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Essay / Research Paper Abstract
This 10 page paper considers why there are still issues concerning customer rights when there is a competitive environment and marketers are trying to satisfy customer demands. The paper examines this from a corporate social responsibility perspective (CSR) considering the needs to balance different stakeholder needs and assess the pressures for and against increasing the level of consumer rights and other social issues that are embodied in corporate strategy. The bibliography cites 7 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TECSRmark.rtf
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Unformatted sample text from the term paper:
result of regulation or legislation and they may also assume that there are ethical rights. Marketers are in a unique position, they needs to satisfy consumer demands and support their
rights, but they are given the task of selling the products or services, as such there is also a loyalty to the company that pays their wages. There is a
balance to be gained, giving consumers what they want and what they desire at the same time as achieving their goals for a firm in a cost effective way.
This initial consideration of the role of marketers may be seen as combining conflicting elements, interests of the company and the consumer and
the interest of the company. There are contradictory needs, but the idea of balance in order to reach a suitable optimum position that gives the greatest level of satisfaction to
consumers and to the company. The balance between different stakeholders needs and the company goals is the center of the approach of corporate social responsibility (CSR) where there is
the acceptance that a firm should have more than the singular goal of profit making in order to survive and thrive (Craig-Smith, 2003). There are many definition of corporate social
responsibility, Kotler and Lee define it as "a commitment to improve community well-being through discretionary business practices ands contributions of corporate resources" (Kotler and Lee, 2005; 3). Key within this
definition is the aspect of the discretionary nature, which means actions are undertaken voluntarily not as a result of forced compliance, with the organization choosing to undertake policies and practices
that are good for the community. The good of the community itself can be seen as covering a broad spectrum of issues, including environmental issues, which have been gaining a
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