Page 102 - Foundations of Marketing

The Marketing Environment, Social Responsibility, and Ethics | Chapter 3 69

Emerging Trends

How Restaurants Are Responding to the Health Trend

Less sodium and more calorie information are becoming company is also removing salt shakers from in-store
an emerging trend that is sweeping throughout fast-food dining tables. These efforts attempt to address issues
chains across the nation. As obesity rates continue to consumers have raised about the amount of salt within
rise, patrons are trying to take control of their health and their products.
become conscious of what they put into their bodies. McDonald’s has taken similar steps to bring aware-
With this consciousness has come an adaptation from ness to consumers regarding calorie information about
marketers who are trying to grow with their consumers items on their menu. McDonald’s is the largest restaurant
by providing information to make healthy choices easier. chain and the first fast-food company to menu label on
With the publishing of calories, restaurants seem to be a national level. The emerging trend of menu-labeling is
reformulating menu items to enable healthier alternatives soon to become a requirement for restaurants with 20
when dining out. or more outlets throughout the nation. As environmental
For instance, Boston Market is lowering the sodium trends continue to change, marketers at fast-food restau-
within three of its signature items by 20 percent. The rants must be prepared to meet them head on.
b

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Marketers are also aiming more marketing efforts directly at children because children often
play pivotal roles in purchasing decisions. Children and family values are also a factor in the
trend toward more eat-out and takeout meals. Busy families generally want to spend less time
in the kitchen and more time together enjoying themselves. Beneficiaries of this trend primar-
ily have been fast-food and casual restaurants like McDonald’s, Taco Bell, Boston Market,
and Applebee’s, but most supermarkets have added more ready-to-cook or ready-to-serve
meal components to meet the needs of busy customers. Some, like Whole Foods, also offer
eat-in cafés.

SOCIAL RESPONSIBILITY AND LO 2 . Understand the concept
and dimensions of social
ETHICS IN MARKETING responsibility in marketing.

In marketing, social responsibility refers to an organization’s obligation to maximize its
positive impact and minimize its negative impact on society. Social responsibility thus deals
with the total effect of all marketing decisions on society. In marketing, social responsibility
includes the managerial processes needed to monitor, satisfy, and even exceed stakeholder
expectations and needs. Remember from Chapter 1 that stakeholders are groups that have a
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“stake,” or claim, in some aspect of a company’s products, operations, markets, industry, and
outcomes. CEOs such as Indra Nooyi, chairman and CEO of PepsiCo, are increasingly recog-
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nizing that businesses must take their social responsibilities more seriously.
Ample evidence demonstrates that ignoring stakeholders’ demands for responsible market-
ing can destroy customers’ trust and even prompt government regulations. Irresponsible actions
that anger customers, employees, or competitors may not only jeopardize a marketer’s financial
standing, but have legal repercussions as well. For instance, GlaxoSmithKline paid $ 90 million
social responsibility
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to settle claims that it had marketed the diabetes drug Avandia illegally. In contrast, socially
An organization’s obligation to
responsible activities can generate positive publicity and boost sales. IBM’s corporate volun- maximize its positive impact
teer program has helped Kenya reform its postal system and has aided Tanzania in developing and minimize its negative
eco-tourism opportunities. It has also generated millions of dollars in new business. impact on society
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