Conscious Marketing

1. Point of View
Conscious
Marketing

2. Product Pricing
Place Promotion

3. • Recognition of
Marketing’s greater purpose
• Consideration of Stakeholders and their interdependence
• The presence of conscious leadership, creating a
corporate culture
• The understanding that decisions are ethically based
Conscious
Marketing

4. Key Conscious
Marketing
Stakeholders

5. • Community
• Environment
• Partners
• Competitors
• Current
Customer
• Potential
Customer
• Employees
• Their families
Employees Customers
Society
Marketplace

6.  Planning Phase
 Implementation
Phase
 Control Phase

8. Both Ethically
and Socially
Responsible
Ethical Firm
not involved
with the
larger
community
Questionable
Firm
Practices, yet
donates a lot
to the
community
Neither
Ethically or
Socially
Responsible
Socially Responsible Socially
Irresponsible
E
T
H
I
C
A
L
U
N
E
T
H
I
C
A
L

9. Ethical Decision-
Making Framework

10. Identify
Issues
Gather
information
and identify
stakeholders
Brainstorm
and evaluate
alternatives
Chose a
course of
action