Qualification Corporate Social Responsibility SRM: Social Responsibility in Marketing

     

 

Qualification

Graduate
Diploma In Management

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Module
Name

Marketing
Management

Module
Number

GDM
404

Assignment
Title

Social
Responsible Marketing for business in new generation

Name
of Candidate

R.A.Piyumi Kalpana

Candidate
No.

440071728

Submission
Date

 

Word
Count

 

 

 

Table
of Content

List
of Abbreviations ………………………………………………………………….      3

1.0  Introduction
……………………………………………………………………….      4

2.0  Theoretical
Perspective ………………………………………………………….     4

2.1  Importance
of SRM ………………………………………………………       4

2.2  Distinctive
Characteristics of SRM ……………………………………..     5

2.2.1     Customer
Orientation …………………………………………      5

2.2.2     Product
Quality ………………………………………………..     5

2.2.3     Ethical
Pricing …………………………………………………     5

2.2.4     Safety
…………………………………………………………..      5

2.3  Types
of SRM …………………………………………………………….      6

2.3.1     Environmental/
Green Marketing ……………………………      6

2.3.2     Enlightened
Marketing ………………………………………      6

2.4  Social
responsible business models ………………………………….       7

2.5  Cause
related marketing ………………………………………………..      7

2.6  Social
marketing …………………………………………………………      8

3.0   Analysis ………………………………………………………………………….       8

4.0  Conclusion
………………………………………………………………………       11

5.0  List
of references ………………………………………………………………..       12

 

 

List of Abbreviations

CSR: Corporate Social Responsibility

SRM: Social Responsibility in Marketing

 

 

1.0  Introduction

In a marketing setting
there is still no unmistakable clarification of what social responsibilities in
marketing is (Carrigan and Attalla, 2001). Absence of clarification suggests
that examination of Corporate Social Responsibility (CSR) in marketing effortlessly
holds a nearsighted view with an attention on restricted measurements of CSR
(Maignan and Ferrell, 2004).

So the social
responsibility is critical to a business since it shows to the two customers
and the media that the organization appreciates more extensive social issues
that have no immediate effect on net revenues. For instance, freely held
organizations attempt “social responsible” exercises that may limit
benefit (Lantos, 2001), and contradiction in how social responsibility is really
accomplished (Carrigan and Attalla, 2001). Many changes like administrative
frameworks regularly expanding weight of society have constrained and affected
the associations’ marketing hones in a way that give focal points and give
advantages to society generally speaking and to themselves (Lambin,1997).

This exposition expects
to look at the social responsible marketing for business in new age. Author
will discuss importance of social responsibility, Distinctive
Characteristics of Social Responsibility in Marketing, types of social
responsibility in marketing, social responsible business models and analyses of
local example for social responsibility in marketing.

 

2.0  Theoretical
Perspective

2.1 Importance of social
responsibility in marketing

 

Kotler (1972) was a key originator of the societal marketing
development, who perceived that what shoppers’ want may not really be
beneficial for them, and in spite of the fact that advertisers may make a glad
client for the time being, over the long haul both purchaser and society may
endure as an immediate consequence of advertiser’s activities in
“fulfilling” the buyer. Social responsibility in marketing is vital
on the grounds that the training includes concentrating endeavors on pulling in
shoppers who need to have a constructive outcome with their buys (Wight, 2007).
Recyclable bundling, advancements that spread social mindfulness and parts of
benefits that advantage magnanimous gatherings are case of social
responsibilities. Many organizations have received social responsibility
procedures in marketing as a way to help the group or deliver administrations
and items that advantage society.

 

2.2 Distinctive
Characteristics of Social Responsibility in Marketing

 

Marketing is generally an arrangement of exercises
that are gone for making productivity in the work of the venture; they are
utilized to coordinate the stream of products and services from maker to
consumer. Yet in addition marketing is the vision for the traveler product,
seen through the viewpoint of the customer, on the grounds that the product
available gives increased the value of consumers.

 

2.2.1
Customer Orientation

 

Client introduction may make firms concentrate on their
clients excessively and, subsequently, to neglect recently rising client needs
(Christensen and Thicket, 1996), diminishing the curiosity of their items (Im
and Laborer, 2004) and their capacity to create showcase leap forward
developments (Zhou, Yim and Tse, 2005) and also decreasing firm execution (Voss
and Giraud Voss, 2000).

