Role of Social Responsibility in Marketing


Marketing is the process of promoting, selling and distributing a product or service. When companies look to develop products or services for a consuming public, they must adhere to a measure of social responsibility. Marketers don't just sell products and services but must be keenly aware of their actions and responsiveness in addressing social issues.


Consumers like to see companies, in which they purchase certain products and services, show genuine concern. This means caring for the environment. The business should see that these concerns are communicated and enforced by all in the company. Consumers also want to know that companies are concerned with the quality of workforce life.


To implement the role of social responsibility in marketing, marketers must show that they support social causes that help society. They demonstrate this through sponsoring charity events. They may contribute a part of their revenue to a cause and relate this information to consumers through regular advertising. When companies offer support, they gain a solid reputation and gain loyal customers.


To build relationships, marketers must be knowledgeable in their area of marketing and exhibit the skill set to meet consumer needs and wants. To build excellent customer relationships, marketers should exhibit these basic business skills: problem analysis and decision-making; oral and written communication; basic quantitative skills; and solid team work.

Global Perspective

Internet marketing can make any company or business noticeable on a global scale. However, marketers must know that operating a global website does not necessarily mean more business or interest. There are diverse cultural differences across the world. For this reason, companies that market through a website must cater to the diverse melting pot across the globe. Be culture friendly with appropriate advertising and ad words. When a company can cross cultural barriers, they meet social responsibility criteria.

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