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Corporate Societal Marketing and Consumer Behaviour paper.


Here is a paper (using Canadian spelling) that I wrote for my MBA which I still find interesting. I hope you do too! (Update: After the Toyota recall I switched to Mazda and have remained trouble-free. These sentiments applied a few years back but still give some food for thought…happy reading! The paper included topical questions asked by the Professor)

_______________________

Corporate Societal Marketing
and
 Reflections on Marketing Management

How does cause or corporate societal marketing affect your personal consumer behavior? It is something that I keep a mental tally of subconsciously which helps me to decide whether I like doing business with a company or not.[1]

Do you ever buy or not buy any products or services from a company because of its environmental policies or programs? Why or why not?

In the example provided below of Toyota, knowing that Toyota is socially responsible, and cares for more than just profits, makes me happy, and pleased with my purchase(s).

Include a summary of what you learned from this course and whether you believe that your writing has improved.  If not, what can you do to insure on-going improvement? I learned to interact with my colleagues, (interpersonal skills), to express  my point of view in a non-confrontational way, and other transferable skills such as team building. I improved my writing and presentation skills too.

The success of the last major consumer product that I bought was affected by the five characteristics of innovation described in the text which seem relevant in the context of the question posed about corporate societal marketing. I am now on my fifth or so Toyota and now drive a Toyota Camry wagon and perceive a relative advantage over other cars. My experience is compatible with my wife’s, my family’s and my in-laws as well as we have all had great experiences with these cars. We all seem to expect high worth and low maintenance from a product that is not that complex to use since we prefer to drive automatics. The fourth characteristic of innovation – divisibility, or, in this case the ability to test drive the car, influenced its acceptance by both my wife and father-in-law. Finally communicability, including the accolades that I gave the previously owned Toyotas, assisted its approval by both my wife and father-in-law who hadn’t previously had such positive experiences with automobiles (Kotler & Keller, 2006 pp. 660-661).

I would say that subtly corporate societal marketing does affect my personal consumer behaviour demonstrated in the above example, because it subconsciously affects the attitude that I have towards the company which sells the product that I am looking to buy. If the company has made a favourable impression on me, as stated in the response to the threaded discussion questionnaire, (Shreedhar, 2007, p.1), I will be more inclined to buy from it. However, like a good scorekeeper, if the company has managed to annoy me by polluting the environment or just by making poor decisions like mismanaging stockholder

________________________…p.2 commences here…._____________societally-conscious

[1] Apparently I am in good company, as these are some of the top  companies that we like to do business with and that we rate highly: Johnson & Johnson, Coca-Cola, Wal-Mart, Anheuser-Busch, Hewlett-Packard, Walt Disney and Microsoft among other favourites.

money, this will probably be remembered as well. In the case of Toyota, I have a very favourable impression, supported by the awards that they have received for cars which are often top sellers and from news briefs or evaluations provided by automobile experts such as those received on the Toyota Prius lately on its environmental soundness.

The fact that Toyota is at the forefront of managing pollutive carbon emissions from automobiles pleases me as I have always cared a lot about the environment,  even going to lengths to throw garbage in cans instead of in parks and or on highways. Personally, I would rather not buy a car from an automaker that didn’t care as much about the environment because I would think that they are only concerned with their pocketbooks regardless of future generations. This is not the real spirit of company ‘visioning,’ just short-sighted planning.

Conclusion

 In sum, I think that many of us are subtly affected by the social engagements and commitments that corporations make as this subtly influences us in our view of them. This impacts the image that we have of them and whether we perceive them to be good corporate citizens or not. These factors thereby subtly – either consciously or subconsciously affect our buying decisions.

The current Marketing Management course has been instrumental in helping me to improve my written and presentation skills and broadened my view of the subject, as well as helped me to work well with my colleagues and appreciate the depth of knowledge of the instructor in the subject concerned. I appreciate the opportunity to have taken the course.

BIBLIOGRAPHY

Kotler, P., & Keller, K.L. (2006). Marketing Management (12th ed.).  New Delhi:  Prentice-Hall of India Private Limited. 

Powerpoint Slide 22-8 – Top rated companies for social responsibility. Kotler, P., & Keller, K.L. (2006). Marketing Management (12th ed.).  New Delhi:  Prentice-Hall of India Private Limited. 

Shreedhar, Neil. (2007). Threaded Discussion Question: Think about the last new consumer product you boughtfrom a marketing perspective. Reply due by May 29, 2007 for course: GBA 602 – Marketing Management. Instructor: Professor Mark Burgess. Centenary College, NJ, U.S.A.

Toyota. Retrieved on May 28, 2007 at 3:29 pm from http://www.toyota.com/prius/ 

Various authors in MBA cohort. (2007). Threaded Discussion Question: Think about the last new consumer product you bought from a marketing perspective. Reply due by May 29, 2007 for course: GBA 602 – Marketing Management. Instructor: Professor Mark Burgess.Centenary College,NJ,U.S.A.

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