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Abstract:
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The paper ‘Impact of Quality on Ethics and Social Responsibility in Marketing in Industries in
Kerala in the present Indian scenario’ highlights the observations, based on a descriptive research
carried out in five leading industries in Kerala, in the private and public sector. Ethics and social
responsibilities, practiced in these industries, are reflected in the results of the survey conducted
on specific queries like awareness of products/services provided by them, total understanding of
the requirements of the customer, open discussion on technical matters, accountability of
employees to the society and social needs, consumer ethics vis a vis business ethics etc. Team
working goes a long way, in building relations, which in turn, results in a progressive and
effective marketing strategy. This assumes paramount importance, considering the severe
competition we are facing in the light of liberalization, privatization and globalization, which
encompasses the globe. The prediction of India becoming a lead nation, along with USA, China
and Japan, in this decade, can get fructified only if we follow a very high standards of ethics and
social responsibility, in all domains including marketing.
Organizations like TRW.Rane, Sundaram Fasteners, TVS Motors, in Chennai are a few among
others in India, who have achieved the highest distinction in quality viz Deming Prize, and these
demonstrate their commitment to quality, society and humanity at large. Cost effectiveness,
without jeopardizing quality has become the need of the hour and MRTP has become history.
This trait is being brought out through the survey and the results speak for themselves. Unethical
practices like switch and bait, not only brings shame to the organization, and country but also
results in the company getting wiped out from the market. Adherence to standards like ISO 14000
helps to maintain the minimum level of social responsibility and environmental friendliness. Like
quality audit, safety audit etc, social audit is being insisted in all progressive countries to ensure
that the organization comply with the minimum statutory requirements.
The paper also touches upon Corporate Social Responsibility practiced in the industries and this
becomes crystal clear through their commitment to improve the community. Green Marketing
lays a lot of importance on the three Rs of environmentalism viz Reduce, Reuse and Recycle. The
objective of any business is to achieve optimal profit and this is possible only by reducing the
cost as well as waste. In this context, management tools like brainstorming, suggestion schemes,
benchmarking etc becomes helpful. These characteristics are brought out through the analysis of
survey results. The conclusions drawn throw a lot of information on the desirable practices with
respect to Ethics and Social Responsibility in Marketing |