Ethics, corporate and social responsibility (MC, unit 1)

cause-related marketing developed in response to perceived need to increase credibility

Against the 'immoral' argument
- Does marketing communications stimulation of desires for a better lifestyle reflect the value of marketing communications or just society?
- Fuels economic prosperity by opening new growth areas.
- Stimulates competition to produce new products and ensure consumer choice.

marketers must balance own needs with those of society (Kotler '00)

Legal and regulatory frameworks - exist to ensure performed in an acceptable manner (self-regulatory codes too)

• Advertising to children
• Product labelling (and debate surrounding FSA traffic light system)
• Confusion pricing (different bases of pricing prevent direct price comparisons, e.g. phones)