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Chapter 4 Marketing Marketing Ethics
Citation preview
chapter
marketing ethics
four
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
4-2
Marketing Ethics
LO 4-1 Identify the ethical values marketers should embrace.
LO 4-2 Distinguish between ethics and social responsibility.
LO 4-3 Identify the four steps in ethical decision making.
LO 4-4 Describe how ethics can be integrated into a firm’s marketing strategy.
LO 4-5 Describe the ways in which corporate social responsibility programs help various stakeholders.
4-3
Firm Goals
Greed and short term profit seeking
Serious long term
consequences
Creating value over the long
run
Long term success
Javier Pierini/Getty Images
4-4
The Scope of Marketing Ethics
Business Ethics
Marketing Ethics
Miller TV Commercial from Slang Music Group
4-5
Creating an Ethical Climate in the Workplace
Values• Establish• Share• Understand
Rules• Management
commitment• Employee dedicationControls• Reward• Punishment
Stockbyte/Getty Images
4-6
American Marketing Association Code of Ethics
Generally accepted code in marketing
Flows from general norms of conduct to specific values
Subareas within marketing have their own code of ethics to deal with specific issues
AMA Website
4-7
The Influence of Personal Ethics
Genetics Family
Religion Values
Corbis/Jupiter images
Photo Disc/Getty Images ©Digital Vision Ltd.
©Royalty-Free/CORBIS Getty Images
4-8
Why People Act Unethically
Are all the individuals who engage in questionable
behavior just plain immoral or unethical?
What makes people take actions that create so
much harm?
Decisions often have conflicting outcomes, where both options have positive and negative consequences
4-9
Competing Outcomes
Dangerous flaw in new model
Delay production
Delayed revenue
Possible layoffs
Loss of bonuses
Continue production
Potential injury to
consumers
Loss of revenue
Digital Vision/Getty Images
4-10
The Link Between Ethics and Corporate Social Responsibility
Socially Responsible Socially Irresponsible
Eth
ical
Un
eth
ical
Both ethical and socially
responsible
Neither ethical norsocially responsible
Questionable firmpractices, yet
donates alot to the
community
Ethical firm not involved
with the largercommunity
4-11
A Framework for Ethical Decision Making
Step 1
• Identify Issues
Step 2
• Gather information and identify stakeholders
Step 3
• Brainstorm and evaluate alternatives
Step 4
• Choose a course of action
4-12
Step One: Identify Issues
Marketing
research firm
issues
Using results to mislead or even harm the public
Data collection methods
Hiding the real
purpose of the study
4-13
Step Two: Gather Information and Identify Stakeholders
Identify all ethical issues and relevant legal information
Identify all relevant stakeholders and get their input on any identified ethical issues
4-14
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
Ryan McVay/Getty Images
4-15
Step Four: Choose a Course of Action
Weigh the alternatives
Take a course of action
Digital Vision/Getty Images
check yourself
4-16
1.Identify the stages in the ethical decision-making framework.
4-17
Integrating Ethics Into Marketing Strategy
Planning Phase
Implementation Phase
Control Phase
4-18
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
4-19
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?
4-20
Control Phase
1. Check successful implementation
2. React to change
Barbara Penoyar/Getty Images
check yourself
4-21
1.What ethical questions should a marketing manager consider at each stage of the marketing plan?
4-22
Corporate Social Responsibility
• Employees• Their families
Employees
• Current customers
• Potential customers
Customers
• Community• Environment
Society
• Partners• Competitors
Marketplace
check yourself
4-23
1.How has corporate social responsibility evolved since the turn of the twenty-first century?
2.Provide examples of each of the stakeholders that firms should consider in their corporate social responsibility efforts.