Page 337 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing Rajesh Verma, Lovely Professional University

Notes Unit 15: Sustainable Marketing

CONTENTS
Objectives

Introduction
15.1 Ethical Behaviour of Firms

15.1.1 Understanding the Ethical Conduct
15.1.2 Marketing Related Ethical Issues
15.1.3 Encouraging Ethical Behaviour
15.2 Social Responsibility

15.2.1 Social Responsibility Issues
15.2.2 Social Responsibility Issues – Indian Scene

15.3 Summary
15.4 Keywords
15.5 Review Questions
15.6 Further Readings

Objectives

After studying this unit, you will be able to:
Define ethics and ethical behaviour
Discuss the ethical issues that are viewed as important in marketing practices

Know how companies can encourage ethical marketing practices
Explain the concept of social responsibility of businesses

Introduction

Sustainable marketing is way of marketing that combines the needs of the customer, the
organisation and the society, in general, over a long term. It means designing and marketing
products and services that can be used unanimously by all the consumers across the globe over
long periods, without causing any harm to the consumers or the environment. It is becoming
more common for companies to achieve this status to generate favorability amongst their
customers. However, there are no strict guidelines that can categorize a company as a sustainable
company.

Some authors associate sustainable marketing with concepts like social responsibility and ethical
marketing. These concepts are based on the thought that the company’s task is to determine the
needs, wants and interests of the target markets and to deliver the desired level of satisfaction in
an efficient manner. Preserving or enhancing the consumer’s and society’s well-being is the key.
In this unit, you are going to learn about the ethical and social responsibility issues in marketing.

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