Marketing 16th Edition by William Pride,Ferrell

تمرين 7

programs, pet-adoption programs, and partnerships with animal welfare organizations. The company is involved every year in a number of programs to raise money for local com-munities and local animal initiatives.
Recognizing that more than 4 million pets are euthanized in the United States every year, PETCO launched an annual "Spay Today" initiative to address the growing problem of pet overpopulation in the United States. The "Spay Today" funds come from customer donations at PETCO stores, where customers are encouraged to round up their purchases to the nearest dollar or more. In addition, PETCO launched the "Think Adoption First" program, which supports and promotes the human-animal bond. It is a program that sets the standard for responsibility and community involvement for the industry. The "Spring a Pet" fundraiser encourages pet lovers to donate $1, $5, $10, or $20 to animal welfare causes. Donors received a personalized cutout bunny as a reminder of their generosity. In 2009, PETCO's annual Tree of Hope program raised $4 million-up 30 percent from the prior year-which encourages customers to think of animals during the Christmas season. Customers who visit PETCO during the Christmas season can purchase card ornaments, the proceeds of which go to animal welfare charities. The PETCO Foundation also sponsors "Kind News," a Humane Education Program that educates children about humane treatment of companion animals and fellow human beings. It features stories about responsible pet environmental concerns and issues as well as information on all types of animals.
Like all companies, PETCO operates in an environment in which a single negative incident can influence customers' perceptions of a firm's image and reputation instantly and potentially for years afterward. Because pets engender such strong emotional attachments, it is especially important for companies that sell pets and pet products to provide a rapid response to justify or to correct activities that may arouse potentially negative perceptions. The focus should be on a commitment to make correct decisions and to continually assess and address the risks of operating the busifiess.
All retailers are subject to criticisms and must remain vigilant to maintain internal controls that provide assurance that employees and other partners follow ethical codes. PETCO accomplishes this through an ethics office and by developing an ethical corporate culture. PETCO has also developed and implemented a comprehensive code of ethics, which addresses all areas of organizational risk associated with human resources, conflicts of interests, and appropriate behavior in the workplace. The code's primary emphasis is that animals always come first. PETCO insists that the well-being of animals in its care is of paramount importance. In the case of PETCO, a desire to do the right thing and to train all organizational members to make ethical decisions ensures not only success in the marketplace but a significant contribution to society."
1. How does PETCO's ethics program help manage the risks associated with the pet industry?
2. How can PETCO's social responsibility programs advance its marketing strategy?
3. Why is it important for PETCO to train all of its employees to understand and implement its ethical policies?