Lecture M: Marketing (4/e) - Chapter 4: Marketing ethics

Chapter 4: Marketing ethics. In this chapter you will learn: Identify the ethical values marketers should embrace, distinguish between ethics and social responsibility, identify the four steps in ethical decision making, describe how ethics can be integrated into a firm’s marketing strategy, describe the ways in which corporate social responsibility programs help various stakeholders.

chapter four marketing ethics Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education 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 4­2 Firm Goals Javier Pierini/Getty Images 4­3 The Scope of Marketing Ethics Business Ethics Marketing Ethics Miller TV Commercial from Slang Music Group 4­4 Creating an Ethical Climate  in the Workplace Stockbyte/Getty Images 4­5 American Marketing Association  Code of Ethics AMA Website 4­6 The Influence of Personal Ethics Photo Disc/Getty Images ©Digital Vision Ltd Corbis/Jupiter images ©Royalty-Free/CORBIS Getty Images 4­7 Why People Act Unethically What makes people take actions that create so much harm? Are all the individuals who engage in questionable behavior just plain immoral or unethical? Decisions often have conflicting outcomes, where both options have positive and negative consequences 4­8 Competing Outcomes Digital Vision/Getty Images 4­9 The Link Between Ethics and  Corporate Social Responsibility Socially Responsible Socially Irresponsible Ethical firm not involved with the larger community Questionable firm practices, yet donates a lot to the community Neither ethical nor socially responsible Unethical Ethical Both ethical and socially responsible 4­10 A Framework for  Ethical Decision Making 4­11 Step One: Identify Issues 4­12 Step Two: Gather Information  and Identify Stakeholders 4­13 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 4­14 Step Four: Choose a Course of Action Weigh the alternatives Take a course of action Digital Vision/Getty Images 4­15  check yourself • Identify the stages in the ethical decisionmaking framework 4­16 Integrating Ethics Into  Marketing Strategy 4­17 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 4­18 Implementation Phase Should the firm be relocating production to another country? Should the firm be targeting this market with this product? Should the firm be selling its product in this market in this manner? 4­19 Control Phase Check successful implementation React to change Barbara Penoyar/Getty Images 4­20  check yourself • What ethical questions should a marketing manager consider at each stage of the marketing plan? 4­21 Corporate Social Responsibility • • Employees Their families • • • • Partners Competitors Employees Customers Marketplace Society • • Current customers Potential customers Community Environment 4­22  check yourself • • How has corporate social responsibility evolved since the turn of the twenty-first century? Provide examples of each of the stakeholders that firms should consider in their corporate social responsibility efforts 4­23 Glossary Corporate social responsibility describes the voluntary actions taken by a company to address the ethical, social, and environmental impacts of its business operations and the concerns of its stakeholders Return to slide 4­24 .. .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... The Scope of Marketing Ethics Business Ethics Marketing Ethics Miller TV Commercial from Slang Music Group 4­4 Creating an Ethical Climate  in the Workplace Stockbyte/Getty Images 4­5 American Marketing Association ... 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