ESCUELA SUPERIOR POLITÉCNICA AGROPECUARIA DE MANABÍ

MANUEL FÉLIX LÓPEZ

CARRERA COMPUTACIÓN

SEMESTRE NOVENO PERÍODO SEP. /2017- MAR./2018

MARKETING

TEMA:

MARKETING ÉTICO
Y
SOCIAL AND BUSINESS RESPONSIBILITY IN MARKETING

AUTOR:
ZAMBRANO BRAVO IVÁN E.

FACILITADOR:

ING. LUIS ORTEGA

CALCETA, 6 DE FEBRERO 2018

 MARKETING ÉTICO

Honesty, truthfulness, informative transparency and responsibility are the main

pillars on which the work of marketing professionals must be based. It is
established by the first ethical code of the sector, presented yesterday by the
Marketing Association of Spain (MKT). The code offers recommendations to
companies such as respecting legality, being clear when communicating offers,
promoting fair treatment with suppliers, avoiding plagiarism or spreading rumors
about the competition. From now on, to be a member of MKT it will be necessary
to adhere to the code. "Making the code is the easy part, the complicated thing is
that it does not remain on wet paper," says Joan Fontrodona, professor of
Business Ethics at the IESE Business School.

SOCIAL AND BUSINESS RESPONSIBILITY IN MARKETING

The marketing industry has been accused by NGOs, groups of thinkers and the
media for feeding unbridled and unsustainable patterns of consumption.
Marketing practitioners are credited with a series of sins, such as encouraging
excessive consumption of natural resources by using too much packaging,
limiting the shelf life of products, producing greenhouse gases ... and the list does
not seem to end. Marketing is the most criticized and questioned business
function because it is the exposed arm of business and the closest link between
the company and the public it serves. One expression of this criticism is the
consumer defense movement, considered the shame of marketing (Drucker,
1975), its Achilles heel (Wensley, 1990) and the best proof that this discipline
would not be fulfilling the principles of sovereignty. of the consumer who both
proclaims. It seems that the public does not believe that the central objective of
marketing or the priority is the consumer but, rather, the maximization of the
economic results of the company. The consumer perceives that he is important
to the company only as a means to achieve business profitability goals.
The most frequent criticisms that marketing receives have to do with consumer
dissatisfaction as a buyer of goods and services. The consumer complains that
the products are of low quality, many are defective, dangerous or insecure,
sometimes useless or unnecessary and their life cycles are very short; the prices
are too high; intermediaries unnecessarily raise prices; and advertising is
deceptive; among other demands.

Faced with these criticisms and the evidence revealed in studies that
systematically show that "there is a critical attitude towards business in general
and marketing in particular, that there is growing concern about the impacts
caused by business in society and the environment. , as well as a general distrust
of the citizen towards the companies ", arises the need to expand the function of
marketing so that it incorporates the social and environmental concerns that
society demands of it.

Our purpose with this document is to propose an expanded function of marketing

that extends the traditional concept beyond the satisfaction of the consumer's
wishes and considers, in addition, its long-term well-being and contributes to
improving the quality of life of society in its set.

THE MARKETING FUNCTION SHOULD BE REVIEWED

Marketing was created to improve the quality of life of consumers, to make their
lives easier and more enjoyable. That is why marketing is said to create
usefulness (converts inputs and materials into successful products), from place
(delivery of products and services in convenient places), from time (ensures
availability at the right time), from ownership (transfers the right of use and
enjoyment) and information (remember, frequently, to the consumer the
experiences that he has when consuming and how happy he feels to live).

Marketing, as an activity, is as old as the history of humanity. All human beings,

regardless of age or gender, practice marketing. When a baby cries to get a
bottle, he does marketing; also the adolescent who fills his father with mimes
before asking for a permit that is difficult to obtain; and the Ministry of Health when
it launches a campaign to promote the control of blood pressure among the adult
population at risk.
Marketing as a business function, appears only in the second half of the twentieth
century, as a result of overproduction promoted by mass production and large-
scale. Later, when the markets are sufficiently supplied, it is necessary to deploy
additional efforts to place the products. As competition increases, companies
realize that you can no longer sell everything that is produced, then begins the
concern to know the market to then give what the consumer wants. This is how
the orientation towards marketing began: companies investigate the market to
find out what the consumer needs and wants and, from there, they decide what
they can offer to the market in a competitive way.

In this context, the concept of marketing as a philosophy that guides business

activity emerges. According to this "concept", companies investigate what
consumers want and give them a product or service that satisfies them, while
leaving them a reasonable profit. It is assumed that the practice of this philosophy
of customer service and mutual benefit guides the economy with an invisible hand
to meet the multiple and changing needs of millions of consumers. However, it
seems that this "invisible hand" is not working very well, if we take into account
the constant criticism that marketing is receiving from the consumer, the volume
reached by legislation aimed at protecting their interests and the growth of the
movement in consumer defense.

In response to these limitations, and in recognition of the social responsibility that

is attributed to marketing, new orientations have emerged that offer a more
comprehensive vision of the marketing concept and that contemplate the
reconciliation of the interests of the company with those of its consumers. and
with those of the long-term society such as illustrated marketing, holistic
marketing and social marketing.