 

2.2.2
Product Quality

 

As
per Bresnahan (2010), item quality is the life-support of value control, since
it guarantees that clients can purchase superb items or administrations with
dependable dependability. An item quality diminishes botches and adjusts, and
in addition misuse of labor, materials and along these lines increment yield
with less exertion (Eckert and Hughes, 2010).

 

2.2.3
Ethical Pricing

 

Makers
and retailers hone moral evaluating strategies to procure benefits without
swindling contenders or customers. In spite of that, contender’s value,
comfort, accessibility and different variables influence purchaser impressions
of reasonable evaluating (Wight,
2007).

2.2.4
Safety

 

Wellbeing
is understood flexibility from threat. It is inalienable security from or from
being presented to; the danger of destructive items (Cannas and Noordhuizen,
2008). Once the issue is distinguished the organization can gather information
to help enhance the item and diminish or disposing of the peril.

 

2.3 Types
of Social Responsibility in marketing

 

2.3.1
Environmental/Green Marketing

 

Green marketing
comprises of an extensive variety of business exercises which expects to
fulfill clients’ needs and needs, and in addition reduce the negative effects
on the common habitat (Tiwari, Tripathi, Srivastava, and Yadav, 2011). The
organizations can rehearse the green item or administration improvement to
institutionalize the item or administration alteration and deal with the crude
materials with natural concerns in this manner, diminish the negative effects
on human wellbeing and condition (Tsai, Chuang, Chao and Chany, 2012). As
indicated by Ankit and Mayur (2013), most markets utilize green promoting with
contamination free message to draw in shopper’s consideration. It can upgrade
their insight into the items and environmental issues.

 

2.3.2
Enlightened Marketing

 

Enlightened
marketing tries to address a portion of the reactions of customary marketing
rationalities and their effect on the group overall by consolidating five
standards. The enlightened marketing rationality holds that an organization’s
marketing strategies ought to dependably be purchaser situated, imaginative,
advantageous to society, of long haul esteem and in light of a feeling of
mission. This idea holds that the association’s assignment is to decide the
requirements, needs and premiums of an objective market and to convey the
coveted fulfillments more viably and productively than rivals in a way that jam
or upgrades the shopper’s and society’s prosperity (Kotler, 1972).

 

2.4 Social Responsible
business models

 

The
different social responsibility approaches already some kind of business
movement incorporated into the association’s plan of action. The business would
guarantee its dedication to law, moral norms and worldwide social benchmarks
Wight, J. (2007).  And also would
incorporate organizations tolerating responsibility for the effect of their
exercises, paying little heed to lawfulness, on nature, customers,
representatives, groups, partners and all other important individuals from
people in general compass.

 

2.5
Cause Related Marketing

 

Cause related
marketing is characterized as the way toward figuring and actualizing exercises
that are described by contributing a particular add up to assigned non-benefit
exertion that, thusly, causes clients to participate in income giving trades
(Mullen,1997). Cause related marketing has an awesome potential in helping
advertisers to remain tuned in to the mind-set of the general population, as it
is more delicate, reliable and applicable to society (Duncan and Moriarty,
1997). On the off chance that cost and quality are equivalent will probably
change to a brand that has a cause related marketing advantage (RSW, 1993,
1996).

 

Cause related
marketing mostly centered around two territories. Cause related marketing of
organizations and consequences for buyer conduct and other significant classes
of partners. Drumwright’s examination (1996) demonstrates that Cause related
marketing strongly affects the general population inside the organizations, for
example, representatives, administration.

 

Larson et al (2008)
demonstrates that there is a like between cause related marketing and deals
powers execution. They concentrate on how such battles focused to a particular
gathering of customers impact the response of different deals powers.

 

 

 

2.6 Social
Marketing

 

Social marketing
unequivocally draws from commercial marketing. Kotler and Zaltman (1971)
historic point article that proclaimed the development of social marketing, for
example, According to Wibe (1951) was roused by question of “for what
reason would you be able to offer fellowship and normal speculation like you
offer cleanser?” (p.979). Essentially, a standout amongst the most
ordinarily refer to meanings of social marketing depicts the training as
“the adaption of commercial marketing innovations to programs intended to
impact the deliberate conduct of target crowds to enhance their own welfare and
that of the general public of which they are a section” (Andreasen, 1994).

 

Social and commercial
marketing are worried about changing the conduct of a focused on gathering of
people. Commercial marketers are understanding that they have a more extensive
responsibility to shoppers and to society all the more generally. Social
marketers have generally drawn on the advantages of changes in conduct
gathering to the person and to society, in spite of the fact that the
refinement is now and then more unobtrusive.

