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