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

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3-4

American Marketing Association Code of Ethics

AMA Website

3-5

The Influence of Personal Ethics

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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

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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