 

The qualification
amongst social and commercial marketing is falsely made. It might be that
whether the emphasis is on the individual or society. It might even be that
they are not fundamentally unrelated but instead, two measurements that can be
accentuated to changing degrees.

 

3.0  Analysis

Being socially
responsible means an affiliation shows stress for the all-inclusive community
and condition in which it executes business. Notwithstanding, transnational
organizations situated in Sri Lanka have a tendency to be guided by the more
formal approaches of the parent organizations, with some adaptability to suit
the local setting (Global Ready, 2004). Social Duty activities of Sri Lankan
firms can be comprehended from two wide sides: mainstream noticeable level and
the interior approach level. For instance, Union Assurance PLC, an insurance
agency, has been completing an open mindfulness movement on general wellbeing
went for kids. The organization supported an open mindfulness crusade on
assurances to be taken in lighting firecrackers in bubbly seasons. This has
brought about a huge decrease in consume mischances. Sampath Bank, a local
commercial bank, supports an open mindfulness battle about safeguarding woods.
D Samson ventures, a local shoe producing and circulating organization, arrange
an island wide school workmanship rivalry with a view to enhancing the
aesthetic aptitudes of youngsters. So there is a positive picture of the
organization in the eye of the general population and the representatives’
assurance is expanded, which thusly positively affects the efficiency of the
organization. Dialog Axiata PLC is the biggest broadcast communications
specialist organization in Sri Lanka with the nation’s biggest versatile system
administrator. They use SMS marketing services. They send messages about local
news and free services of them. Because of those things customers like to use
their service. Customers think Dialog is not only profit earned company. Also
they care about the customer satisfaction.

 

Recommendation for
improvement of authors’ oraganisation,

 

Sri Lanka Insurance
Corporation Ltd is a client centered organization and the biggest state
possessed back up plan in Sri Lanka. Sri Lankan Insurance provides for all the
Sri Lankan school youngsters to “Suraksha Insurance”. Propelled under
the subject “Always secure the offspring of the country”, the
suraksha insurance will aid both the physical and mental prosperity of all Sri
Lankan youngsters by guaranteeing budgetary help with instance of ailments,
mishaps and inabilities both all through school, guaranteeing continuous training
for kids. As indicated by social responsibility ventures, they have Sri Lanka
Insurance Suba Pathum Scholarship conspire. They give this grant for top
positioning understudies. Likewise led a Donate battle for devote to
raise-financing to give a Continuous Renal Replacement Therapy machine. Also
organization did a venture to raise open mindfulness about street wellbeing.
Name of the venture “Parissamin gihin enna”. Also the creators’
organization has business ads like individuals’ inspiration, life insurance and
nation security. In view of those promotions oraganisation can get more
fascination of buyers. They can build the shoppers trust. As a business
advertiser, association gatherings customers, center useful needs and
additionally giving expanded transformative upgrades. As a social advertiser:
for instance, the association has a business ad about the securing the country.
This promotion says association mind all aspects of the country like
individuals, nature and culture. Their unmistakable showcasing techniques were
utilized to guarantee that the organization is marking activities remained to
finish everything. Limited time exercises were sorted out in the nation to
build mark mindfulness among people in general. For instance, organization
included the Sri Lanka Super Sevens 2016 universal rugby competition.

 

So Actively
reassuring the improvement of socially responsible programs and requesting
thoughts and cooperation from representatives and ensuring that organization
puts its cash where its mouth is with regards to social responsibility, can
guarantee that business positively affects the world.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

4.0  Conclusion

The social
responsibility is exceptionally significance to both society and business
associations. In spite of the fact that there are a few contentions for and
against social responsibility, considerably a greater amount of the
associations would make a move on social responsibility was made, some of that
was at that point talk about on past pages. Trusted that, the best interest of
business associations is social obligations that would be advantage in the long
keep running of organization can be gain more benefit and advantage to the
human and the earth.

 

Authors’ organisation
is a Sri Lanka Insurance Corporation Ltd. Trust is crucial to the insurance
business. The “picture” of the insurance organization will be
reestablished in light of the fact that the “truth” will have change.
This will happen on account of the social responsibility. At that point, future
ages may have the likelihood to adapt better to the more unsafe world they will
inherit from display age.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

5.0  List
of References

Andreasen,
A.R. (1994) ‘Social marketing: its definition and domain’, journal of Public Policy and Marketing, 13 (1), pp.108-114.

Andreasen,
A.R. (2006) Social Marketing in the
Twenty-first Century, Saga Publication: Thousand Oaks, CA.

