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Marketers Responsibility

In: Business and Management

Submitted By Savaj
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Option B: Should marketers be responsible for the way their products are used by consumers? Discuss using the beer category as an example.

Corporate Social Responsibility should be the first priority of marketers when promoting goods that can and may become harmful to their consumers. The World Business Council for Sustainable Development defines CSR as “the continuing commitment by business to contribute to economic development, while improving the quality of life of the workforce and their families as well as of the community and society at large.", or simply “the ethical behavior of a company toward society.” (Meeting Changing Expectations ( http://www.wbcsd.ch). Marketing is essentially getting the products out there visible to their target market so they can be purchased. Marketing can also be defined as preparing potential customers to become your customers; it is not selling; it is the preparation work to selling. Whatever your definitions, CSR and Marketing has a serious impact on the corporate’s development and both are used to build a very good image in each corporation as well as the driving forces behind the company’s profits. To answer the question, I will focus mainly on the Alcohol Companies, specifically Mike’s Hard Lemonade, who will from this moment be referred to as MHL
So who are the targets for MHL?

Jack is 28 year old male who steps out of his Ford F-250 in his checkered shirt and his favorite blue jeans. Greeted by his golden retriever at the front door; he is hot and sweaty after a long day’s work at the lumber mill. Jack wants to take a cold shower, then relax in his lazy boy with a cold drink in one hand and the remote in the other. He doesn’t want a beer because he’s tired of the taste, wine is not an option since it is to girlish. So what is his alternative? Mike’s Hard Lemonade to the rescue! He can still feel...

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