Socially Responsible Marketing
Socially Responsible Marketing
Table of Contents Origins of Social Marketing 1 Definition of Socially Responsible Marketing: 2 Social Issues: 2 Bono’s Product (RED) Initiative: Reducing CSR to Cause-Related Marketing by Stefano Ponte, Lisa Ann Richey and Mike Baab 3 Social Marketing Mix 3 Product – offer made to target adopters 3 Price – costs that consumers have to bear 4 Special focus on GAP: 5 ETHICS 6 Definition 6 The Organisational Moral Development Model – Reidenbach and Robin,1991 6 Concerns 7 Segmentation 7 Materialization of society – do the young people receive the correct message? 7 Research - Consumer privacy: 7 Pricing 8 Product development: 8 Distribution 8 Personal selling 8 Advertising 8 International marketing 9 EVALUATION: (PRODUCT)RED Criticisms and Articles 9 Social Marketing vs. Commercial Marketing 10 Mark Rosenman, April 11, 2007 - The Patina of philanthropy 10 Further criticism 12 Advertising - Carla C. J. M. Millar and Chong Ju Choi, 2003 12 Consumer experience – Product Red is a social good and consumers respond back 13 Culture as a commodity 14 The dependence effect: 14 Vance Packard,The Hidden Persuaders, 1957 14
Origins of Social Marketing
* Kotler and Zaltman (1971): application of marketing to solution of social and health problems, and “to sell brotherhood like soap” (Wiebe, 1951) * We can use marketing to make people choose one thing from hundreds, so why can’t we sell “brotherhood like soap” * Planned social change which involves an exchange relationship between the client and change agent (Niehoff, 1966)
Definition of Socially Responsible Marketing: * Harnesses desirable social causes, such as the environment and consumerism, to advance the interests of a commercial organisation * RED campaign works with Global Fund (non-profit organisation) with each of their partners (Gap, Apple etc.) as the profiting companies behind them
Table of Contents Origins of Social Marketing 1 Definition of Socially Responsible Marketing: 2 Social Issues: 2 Bono’s Product (RED) Initiative: Reducing CSR to Cause-Related Marketing by Stefano Ponte, Lisa Ann Richey and Mike Baab 3 Social Marketing Mix 3 Product – offer made to target adopters 3 Price – costs that consumers have to bear 4 Special focus on GAP: 5 ETHICS 6 Definition 6 The Organisational Moral Development Model – Reidenbach and Robin,1991 6 Concerns 7 Segmentation 7 Materialization of society – do the young people receive the correct message? 7 Research - Consumer privacy: 7 Pricing 8 Product development: 8 Distribution 8 Personal selling 8 Advertising 8 International marketing 9 EVALUATION: (PRODUCT)RED Criticisms and Articles 9 Social Marketing vs. Commercial Marketing 10 Mark Rosenman, April 11, 2007 - The Patina of philanthropy 10 Further criticism 12 Advertising - Carla C. J. M. Millar and Chong Ju Choi, 2003 12 Consumer experience – Product Red is a social good and consumers respond back 13 Culture as a commodity 14 The dependence effect: 14 Vance Packard,The Hidden Persuaders, 1957 14
Origins of Social Marketing
* Kotler and Zaltman (1971): application of marketing to solution of social and health problems, and “to sell brotherhood like soap” (Wiebe, 1951) * We can use marketing to make people choose one thing from hundreds, so why can’t we sell “brotherhood like soap” * Planned social change which involves an exchange relationship between the client and change agent (Niehoff, 1966)
Definition of Socially Responsible Marketing: * Harnesses desirable social causes, such as the environment and consumerism, to advance the interests of a commercial organisation * RED campaign works with Global Fund (non-profit organisation) with each of their partners (Gap, Apple etc.) as the profiting companies behind them