Ankit,
G. and Mayur, R. (2013) ‘Green marketing: Impact of green advertising on
consumer purchase intention’, Advance Management, 6 (9), pp. 14-17.

Bresnahan,
T.F. (2010) ‘Longitudinal shifts in the drivers of satisfaction with product
quality: The role of attribute resolvability’, Journal of Economics, 16
(2), pp. 253-268.

Carrigan,
M. and Attalla, A. (2001) ‘The myth of the ethical consumer: Do ethics matter
in purchase behaviour?’, Journal of Consumer Marketing, 18 (7), pp.
56-77.

Christensen,
C.M. and Bower, J.L. (1996) ‘Customer power, strategic investment and the
failure of leading firms’, Strategic Management Journal, 17 (3), pp.
197-218.

Drumwright,
M.E. (1996) ‘Company advertising with a social dimension: The role of
non-economic criteria’, Journal of Marketing, 60 (4), pp. 71-87.

 Duncan, T. and Moriarty, S. (1997) Driving
Brand Value: Using integrated marketing to manage profitable stakeholder
relationships, New York: McGraw-Hill.

Eckert,
C. and Hughes, B. (2010) ‘The root of the cause’, Industrial Engineer
Journal, 42 (2), pp. 38-43.

Hatcher,
M. (2002) ‘New corporation agendas’, Journal of Public Affairs, 3 (2),
pp. 32-38.

Im,
S. and Workman, J.P. (2004) ‘Market orientation, creativity and new product
performance in high-technology firms’, Journal of Marketing, 68 (2), pp.
114-132.

International
Alert (2004) peace through: Sri Lankan perspective on corporate social
responsibility, Colombo.

Kotler,
P. (1972) ‘What consumerism means for marketers’, Harvard business review,
Vol. 50, May-June, pp. 48-57.

Kotler,
P. and Keller, K.L. (2006) Marketing Management. 12th edn.
New Jersey: Pearson Prentice Hall.

Kotler,
P. and Keller, K.L. (2016) Marketing Management. 15th edn.
Pearson Education Limited: Pearson.

Kotler,
P. and Zaltman, G. (1971) ‘Social Marketing: an approach to planned social
change’, Journal of Marketing, 35 (3), pp. 3-12.

Larson,
B.V. et al., (2008) ‘Linking cause-related marketing to sales forces
responses and performance in a direct selling context’, Journal of the
Academy of Marketing Science, 36 (2), pp. 271-277.

Maignan,
I. and Ferrell, O.C. (2004) ‘Corporate social responsibility and marketing: an
integrative framework’, Journal of the Academy of Marketing Science, 32
(1), pp. 3-19.

Mullen,
J. (1997) ‘Performance based corporate philanthropy: how giving smart can
further corporate goals’, Public Relation Quarterly, 42 (2), pp. 42-48.

RSW (1996)
The Green Gauge Report, New York.

Sarkar,
A.N. (2012) ‘Green branding and eco-innovations for evolving a sustainable
green marketing strategy’, Asia-Pacific Journal of Management Research and
Innovation, 8 (2), pp. 39-58.

Tiwari,
S., Tripathi, D.M., Srivastava, U. and Yadav, P.K. (2011) ‘Green
marketing-emerging dimensions’, Journal of Business Excellence, 2 (1),
pp. 18-23.

Tsai,
M.T., Chuang, L.M., Chao, S.T. and Chang, H.P. (2012) ‘The effects assessment
of firm environmental strategy and customer environmental conscious on green
product development’, Environment Assess, Vol. 184, pp. 4435-4447.

Vargo,
S.L. and Lusch, R.F. (2004) ‘Evolving to a new dominant logic for marketing’, Journal
of Marketing, Vol. 68, pp. 1-17.

Voss,
G.B. and Giraudvoss, Z. (2000) ‘Strategic orientation and firm performance in
an artistic environment’, Journal of Marketing, 64 (1), pp. 67-83.

Wiebe,
G.D. (1951) ‘Merchandising commodities and citizenship on television’, Public
Opinion Quarterly, Vol. 15, pp. 679-691.

Wight,
J. (2007) ‘The Treatment of Smith’s Invisible Hand’, Journal of Economic
Education, 38 (3), pp. 341-358.

Zhou,
K.Z., Yim, C.K. and Tse, D.K. (2005) ‘The effects of strategic orientations on
technology and market-based breakthrough innovations’, Journal of Marketing,
69 (2), pp. 42-60.

 

 

 

 

 

 

 

 

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