Page 351 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 15.5 Review Questions

1. Discuss the ethical issues involved in marketing, especially advertising.
2. Take the example of ‘Fair and Lovely’ advertisements and discuss the underlying ethical
issues.
3. If you were the marketing manager of a garments manufacturing firm, what initiatives
would you take to market your product effectively without causing any harm to the
environment?
4. Describe ‘ecological ethics’ in your own words.
5. What do you understand by ‘green marketing’? Give a few examples to make it clearer.

6. Do you think Indian companies are on a right track as far as CSR is concerned? Justify your
answer.
7. “CSR is a vehicle on which the companies can race past the profit highway towards
growth”. Comment.
8. “Expenditure on social responsibility is actually an investment.” Comment.
9. Pick any one national and one multinational company and discuss their sustainable
marketing strategies.
10. Tata Group has always been labeled as an ethical and responsible company. Discuss some
of the initiatives taken up by the company that justifies the tag.

Answers: Self Assessment

1. True 2. True
3. False 4. False
5. True 6. False

7. True 8. True
9. Social responsibility 10. Consuemrism
11. Ecology 12. Green
13. Resale 14. ITC

15. Deutsche
15.6 Further Readings

Books Eric N. Berkowitz, Roger A. Kerin, Steven W. Hartley, William Rudelius, et al.,
5th ed. “Marketing,” Irwin/MacDraw-Hill, 1997.
Keith Davis and William C. Frederick, Business and Society: Management, Public
Policy, and Ethics, 1984.
Margaret A. Stroup and Ralph L. Newbert, “The Evolution of Societal
Responsibility,” Business Horizons, March-April 1987.
S H H Kazmi, Marketing Management – Text and Cases, Excel Books.

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