These new marketing concepts are versions of the "expanded" marketing

concept that respond to the demands of today's society in which the globalization
of markets has highlighted the seriousness of the social and environmental
problems facing humanity. In this context, the traditional role of marketing has
been very limited and there has been a need to address the social and
environmental demands urgently demanded by society and the consumers
themselves. "These new demands put pressure on marketing to expand its
traditional function, beyond the conventional 4P's of the marketing mix."
(Schwalb, 2009: 73-74).

THE MARKETING FUNCTION EXPANDS

From the review of studies that have measured consumer opinion about the performance
of companies in general and marketing in particular; of the self-diagnosis instruments of
CSR that aim to measure the level of corporate social responsibility for their different
target audiences, one of which is the consumer; as well as the normative documents of
the CSR that are a reference in Latin America; We identified eight dimensions of social
responsibility that the consumer expects from the marketing of the companies. These
dimensions were submitted to the opinion of a panel of experts who reduced them to six.
These six dimensions are the following:

1. Quality of goods and services

This category refers to the level of quality that the consumer expects from the product or
service that he buys in exchange for the price he pays. This implies that the product
satisfactorily performs the function corresponding to its category, that it has no
manufacturing defects, that it offers a reasonable duration before becoming unusable,
that it does not harm the health of the consumer or jeopardize its safety, that it respects
the environment, honor the guarantees and these have a reasonable coverage, and take
into account, when designing products and services, customers with special needs such
as the handicapped, the elderly and children. When it comes to a service, quality
manifests itself in the level of professionalism of the company and the personnel that
deals with the client, in the reliability of the company, its accessibility, its understanding,
its communication capacity, its credibility, its security that provides the client and the
tangibilization of the services offered.

2. Quality of customer service

This category includes all the activities that the client expects the company to
carry out in order to facilitate the purchase decision and the expected use and
enjoyment of the goods and services that it finally purchases. This dimension
includes the distribution function that includes, in turn, the attention of the
consumer at the point of sale, the interest of sales personnel to serve the
customer and the cordiality with which it is treated during the purchase process.
It also includes the quality of the service the customer receives after the
purchase, when it requires repair or maintenance services, when it wishes to
make a change or return of merchandise or when it presents a complaint or a
claim. The quality of service is manifested in the attitude of collaboration, speed,
tact, discretion, availability, accessibility and efficiency of the service personnel.

Also included in this dimension are the qualities of the point of sale such as
location, ease of access, design of facilities, circulation, characteristics of the
environment -space, light, air, sound, etc.-, as well as the facilities offered by the
local - parking, valet parking, security, transport service to the car - among other
features.

3. Advertising and promotion practices

This category includes advertising, personal sales, promotional activities and all
activities carried out by the company to stimulate the sale of its products and
services. These ads belong to this dimension that are disclosed by the mass
media of social communication to sell a product or a service. It includes the
qualities of the commercial notices and the offers and promotions that accompany
the products and services. This category contemplates honesty, veracity and
transparency of commercial announcements as well as compliance with
voluntary codes of ethics. It also includes sales tactics respectful of human dignity
that do not abuse the vulnerabilities of consumers, nor use compulsive,
manipulative or deceptive sales that pressure the consumer to buy.

4. Consumer information
This dimension includes all the efforts made by the company to disseminate the
characteristics, properties, functions, risks and limitations of the products and
services it offers. It has to do with the truthfulness, honesty, clarity, transparency,
relevance, sufficiency and timeliness of the information that is delivered to the
consumer by means other than mass media such as labels, bulletins, brochures,
personal letters and all information transmitted to the consumer. or customer by
any representative of the supplier company. It includes the transparent
presentation of prices in a way that facilitates comparison with competitive
products or services available in the market. It also includes the clarity and
simplicity with which the consumer is informed about the credit conditions as well
as the form and appearance of the packages that do not induce to error.

5. Respect for consumer privacy

This category includes respect for the privacy and private spaces of the
consumer, which must be reflected in the existence of policies that protect it in
this regard. This implies that marketing activities do not interfere with the
consumer's private life without their authorization and do not invade their intimate
spaces, both physical (home, car, office, etc.) and temporary (times of day and
of the day). week). This category includes all invasive and intrusive selling
methods that violate the consumer's private spaces and rejects intrusive sales
techniques, unsolicited shipments and offers received by phone or mail that have
not been ordered. Likewise, it includes the limitation of the confidential
information that is requested to the consumer when it establishes a relationship
of exchange with the suppliers, as well as the use and final destination that the
supplier gives to this information.

6. Ethics and social commitment

This dimension includes all business ethics issues that run transversely and
simultaneously in all the previous categories and those whose content is of a very
general nature, such as "protection of consumer economic interests". This
includes, therefore, the issues that have to do with what is fair and equitable and
what is good for the well-being of the long-term consumer -such as the "promotion
of moderate consumption" - and for the environment -as the "promotion of
sustainable consumption that does not harm the environment". It assumes that,
in order to achieve their profitability objectives, the marketing strategies of the
companies do not take advantage of the vulnerabilities of the consumer or the
power of the supplier and take into account the context of the consumer so that
consumption is not encouraged beyond its possibilities are not encouraged
excessive indebtedness.