Define marketing citizenship and describe the impact of its dimensions on organizations.
What will be an ideal response?
The adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders is defined as marketing citizenship.The dimensions of marketing citizenship are as follows:Economic Dimension: At the most basic level, all companies have an economic responsibility to be profitable so that they can provide a return on investment to their owners and investors, create jobs for the community, and contribute goods and services to the economy. How organizations relate to stockholders, employees, competitors, customers, the community, and the natural environment affects the economy.
Legal Dimension: Marketers are also expected to obey laws and regulations. The efforts of elected representatives and special-interest groups to promote responsible corporate behavior have resulted in laws and regulations designed to keep U.S. companies' actions within the range of acceptable conduct.Ethical Dimension: Ethical marketing decisions foster trust, which helps to build long-term marketing relationships. Marketers should be aware of ethical standards for acceptable conduct from several viewpoints-company, industry, government, customers, special-interest groups, and society at large.Philanthropic Dimension: Philanthropic responsibilities, which go beyond marketing ethics, are not required of a company, but they promote human welfare or goodwill. More companies than ever are adopting a strategic approach to corporate philanthropy.
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