Responsible Marketing

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.

Philosophy is the study of general and fundamental problems, such as those connected with existence, knowledge, values, reason, mind, and language.[1][2] Philosophy is distinguished from other ways of addressing such problems by its critical, generally systematic approach and its reliance on rational argument.[3]

Reason is a term that refers to the capacity human beings have to make sense of things, to establish and verify facts, and to change or justify practices, institutions, and beliefs.[1] It is closely associated with such characteristically human activities as philosophy, science, language, mathematics, and art, and is normally considered to be a definitive characteristic of human nature.[2] The concept of reason is sometimes referred to as rationality and sometimes as discursive reason, in opposition to intuitive reason.[3]

Reason or "reasoning" is associated with thinking, cognition, and intellect. Reason, like habit or intuition, is one of the ways by which thinking comes from one idea to a related idea. For example, it is the means by which rational beings understand themselves to think about cause and effect, truth and falsehood, and what is good or bad.

In contrast to reason as an abstract noun, a reason is a consideration which explains or justifies some event, phenomenon or behavior.[4] The ways in which human beings reason through argument are the subject of inquiries in the field of logic.

Reason is closely identified with the ability to self-consciously change beliefs, attitudes, traditions, and institutions, and therefore with the capacity for freedom and self-determination.[5]

Psychologists and cognitive scientists have attempted to study and explain how people reason, e.g. which cognitive and neural processes are engaged, and how cultural factors affect the inferences that people draw. The field of automated reasoning studies how reasoning may or may not be modeled computationally. Animal psychology considers the controversial question of whether animals can reason.

Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."[1]

This replaces the previous definition, which still appears in the AMA's dictionary: "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."[2] It generates the strategy that underlies sales techniques, business communication, and business developments.[3] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.[3]

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.[citation needed] The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.[citation needed]

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.[4] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[4]

The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,[5] whose methods can be improved using a variety of relatively new approaches."

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.

A society, or a human society, is a group of people related to each other through persistent relations, or a large social grouping sharing the same geographical or virtual territory, subject to the same political authority and dominant cultural expectations. Human societies are characterized by patterns of relationships (social relations) between individuals who share a distinctive culture and institutions; a given society may be described as the sum total of such relationships among its constituent members. In the social sciences, a larger society often evinces stratification and/or dominance patterns in subgroups.

Insofar as it is collaborative, a society can enable its members to benefit in ways that would not otherwise be possible on an individual basis; both individual and social (common) benefits can thus be distinguished, or in many cases found to overlap.

A society can also consist of like-minded people governed by their own norms and values within a dominant, larger society. This is sometimes referred to as a subculture, a term used extensively within criminology.

More broadly, a society may be described as an economic, social, or industrial infrastructure, made up of a varied collection of individuals. Members of a society may be from different ethnic groups. A society can be a particular ethnic group, such as the Saxons; a nation state, such as Bhutan; or a broader cultural group, such as a Western society. The word society may also refer to an organized voluntary association of people for religious, benevolent, cultural, scientific, political, patriotic, or other purposes. A "society" may even, though more by means of metaphor, refer to a social organism such as an ant colony or any cooperative aggregate such as, for example, in some formulations of artificial intelligence.

Media Thinkers approach is to identify via a sociological and psychological reasoning those elements best for a community and to link the marketplace to such a community. Our constant mantras are “what public good does building a community respond to”, “why are we doing this” and “what can the marketplace do to improve/help the experience for the community?”

- Source reference Wikipedia