WHAT IS ETHICS & Code of Conduct for Marketing Ethics

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Content:
The Pyramid of Corporate Social Responsibility
Ethical Issues & the Marketing Mix
Factors influencing ethical marketing behavior
Codes of Conduct
Case study

Published in: Marketing, Technology, Business
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WHAT IS ETHICS & Code of Conduct for Marketing Ethics

  1. 1. Charmi Popat SVKM’s NMIMS SPP SPTM (School of Pharmacy & Technology Management) 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 1
  2. 2. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 2
  3. 3.  Ethics are the moral principles and values that governs the action and decisions of an individual or a group  They serve the guidelines on how to act rightly and justly when faced with moral dilemmas. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 3-3
  4. 4.  Ethical Norms and Values for Marketers  Norms are established standards of conduct that are expected and maintained by society and/or professional organizations.  Values represent the collective conception of what communities find desirable, important and morally proper. ETHICAL NORMS: Do no harm. 2/3/2014 Foster trust in the marketing system. . SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University Embrace ethical values. 4
  5. 5.   Several formal written codes of ethics Ray Kroc set the original standard for McDonald's Citizenship Fairness Transparency 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 5
  6. 6.  Car manufacturers have gone to great lengths to promote hybrid cars.  These cars are generally much more expensive to develop and produce. Do corporations have a social responsibility to develop environmentally friendly cars? Why or why not? 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 6
  7. 7.  Principles and standards that define acceptable marketing conduct as determined by the public, government regulators, private interest groups, competitors, and the firm itself 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 7
  8. 8. Distributor Relations Product Development Pricing Corporate Marketing Ethics Policies Advertising Standards Customer Service General Code 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 8
  9. 9.  R.J. Reynolds has been accused by critics of using its “Joe Camel” cartoon character, to target children for cigarette consumption. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 9
  10. 10. Product Issues Pricing Issues Customers Promotion Issues 2/3/2014 Distribution Issues SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 10
  11. 11. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 11
  12. 12. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 12
  13. 13.  Codes of Conduct (Codes of Ethics)  Formal statement that describes what an organization expects of its employees  Not an effective means of controlling ethical behavior unless integrated into daily decision making  Not effective unless the code has support of top management 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 13
  14. 14.  Codes must reflect management’s desire for compliance with values, rules, and policies  Codes should have six core values: 1. 2. Respect 3. Responsibility 4. Fairness 5. Caring 6.  Trustworthiness Citizenship Codes can help managers deal with ethical dilemmas 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 14
  15. 15.  Is the action legal?  Does it comply with our values?  If you do it, will you feel bad?  How will it look in the newspaper?  If you know it’s wrong, don’t do it!  If you’re not sure, ask.  Keep asking until you get an answer. 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 15
  16. 16. Honesty and fairness In the Area of Promotions, Distribution & Pricing In the Area of Marketing Research In the Area of Product Development and Management Rights and Duties of Parties in the Marketing Exchange Process Organizational Relationships 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 16
  17. 17. • • Nike has been criticized about NOT being socially responsible Child labor and exploiting lower income U.S. families 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 17
  18. 18.  Importance is increasing  Have become necessities due to:  Stakeholder demands  Changes in Federal law  Improve marketing performance and profits  Are important to development of marketing strategy 2/3/2014 SPP SPTM V.L.Mehta Road, Vile Parl (W) SVKM's NMIMS University 18
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