In June 1995 the off-shore oil rig Brent Spar, owned by oil and petrol giants Dutch-Shell and British Esso, was supposed to be dumped in a depth of 2400 metres near the Scottish
westcoast. British institutions had already permitted the dumping, which due to institutional investigations didn’t violate the international environmental conventions made in Oslo and
Paris to protect the sea. But suddenly the environmental organization Greenpeace launched a European-wide protest campaign to prevent the dumping of Brent Spar, which resulted in massive boycotts of Shell’s petrol stations all over the continent. The enormous public support of Greenpeace’s campaign forced Dutch-Shell not to dump Brent Spar but to tow it into a Norwegian fjord where it has been stored until today. By now there hasn’t been a solution for the disposal of the oil rig.
In the case of Brent Spar everyone mentioned responsibility. The responsibility of the Dutch-Shell company to protect the environment, to report about future actions and their
consequences and to base decision-making on more than just the opinions of shareholders. According to the public opinion, Dutch-Shell hadn’t taken this responsibility, the so-called
social responsibility, which turned out to harm the image and sales of the company for years. This project work will explain the meaning and the role of social responsibility in marketing concerning past, present and future developments. Looking at the societal markteting concept supporting educational and cultural issues , we’ll see why and in which way firms adopt the societal marketing concept and how this affects their businesses, customers, organizations, governments and the society as a whole. But at first we have to define what we’ll be speaking about. So what do social responsibility and the societal marketing concept mean?
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Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Theory of the Societal Marketing Concept
- 3. Evolution of Social Responsibility
- 4. Societal Marketing Today
- 4.1. Why do companies adopt the societal marketing concept?
- 4.2. Implementation of Societal Marketing
- 4.3. Societal marketing supporting educational and cultural issues
- 4.3.1. In big business
- 4.3.2. In small business
- 4.3.3. Dangers and criticisms
- 4.4. Controlling societal marketing and social responsibility
- 5. Future development of societal marketing
- The future role of governments
- The future role of consumers
- The future role of companies, distributors and investors
- The future role of employees
- The future role of non-profit organizations and public institutions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This project work aims to explain the meaning and role of social responsibility in marketing, examining past, present, and future developments. It focuses specifically on the societal marketing concept and its support of educational and cultural issues, exploring why and how firms adopt this concept and its impact on businesses, customers, organizations, governments, and society as a whole.
- The societal marketing concept and its definition.
- The historical evolution of social responsibility in business.
- The implementation and challenges of societal marketing.
- The societal marketing concept's role in supporting educational and cultural issues.
- The future role of various stakeholders (governments, consumers, companies, etc.) in societal marketing.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter introduces the societal marketing concept through the lens of the Brent Spar incident, highlighting the conflict between Shell's business practices and public perception of social responsibility. It sets the stage for the project by emphasizing the importance of understanding social responsibility in marketing decisions and its consequences for various stakeholders.
2. Theory of the Societal Marketing Concept: This chapter defines the societal marketing concept, drawing from Kotler/Armstrong's "Principles of Marketing." It contrasts the societal marketing concept with other marketing philosophies, highlighting its emphasis on balancing consumer wants, company requirements, and the long-term interests of both consumers and society. The chapter also defines social responsibility and corporate social responsibility, emphasizing the company's commitment to acting responsibly beyond profit maximization.
3. Evolution of Social Responsibility: This chapter explores the historical development of social responsibility in business, tracing its emergence from the late 19th century's laissez-faire environment. It discusses the influence of factors like the rise of industrial empires and early criticisms of business practices, which led to increased governmental regulation and public concern. The chapter connects the historical context to the increasing relevance of the societal marketing concept today.
4. Societal Marketing Today: This chapter delves into the contemporary application of societal marketing, examining why companies adopt this approach. It explores the implementation strategies of societal marketing, focusing specifically on its role in supporting educational and cultural issues within both large and small businesses. The chapter also acknowledges the potential dangers and criticisms associated with societal marketing initiatives.
5. Future Development of Societal Marketing: This chapter looks towards the future role of various stakeholders in the continued development and implementation of societal marketing. It explores the anticipated responsibilities of governments, consumers, companies, distributors, investors, employees, and non-profit organizations in shaping a more socially responsible marketing landscape.
Schlüsselwörter (Keywords)
Societal marketing concept, social responsibility, corporate social responsibility, environmental responsibility, consumer rights, ethical marketing, educational and cultural issues, stakeholder engagement, sustainable marketing, Brent Spar.
Frequently Asked Questions: A Comprehensive Language Preview on Societal Marketing
What is the main topic of this document?
This document provides a comprehensive overview of the societal marketing concept. It explores its theoretical foundations, historical evolution, contemporary applications, and future implications, with a specific focus on its role in supporting educational and cultural initiatives.
What are the key themes covered in this document?
The key themes include the definition and application of the societal marketing concept; the historical evolution of social responsibility in business; the implementation and challenges of societal marketing; the role of societal marketing in supporting educational and cultural issues; and the future roles of various stakeholders (governments, consumers, businesses, etc.) in shaping a more socially responsible marketing landscape.
What is the societal marketing concept?
The societal marketing concept is a marketing philosophy that emphasizes balancing consumer wants, company requirements, and the long-term interests of both consumers and society. It goes beyond simply meeting consumer needs and considers the broader societal impact of marketing decisions.
How does this document define social responsibility and corporate social responsibility?
Social responsibility refers to a company's commitment to acting responsibly beyond profit maximization, considering the impact of its actions on society and the environment. Corporate social responsibility (CSR) is a similar concept, focusing specifically on a company's ethical and sustainable practices.
What is the historical context of social responsibility in business?
The document traces the evolution of social responsibility from the laissez-faire environment of the late 19th century to the present day. It highlights the influence of factors like the rise of industrial empires, early criticisms of business practices, increased governmental regulation, and growing public concern in shaping modern conceptions of corporate social responsibility.
What are some examples of societal marketing in action?
The document focuses on the role of societal marketing in supporting educational and cultural issues. While specific examples aren't detailed, it explores the implementation strategies within both large and small businesses, considering the challenges and potential criticisms associated with such initiatives.
What is the Brent Spar incident, and how is it relevant?
The Brent Spar incident is used in the introduction to illustrate the conflict that can arise between a company's business practices and public perception of social responsibility. It serves as a powerful example of the potential consequences of neglecting societal concerns in marketing decisions.
What are the future roles of various stakeholders in societal marketing?
The document examines the anticipated responsibilities of governments, consumers, companies, distributors, investors, employees, and non-profit organizations in shaping the future of societal marketing. It explores how each stakeholder group can contribute to a more socially responsible marketing landscape.
What are the key chapters covered in the document?
The document is structured into five chapters: Introduction, Theory of the Societal Marketing Concept, Evolution of Social Responsibility, Societal Marketing Today, and Future Development of Societal Marketing. Each chapter provides a detailed exploration of its respective topic.
What are some key words associated with this topic?
Key words include: Societal marketing concept, social responsibility, corporate social responsibility, environmental responsibility, consumer rights, ethical marketing, educational and cultural issues, stakeholder engagement, sustainable marketing, and Brent Spar.
- Citation du texte
- Robert Motzek (Auteur), 2002, Making a Difference - The societal marketing concept supporting educational and cultural issues, Munich, GRIN Verlag, https://www.grin.com/document/2157
