Socially responsible marketing

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Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.^[1]

Socially responsible companies should aspire to produce desirable products. Desirable products provide immediate satisfaction and long term benefits.^[1] These products are sought by consumers for immediate gratification and also benefit society and consumers in the long term.

An example of socially responsible marketing would be the advertising of alcoholic drinks when there are no rules or regulations. A beer company that decided to use socially responsible marketing would avoid advertising its products to minors. The company would focus its advertising around late night television programming or adult magazines that minors are less likely to read.

Another example of socially responsible marketing is a mail order catalogue company using recycled paper to make its catalogues. Advertising this in the catalogue could help convince customers that the company is environmentally conscious and makes an effort to protect the environment. By appealing to this audience companies can differentiate themselves from competitors and potentially gain market share.

[edit] References

1. ^ ^{a b} Armstrong, Gary, and Philip Kotler. Principles of Marketing. 12th ed. Upper Saddle River, NJ: Pearson Education, Inc., 2008