5.20

• Corporate social responsibility issues in

  establishing a customer base

  Most marketing decisions can be judged to be ethical or unethical,

  legal or illegal.
• Marketing managers should never forget that the business exists as a

  result of its customers.
• Criticisms of marketing

  More goods and services can lead to an

  improvement in our material standard of

  living but may not lead to an

  improvement in our non-material

  standard of living.
• Product Placement

  Businesses are keen to use product

  placement because it allows them to

  reach savvy but advertisement-weary

  consumers.
• Socially responsible marketing

  In addition to ensuring a customer

  focus, a business can take some

  specific steps to market its

  products or services in a manner

  that is of genuine benefit to the

  community.
• Green marketing refers to the practice of promoting and selling products based on their real or perceived environmental benefits.
• Protection of consumer privacy

  Businesses need to effectively manage the data they gather from customers (see section 5.14.7). This relates to

  businesses’ responsibility to collect, use and store customers’ personal data in such a way that customers feel their data is

  secure and their privacy is protected.
• Those involved in marketing need to be aware

  that it is an activity that is often criticised, as many

  believe it lacks a strong code of conduct.

  Therefore, it is important not to act in a way that

  confirms these criticisms.
• Socially responsible marketing can include the

  sponsorship of community organisations and

  highlighting the positive environmental elements

  of the product being marketed.
• Businesses have a responsibility to collect, use

  and store customers’ personal data in a way that

  secures their data and protects their privacy.