【正文】 ies must watch trends and be ready to capitalize on them. H) Market leaders tend to miss trends when they are:1) Risk averse.2) Obsessed about protecting their existing markets and physical resources.3) More interested in efficiency than innovation.SOCIALLY RESPONSIBLE MARKETING Effective internal marketing must be matched by a strong sense of social responsibility Companies need to evaluate whether they are truly practicing ethical and socially responsible marketing.A) Several forces are driving panies to practice a higher level of corporate social responsibility:1) Rising customer expectations.2) Changing employee expectations.3) Government legislation and pressure.4) Investor interest in social criteria.5) Changing business procurement practices.B) Business success and continually satisfying the customer and other stakeholders are closely tied to adoption and implementation of high standards of business and marketing conduct.C) Business practices are often under attack because business situations routinely pose tough ethical dilemmas.D) Drawing a clear line between normal marketing practice and unethical behavior is not easy.E) Certain business practices are clearly unethical or illegal:1) Bribery or stealing trade secrets.2) False and deceptive advertising.3) Exclusive dealing and tying agreements.4) Quality or safety defects.5) False warranties6) Inaccurate labeling.7) Pricefixing or undue discrimination.8) Barriers to entry and predatory petition.F) Today panies that do not perform ethically or well are at a greater risk of being exposed, thanks to the Internet.Corporate Social Responsibility Raising the level of socially responsible marketing calls for a threepronged attack that relies on proper legal, ethical, and social responsibility behavior.Legal Behavior Society must use the law to define those practices that are illegal, antisocial, or antipetitive.A) Organizations must ensure that every employee knows and observes all relevant laws.Ethical Behavior Companies must adopt and disseminate a written code of ethics, build a pany tradition of ethical behavior, and hold its people fully responsible for observing ethical and legal guidelines.Social Responsibility Behavior Individual marketers must practice a “social conscience” in specific dealing with customers and stakeholders. Increasingly, people say that they want information about a pany’s record on social and environmental responsibility to help decide which panies to buy from, invest in, and work for. Table lists panies who receive high marks for social responsibility.A) Deciding how to municate corporate attitudes and behaviors towards social responsibility can be difficult.Socially Responsible Business Models The future holds a wealth of opportunities for panies. Many panies are giving social responsibility a more prominent role.CauseRelated Marketing Many firms are blending their corporate social responsibility initiatives with their marketing activities.A) Causerelated marketing is marketing that links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenueproducing transactions with the firm.B) Cause marketing has also been called a part of corporate societal marketing (CSM).C) Causerelated marketing es in many forms. Review Key Definitions here: causerelated marketing, corporate societal marketingCause Marketing Benefits and CostsA) A successful cause marketing program can produce a number of benefits:1) Improving social welfare.2) Creating differentiated brand positioning.3) Building strong consumer bonds.4) Enhancing the pany’s public image with government and other decisionmakers.5) Creating a reservoir of good will.6) Boosting internal morale and galvanizing employees.7) Driving sales.B) By humanizing the firm, consumers may develop a strong, unique bond with the firm that transcends normal marketplace transactions.C) Some of the specific means by which cause marketing programs can build brand equity with consumers include:1) Building brand awareness.2) Enhancing brand image.3) Establishing brand credibility.4) Evoking brand feelings.5) Creating a sense of brand munity.6) Eliciting brand engagement.D) The danger is that the promotional efforts behind a causerelated marketing program could backfire if cynical consumers question the link between the product and the cause and see the firm as being selfserving and exploitative.E) A number of decisions must be made in designing and implementing a causemarketing program, such as how many, and which cause(s) to choose, and how to brand the cause program.Choosing a Cause Some experts believe that the positive impact on a brand from causerelated marketing may be lessened by sporadic involvement with numerous causesA) Many panies choose to focus on one or a few main causes to simplify execution and maximize impact.B) Limiting support to a single cause may limit the pool of consumers or other stakeholders who could transfer positive feelings from the cause to the firm.C) Most firms tend to choose causes that fit their corporate or brand image and matter to their employees and shareholders.Branding the Cause Marketing Program There are three potential options for branding a causemarketing program.A) Selfbranded: create own cause program.B) Cobranded: link to existing cause program.C) Jointlybranded: link to existing cause program. Review Key Definitions here: selfbranded, cobranded, and jointlybranded Social Marketing Some marketing is conducted to directly address a social problem or cause.A) Causerelated marketing is done by a pany to support a cause.B) Social marketing is done by a nonprofit or government organization to further a cause.C) Social marketing is a global phenomenon that goes back for years.D) A number of dif