Assignment 1-1

Managerial Sales and Marketing

How social responsibility marketing impacts both companies and consumers.

Social responsibility marketing impacts companies and consumers because nowadays companies are constantly trying to do what is right, while at the same time making their company better, profitable, and competitive. According to Mohr, Webb and Harris (2001), “companies look at how their policies and practices impact its workforce and the community. The environment, local communities and society at large can be judged by the public as socially responsible, neutral or irresponsible.” Companies engage in a variety of corporate social responsibility initiatives and invest in publicizing them. Thus, companies will continue to profit by ensuring they meet the needs of not only their customers, but their community as well. Customers recognize this and expect it. An example would be if a customer believes the company’s prices are fair, within their budget or what they are willing to pay for a product, then more than likely they will purchase the product resulting in satisfaction for both the company and the customer. However, if a customer feels the product is not worth the price; the cost is too expensive, then they are likely to take their business elsewhere and the company’s marketing efforts will result in a negative impact for both the company and the customer. Moreover, the customer may feel as though the company does not have their best interest in mind and is not performing responsibly, thus making them unresponsive to the environment and community needs as well. Additionally, most customers are not just loyal to a brand. Instead, they want to trust the product and price to meet their needs and the needs of the community which includes values and ethics. I believe more and more customers are becoming concerned with the environment and the community