ANALYSING THE MARKETING ENVIRONMENT, CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY AND MARKETING ETHICS

Marketing Environment

Immediate Environment

Corporate Partners

Consumers

Competitors

Company Capabilities

Macroenvironment Factors

Culture

Demographics

Social Trends

Technological Advances

Economic Situation

Political Environment

National culture

Regional Culture

Generational Cohort

Income

Education

Gender

Ethnicity

Privacy Concerns

Greener Consumers

Health and Wellness Concerns

Inflation

Consumer Confidence

Conscious Marketing: Principles

Recognition of marketing's greater purpose

Consideration of stakeholders and their interdependence

The presence of conscious leadership, creating a corporate culture

The understanding that decisions are ethically based

Corporate Social Responsibility

Actions taken by the company to address the ethical, social and environmental impacts of its operations

Differences between Conscious Marketing and Corporate Social Responsibility

In terms of corporate culture

CSR: Does not affect its corporate culture

CM: Integrates the idea of being caring into the culture

In terms of the way the business is viewed

CSR: View the business as silos with no impact on its surrounding people and environment

CM: Has a holistic view on business with its impacts being long-reaching

In terms of the ideas being incorporated in the business

CSR: There is a separate department dedicated to it

CM: social responsibility is the core of the business and all deicisions are made with that in mind

Marketing Ethics

Refer to ethical issues that are tailored to the area of marketing

How Marketing Ethics is an integral part of a firm's CM strategy: Marketers have the most direct connection to consumers and also make decisions on how their products will affect the environment