decision making?
Moral intensity
Magnitude of consequences
Social consensus
Probability of effect
Temporal immediacy
Proximity
Concentration of effect
Moral framing
Rewards
Authority
Bureaucracy
Work roles
Organisational culture
National context
Which theory should I use?
What are the individual influences?
Age and gender
National and cultural characteristics
Education and employment
Locus of control
Cognitive moral development
Personal values
Personal integrity
Moral imagination

Case studies
Other resources
Criticisms
These ethical approaches have been criticised as too:
abstract
reductionist
objective and elitist
impersonal
rational and codified

National and cultural characteristics
Be sure to go to the next lecture!
Questions?
Hugh G

Department of Management and Marketing
Faculty of Business and Economics

hughg@unimelb.edu.au




How can we analyse an ethical issue?
Product
Safety
Quality
Purpose
Ingredients & materials
Lifespan
Packaging
Pollution and wastage
Consumer exclusion
Manufacturing/Labour
Placement
Sourcing and logistics
Slotting fees
Gifts and bribes
Availability
Pricing
Marketing mix variables and CSR
How do the other marketing mix variables link to CSR?
What is CSR?
Can a corporation:
have social responsibilities?
be morally responsible for its actions?
Marketing and CSR:
A Blueprint

Deception and puffery
Misleading claims
Intrusiveness
Invasion and colonisation
Promotion of materialism
Creation of artificial wants
Perpetuating dissatisfaction
Reinforcing stereotypes
Offensive/Bad taste
Manipulative
Targeting vulnerable consumers
Consumer exclusion

Ethical decision making process
Recognise moral issue; Make moral judgement; Establish moral intent; Engage in moral behaviour
Likely to have a significant effect on others

Likely to be characterised by choice

Perceived as ethically relevant by one or more parties
What is an ethical issue?
Individualism/Collectivism
Power distance
Uncertainty avoidance
Masculinity/Femininity
Short/Long term orientation
How is unethical behaviour rationalised?
Denial of responsibility

Denial of injury

Denial of victim

Social weighting

Appeal to higher loyalties

Metaphor of the ledger
Excessive pricing
Price fixing
Price deception
Predatory pricing
Full transcript