This paper examines the tension marketers face when promoting legal but potentially harmful products. It argues that while companies retain the legal right to market such goods, they are under increasing pressure from society and stakeholders to operate ethically and responsibly. The paper outlines three key strategies: developing a socially responsible marketing plan, monitoring shifts in societal values, and embedding characteristics such as honesty, transparency, and ethical pricing into marketing operations. Drawing on corporate social responsibility literature, the paper makes the case that going beyond legal compliance is essential for sustainable and ethical marketing practice.
One of the major objectives of marketers is to increase profits for businesses while ensuring customer satisfaction through providing quality products at the right place and price. When marketing services, marketers are also faced with the need to provide pertinent information to customers and establish a suitable environment for the delivery of their services. However, marketing of products that are legal but potentially harmful is characterized by criticism from society and concerned stakeholders, especially when the manufacturer prioritizes profit (Buchanan, Elliott & Johnson, 2009).
These criticisms emerge from ethical concerns and increased pressures for such organizations to operate in a socially responsible manner. While companies manufacturing potentially harmful goods have the legal right to market their products, they face growing pressure to do so in a socially responsible and ethical manner because of the probable impact of their products on society. Corporate social responsibility has become an increasingly important framework through which these pressures are understood and managed.
"Three actionable strategies for ethical, responsible marketing"
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