Ethical behavior begins at the personal level. Many organizations are adopting and supporting an explicit code of ethics , a written guide to help employees understand what is and is not considered ethical. Management must make clear that everyone is expected to follow the ethics code. Some organizations have appointed ethics officers and set up ethics hotlines. Macromarketing is the study of marketing's affect on society and the effects of societal changes on marketing.
Social responsibility influences how marketers build and strengthen relationships with stakeholders.
It makes marketers accountable for what their organizations take from and give back to society, balancing sometimes conflicting pressures. B. Protecting the Natural Environment 1. Today marketers have become active environmental problem solvers. Green marketing is marketing products that are safe or beneficial to the environment. ISO 14000 is a collection of the best practices for managing an organization's environmental impacts.