Reference no: EM132205352

Historically, many businesses relied on advertising to attract customers. As time has passed, marketing managers are focusing more on the concept of social responsibility--doing something that benefits others, such as the community in general, local schools and students, food banks and shelters, the environment, and even the business' own employees (something that an employer might do for employees that most other employers do not do, such as certain benefits or simply being concerned for their welfare). Socially responsible activities often do more for the firm's brand image than other forms of promotions (e.g., advertising, personal selling, sales promotions, direct marketing) because they help strengthen the emotional bond between the business and its stakeholders--mainly customers, but also employees, managers, owners, the community and others.

Please respond to the discussion (three or so sentences)

1. Identify something that a business that you are currently working for or have worked for in the past has done related to being socially responsible. If you cannot think of something that they have done, then do a search on Google to find something that a hospitality business (e.g., hotel, restaurants, cruise line, airline, convention and visitors bureau, etc.) has done related to being socially responsible.

2. Discuss: A) the impact or potential impact of this activity on the recipients/beneficiaries of the social responsibility effort (certain people in the community, the overall community, employees, etc.); B) how it made or may have made the stakeholders of the organization feel (e.g., helping the less the less fortunate often has a positive impact on owners, managers, and employees of the organization); and C) the impact on the firm's brand image (i.e., how people, especially target customers, view the business--what they think about the business.