Marketing end CH3 beg CH4

Economic espionage: Unethical practices where companies gather information about competitors illegally.
- Distinction between legitimate competitive analysis and crossing ethical lines.
- Example: Infiltration of company systems to steal proprietary information.
Countries involved: There are multiple nations, but companies from China have been noted for these aggressive tactics.
Caution is emphasized for companies to protect their intellectual property and proprietary knowledge.
Case study: Use of CRISPR technology in gene editing and its unethical acquisition for use in China.

Core responsibility of profit-generating firms: Generate revenues while satisfying customer needs.
- Stakeholders, particularly stockholders, expect good returns on their investments.
- Concept of profit generation should also include facets like employee compensation and product development.

Post-World War II Japan's rise exemplified by Toyota's corporate culture.
- Historical shift from top-down management to employee empowerment and supplier relationships.
Importance of recognizing the microenvironment: Relationships with employees, suppliers, and dealers crucial for success.

Broadened corporate responsibility to include:
- Immediate stakeholders (employees, suppliers, dealers).
- Communities and broader societal actors (NGOs, governments, media).
Evolution of understanding: From an exclusive focus on stockholders to a comprehensive approach to responsibility, now characterized as triple bottom line.

TBL: Businesses assessed on three fronts: economic, social, and environmental performance.
- Expectations from modern companies include:
  - Reducing greenhouse gas emissions.
  - Minimizing pollution and carbon footprint.
  - Employee welfare initiatives.
TBL also embraces ethical considerations, thereby emphasizing holistic evaluation of company practices.

Transition to sustainable marketing practices within firms to align with TBL values.
Cause marketing:
- Committing to social causes (for example, donating a percentage of profits).
- Encourages genuine engagement beyond monetary donations, promoting active corporate citizenship.

Principles in consumer behavior focus on cognitive, physical, and social activities during purchasing decisions.
Three critical questions in consumer behavior:
- How: Steps taken in making purchasing decisions (buying process).
- What: Factors influencing choices (personal and external factors).
- Why: Motivations driving purchasing actions.

Problem Recognition:
- Identifying a gap between current conditions and desired states (e.g., needing food before an event).
- Triggers may include situational awareness, like being aware of supply shortages.
Information Search:
- Exploring potential solutions after recognizing the need.
- Internal searches (previous knowledge) and external searches (market research).^
- Search driven by perceived risks (physical, financial, social).
Evaluation of Alternatives:
- Assessing different options available based on various criteria (price, brand reputation, features).
- Consideration set formed based on this evaluation.
Purchase Decision:
- Mechanic's of exchange include where and when to buy, payment methods, and ensuring availability.
Post-Purchase Behavior:
- Consumption patterns and experiences of satisfaction/dissatisfaction following product use.
- Customer loyalty and likelihood of repeat purchases.
- Recognition of cognitive dissonance where doubts may arise post-purchase, prompting reassurance from brands.

Discussion on macro-environmental forces affecting marketing decisions planned for next session.
Emphasis on upcoming articles and videos related to corporate responsibilities among CEOs, particularly the Business Roundtable’s statements on evolving corporate responsibility from August 2019.