chapter marketing ethics three copyright © 2013 by the mcgraw-hill companies, inc. all rights...
TRANSCRIPT
chapter
marketing ethics
three
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
LO1 Identify the ethical values marketers should embrace.
LO2 Distinguish between ethics and social responsibility.
LO3 Identify the four steps in ethical decision making.LO4 Describe how ethics can be integrated into a
firm’s marketing strategy.LO5 Describe the ways in which corporate social
responsibility programs help various stakeholders.
Marketing Ethics
3-2
The Scope of Marketing Ethics
Business EthicsBusiness Ethics Marketing EthicsMarketing Ethics
Miller Commercial
3-3
Creating an Ethical Climate in the Workplace
• Values– Establish– Share– Understand
• Rules– Management
commitment– Employee dedication
• Controls– Reward– Punishment
Stockbyte/Getty Images
3-4
American Marketing Association Code of Ethics
AMA Website
3-5
The Influence of Personal Ethics
Corbis/Jupiterimages
PhotoDisc/Getty Images ©Digital Vision Ltd.
©Royalty-Free/CORBIS Getty Images
3-6
Why People Act Unethically
Are all the individuals who engage in questionable
behavior just plain immoral or unethical?
Are all the individuals who engage in questionable
behavior just plain immoral or unethical?
What makes people take actions that create so much
harm?
What makes people take actions that create so much
harm?
Decisions often have conflicting outcomes, where both options have positive and negative
consequences
Decisions often have conflicting outcomes, where both options have positive and negative
consequences
3-7
Competing Outcomes
Digital Vision/Getty Images
3-8
The Link Between Ethics and Corporate Social Responsibility
3-9
A Framework for Ethical Decision Making
3-10
Step One: Identify Issues
3-11
Step Two: Gather Information and Identify Stakeholders
3-12
Step Three: Brainstorm and Evaluate Alternatives
• Halt the market research project?
• Make responses anonymous?
• Instituting training on the AMA Code of Ethics for all researchers
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3-13
Step Four: Choose a Course of Action
Weigh the alternativesWeigh the alternatives
Take a course of actionTake a course of action
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3-14
Integrating Ethics Into Marketing Strategy
Planning Phase
• The mission or vision statement sets the overall ethical tone for planning.
• Mission statements can be used as a means to guide a firm’s SWOT analysis. ©M Hruby
3-15
Integrating Ethics Into Marketing Strategy
Implementation Phase
Should the firm be targeting this market with this product?
Should the firm be selling its product in this market in this
manner?
Should the firm be relocating production to another country?
3-16
Integrating Ethics Into Marketing Strategy
Control Phase
1. Check successful implementation
2. React to change
1. Check successful implementation
2. React to change
Barbara Penoyar/Getty Images
3-17
Corporate Social Responsibility
3-18