Understanding Ethical Dilemmas in Corporate Marketing
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What is an ethical dilemma in a company?
One knows when they have a significant ethical conflict when there is a presence of:
- Significant value conflicts among differing interests
- Real alternatives that are equally justifiable
- Significant consequences on stakeholders in the situation
An ethical dilemma exists when one is faced with having to make a choice among these feasible, comparable, and relevant alternatives.
Social Marketing Concept:
• Sustainable marketing is that which is used by a corporation to demonstrate their corporate social responsibility. Although a commercial company may engage in social marketing—promoting support for public radio, for instance—sustainable marketing for the purposes of promoting their own business does not qualify as social marketing.
• Commercial (the usual) marketing with a social focus may run the gamut from advertising a new 100% recycled plastic water bottle car component to encouraging people to buy a car. While these marketing campaigns are promoting eco-friendly products that will certainly have benefits for society, their primary focus is not societal good; it is selling a product.
• Social media marketing (SMM) is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. It is part of commercial marketing (online marketing specific for online businesses), complementary and integrated with offline marketing for mixed physical and web companies.
3 Key Components to be Considered “Company Social Marketing”:
- A company trying to promote some business content (brand, sales, etc.).
- A message acting as the connecting link to customers' general social interest (common across all segments targeted).
- A social content (well-being, welfare, social objectives) central in the communication.