SOCIAL RESPONSIBILITY MARKETING

Social Responsibility Marketing



Social Responsibility Marketing

Introduction

Marketing plays a significant in role in ensuring congruence between buyers and society's interests. Marketing, if used responsible, is capable of protecting the social interests and of developing responsible behaviour. If consumers are said to be negatively affected by ads and commercials, the prevalence of social marketing can lead to improved behaviours. In social responsibility marketing, there is evaluation of design, implementation strategies for the welfare of society and it is aimed at changing social consciousness and brings about values, attitudes and behaviour to influence socially relevant elements and to maintain. It is often used synonymously with social marketing and non-profit marketing, marketing for non-profit organizations (Kotler, 2009,, 10).

Social responsibility marketing deals with philosophies, polices, procedures and actions that have enhancement of society's welfare as a primary objective. Social responsibility allows for easier measurement than marketing ethics. Government legislation can mandate socially responsible actions. Consumer activism can also promote social responsibility by business. Actions alone determine social responsibility and firm can behave responsibly, even under coercion. Government requirements may force firm to take socially responsible actions in matter of environmental policy, deceptive product claims and other areas. Also, consumer through their power to repeat or withhold purchases may force marketers to provide honest and relevant information and fair prices. Ethically responsible behaviour, on the other hand, requires more than appropriate actions; ethical intentions must also motivate those actions (Kotler, 2009,, 10).

Social responsibility marketing focuses on the systematic conviction for voluntary action, where instruments such as pricing, regulatory actions or sanctions as a means of state are not adequate. Social marketing is not to be confused with social media marketing, a special form of online marketing. Through social responsibility marketing in a broader sense, the acceptance of socially desirable attitudes and behaviours promoted permanently undesirable behaviour should be outlawed (Kotler, 2009,, 10).

Companies, whatever their size, are usually seen by the general public as an exclusively profit-oriented organizations. The alleged lack of social commitment is openly criticized, which is not exactly contributing to revamping the image of entrepreneurs. Therefore, greater social responsibility is required from entrepreneurs. The emphasis is placed more on the so-called ethical marketing. This is certainly not only since the mass layoffs in several large corporations, or since the climate debate of the case. The awareness of business changes the meaning of the policy of "small steps".

Precisely why it is opportune, with the theme of "social responsibility" deal decisively are opportunities in the area of ??social responsibility in marketing is not just for large corporations but also for SMEs and family businesses. Small and medium-sized companies take even usually have a fairly high degree of social responsibility, even without this exercise (Kotler, 2009,, 39).

Discussion

In most cases, the goal of social marketing is to improve the lives of individuals and society as a whole. For example, quitting smoking is good for health of former smokers and their families, as well as reducing health care costs, which compares favourably to the ...