| Sustainable Marketing: Social Responsibility and Ethics 583
Chapter 20 | Sustainable Marketing: Social Responsibility and Ethics 583
FIGURE | 20.1 s
Sustainable Marketing
Now
Marketing concept
Strategic planning
concept
Sustainable marketing means The marketing concept means meeting
meeting current needs in a way the current needs of both customers and
Sustainable
that preserves the rights and the company. But that can sometimes
Future
Societal marketing
options of future generations mean compromising the future of both.
Needs of Consumer
of consumers and businesses.
Now
Future
Needs of Business
Sustainable marketing
wants more effectively and efficiently than competitors do. It focuses on meeting the com- Socially and environmentally responsible
pany’s short-term sales, growth, and profit needs by giving customers what they want now. marketing that meets the present needs
However, satisfying consumers’ immediate needs and desires doesn’t always serve the fu- of consumers and businesses while also
ture best interests of either customers or the business.
preserving or enhancing the ability of future generations to meet their needs.
For example, McDonald’s early decisions to market tasty but fat- and salt-laden fast foods created immediate satisfaction for customers and sales and profits for the company. However, critics assert that McDonald’s and other fast-food chains contributed to a longer- term national obesity epidemic, damaging consumer health and burdening the national health system. In turn, many consumers began looking for healthier eating options, causing
a slump in the sales and profits of the fast-food industry. Beyond issues of ethical behavior and social welfare, McDonald’s was also criticized for the sizable environmental footprint of its vast global operations, everything from wasteful packaging and solid waste creation to inefficient energy use in its stores. Thus, McDonald’s strategy was not sustainable in terms of either consumer or company benefit.
Whereas the societal marketing concept identified in Figure 20.1 considers the future wel- fare of consumers and the strategic planning concept considers future company needs, the sustainable marketing concept considers both. Sustainable marketing calls for socially and en- vironmentally responsible actions that meet both the immediate and future needs of cus- tomers and the company.
For example, as we discussed in Chapter 2, in recent years, McDonald’s has responded with a more sustainable “Plan to Win” strategy of diversifying into salads, fruits, grilled chicken, low-fat milk, and other healthy fare. Also, after a seven-year search for healthier cooking oil, McDonald’s phased out traditional artery-clogging trans fats without compro- mising the taste of its french fries. And the company launched a major multifaceted educa- tion campaign—called “it’s what i eat and what i do . . . i’m lovin’ it”—to help consumers
better understand the keys to living balanced, active lifestyles.
The McDonald’s “Plan to Win” strategy also ad- dresses environmental issues. For example, it calls for food-supply sustainability, reduced and environmen- tally sustainable packaging, reuse and recycling, and more responsible store designs. McDonald’s has even developed an environmental scorecard that rates its suppliers’ performance in areas such as water use, en- ergy use, and solid waste management.
McDonald’s more sustainable strategy is benefit- ing the company as well as its customers. Since an- nouncing its Plan to Win strategy, McDonald’s sales have increased by more than 50 percent, and profits have more than quadrupled. And for the past five years, the company has been included in the Dow Jones Sustainability Index, recognizing its commitment
to sustainable economic, environmental, and social
Sustainable marketing: McDonald’s “Plan to Win” strategy has both
created sustainable value for customers and positioned the company for a
performance. Thus, McDonald’s is well positioned for
profitable future.
a sustainably profitable future. 4
584 Part Four | Extending Marketing
Truly sustainable marketing requires a smooth-functioning marketing system in which consumers, companies, public policy makers, and others work together to ensure socially and environmentally responsible marketing actions. Unfortunately, however, the marketing system doesn’t always work smoothly. The following sections examine several sustainabil- ity questions: What are the most frequent social criticisms of marketing? What steps have private citizens taken to curb marketing ills? What steps have legislators and government agencies taken to promote sustainable marketing? What steps have enlightened companies taken to carry out socially responsible and ethical marketing that creates sustainable value for both individual customers and society as a whole?
Author In most ways, we all Comment benefit greatly from
Social Criticisms of Marketing (pp 584–592)
marketing activities. However, like Marketing receives much criticism. Some of this criticism is justified; much is not. Social crit- most other human endeavors,
marketing has its flaws. Here we ics claim that certain marketing practices hurt individual consumers, society as a whole, and
present both sides of some of the most
other business firms.
common criticisms of marketing.
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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