About This Chapter
Marketing Philosophies and Ethics
As you look through these lessons you'll be introduced to the field of marketing. Learn basic principles and definitions through our video lessons. You'll learn what it takes to create programs that build interest in goods and services for people throughout this topic. There are a few areas of marketing that you can work in, including consumer marketing, business-to-business marketing, and production marketing. In essence, marketing is about building consumer relations with a brand or business.
Introduce yourself to common philosophies of marketing, such as the sales, marketing, production, and societal marketing orientations. Follow it up with an in-depth study of the differences between sales and market orientations.
Also, look at the ethical practices of marketing. Learn what responsibilities marketing agencies and businesses have to their clients and customers. Ask yourself questions such as, 'Is it really ethical to use alcohol product placement in music videos knowing that under-age viewers will be seeing it?' These types of questions will come up through these lessons as well as some of the more common discussion points about corporate ethics.
Finally, look at cause-related marketing. How is it used to gain profit for non-profit or charitable organizations? Learn the positives and negatives of cause-related marketing, the history, and examples of when it has been used.
1. Introduction to Marketing: Definition and Applications
In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.
2. Marketing, Production, Sales & Societal Marketing Orientation
You will learn the difference between marketing, production, sales and societal marketing orientations and how it can affect a company's financial success.
3. Market Orientation and Sales Orientation: Definition and Differences
You will learn the different ways an organization can focus their internal strengths. You will understand the five main differences between a sales and market orientation.
4. Ethical Behavior in Marketing: What Are Marketing Ethics?
Watch our lesson to learn the definition of ethics and how it relates to business and marketing. You will also learn about the idea of ethical business behavior.
5. Business Ethics: Corporate Social Responsibility
Now that companies are concerned with society's welfare, corporate social responsibility is a controversial topic. In this lesson, learn the two theories of social responsibility and the arguments for and against the practice.
6. Ethics and Cause-Related Marketing
Do you avoid a specific store entrance when people are collecting money for charity outside? In this video, you will learn more about social responsibility and, specifically, the growth of cause-related marketing.
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Other chapters within the Business 102: Principles of Marketing course
- Competitive Advantage
- The Marketing Environment
- International Marketplace
- Consumer Decision Making
- Business Marketing and Marketing Research
- Segmentation and Product Marketing
- Managing a Product and Retailing
- Services Marketing, Marketing Channels & Supply Chain Management
- Promotion, Advertising and Public Relations
- Selling and Pricing Strategy
- Studying for Business 102