What are the implications of ethics and social responsibility for the marketing mix of a company?
Ethics and social responsibility become particularly important for marketers as they are the ones who have to convey this to the market. Moreover, it is quite often the marketing function that has to take the major responsibility, at least towards the customers, and to ensure the positive performance of the company.
Product safety, packaging and labeling have to be undertaken in a responsible way. The marketing message, such as advertising, has to be honest and clean, and not manipulative or deceptive. The same is true for pricing; customers should be able to compare prices with competing products. Finally, the company has to participate in the community's social programmed such as education and equality.