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SOCIAL RESPONSIBILITY • An organization’s obligation to maximize its positive impact and minimize its negative impact on society. • Ignoring responsibility can cause distrust and prompt regulation. • Being responsible can generate positive publicity and boost sales. MARKETING GOLDEN CHAPTER 4 CAUSE-RELATED MARKETING • The practice of linking products to a particular social cause on an ongoing or short-term basis. Adds value for customers MARKETING GOLDEN CHAPTER 4 GREEN MARKETING • The specific marketing of products that do not harm the natural environment. • Eliminate Waste • Reinvent the Product • Price Reflects Cost • Make Environmentalism Profitable MARKETING GOLDEN CHAPTER 4 ETHICS • • Ethical Issue: Requires a choice among several actions that must be evaluated as right or wrong. Ethical Philosophies: Utilitarianism Ethical Formalism (The Golden Rule) Kant’s Categorical Imperative The Professional Ethic The TV Test MARKETING GOLDEN CHAPTER 4