B M G T 2 0 5 : P R I N C I PA L S O F M A R K E T I N G

MARKETING 

ETHICS
MARKETING ETHICS
FIRM GOALS

Greed
and short
term profit
seeking

Serious
long term
conseque
nces

Creating
value
over the
long run

Long t...
HTTP://
W W W. Y O U T U B E .
C O M / W AT C H ?
V=MLLKHJYEQ7I
AT T I T U D E S A B O U T T H E 

E T H I C A L S TA N D A R D S O F
VA R I O U S P R O F E S S I O N S

• Why do you fee...
C R E AT I N G A N
E T H I C A L C L I M AT E 

IN THE WORKPLACE
Values
• Establish
• Share
• Understand
Rules
• Managemen...
A M E R I C A N M A R K E T I N G A S S O C I AT I O N 

CODE OF ETHICS

Generally accepted code in marketing

Flows from ...
THE INFLUENCE OF PERSONAL ETHICS

Corbis/Jupiter images
©Royalty-Free/CORBIS

Getty Images

Genetics

Family

Religion

Va...
COMPETING OUTCOMES
Dangerous flaw in new model

Delay production

Continue production

Delayed revenue

Potential injury t...
Socially Responsible

Socially Irresponsible

Ethical

Both ethical and socially
responsible

Ethical firm not involved
wi...
W H I C H C O M PA N Y I S M O R E S O C I A L LY
RESPONSIBLE?
A FRAMEWORK FOR 

ETHICAL DECISION MAKING

Step 1
• Identify Issues

Step 2
• Gather
information and
identify
stakeholders...
STEP ONE: IDENTIFY ISSUES
Marketing research firm issues

Using results to
Hiding the real
Data collection
mislead or
purp...
S T E P T W O : G AT H E R I N F O R M AT I O N 

A N D I D E N T I F Y S TA K E H O L D E R S

Identify all ethical issue...
STEP THREE:
BRAINSTORM 

A N D E V A L U AT E
A LT E R N AT I V E S

• Halt the market research

project?
• Make responses...
STEP FOUR: CHOOSE A COURSE OF
ACTION

Weigh the alternatives

Take a course of action
• Government agencies

have been established to
help firms decide what is
“ethical”
CHECK YOURSELF

1.

Identify the stages in the ethical decision-making framework.
I N T E G R AT I N G E T H I C S I N T O 

M A R K E T I N G S T R AT E G Y
Planning Phase

Implementation
Phase

Control ...
PLANNING PHASE

• The mission or vision statement sets the overall ethical

tone for planning.

• Mission statements can b...
I M P L E M E N TAT I O N P H A S E

Should the firm be relocating
production to another country?
Should the firm be targe...
IS RED BULL MARKETING ON
COLLEGE CAMPUSES ETHICAL?
CONTROL
PHASE

1. Check successful implementation
2. React to change
CHECK YOURSELF

1.

What ethical questions should a marketing manager consider at
each stage of the marketing plan?
C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y

• describes the voluntary actions taken by a company to

address...
C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y
••Employees
••Their families

••Current customers
••Potential cus...
H T T P : / / M O N E Y. C N N . C O M / M A G A Z I N E S / F O R T U N E / M O S TADMIRED/2013/SNAPSHOTS/670.HTML?IID=F_...
CHECK YOURSELF

1.

2.

How has corporate social responsibility evolved since the turn
of the twenty-first century?
Provid...
Bmgt 205 chapter_4
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Bmgt 205 chapter_4

  1. 1. B M G T 2 0 5 : P R I N C I PA L S O F M A R K E T I N G MARKETING 
 ETHICS
  2. 2. MARKETING ETHICS
  3. 3. FIRM GOALS Greed and short term profit seeking Serious long term conseque nces Creating value over the long run Long term success
  4. 4. HTTP:// W W W. Y O U T U B E . C O M / W AT C H ? V=MLLKHJYEQ7I
  5. 5. AT T I T U D E S A B O U T T H E 
 E T H I C A L S TA N D A R D S O F VA R I O U S P R O F E S S I O N S • Why do you feel marketers (advertising practitioners & salespeople) rank so low on this scale? • What can marketers do to improve their ranking? Jeffrey M. Jones, “Nurses Top Honesty and Ethics List for 11th Year,” Gallup, November 19–21, 2010, http://www.gallup.com/poll-145043/nurses-top-honesty-ethicslist-11-year.aspx
  6. 6. C R E AT I N G A N E T H I C A L C L I M AT E 
 IN THE WORKPLACE Values • Establish • Share • Understand Rules • Management commitment • Employee dedication Controls • Reward • Punishment
  7. 7. A M E R I C A N M A R K E T I N G A S S O C I AT I O N 
 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 http://www.marketingpower.com/AboutAMA/Pages/ Statement%20of%20Ethics.aspx
  8. 8. THE INFLUENCE OF PERSONAL ETHICS Corbis/Jupiter images ©Royalty-Free/CORBIS Getty Images Genetics Family Religion Values
  9. 9. COMPETING OUTCOMES Dangerous flaw in new model Delay production Continue production Delayed revenue Potential injury to consumers Possible 
 layoffs Loss of revenue Loss of bonuses
  10. 10. Socially Responsible Socially Irresponsible Ethical Both ethical and socially responsible Ethical firm not involved with the larger community Unethical THE LINK BETWEEN ETHICS AND 
 C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y Questionable firm practices, yet donates a lot to the community Neither ethical nor socially responsible
  11. 11. W H I C H C O M PA N Y I S M O R E S O C I A L LY RESPONSIBLE?
  12. 12. 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
  13. 13. STEP ONE: IDENTIFY ISSUES Marketing research firm issues Using results to Hiding the real Data collection mislead or purpose of the methods even harm the study public
  14. 14. S T E P T W O : G AT H E R I N F O R M AT I O N 
 A N D I D E N T I F Y S TA K E H O L D E R S Identify all ethical issues and relevant legal information Identify all relevant stakeholders and get their input on any identified ethical issues
  15. 15. STEP THREE: BRAINSTORM 
 A N D E V A L U AT E A LT E R N AT I V E S • Halt the market research project? • Make responses anonymous? • Instituting training on the AMA Code of Ethics for all researchers
  16. 16. STEP FOUR: CHOOSE A COURSE OF ACTION Weigh the alternatives Take a course of action
  17. 17. • Government agencies have been established to help firms decide what is “ethical”
  18. 18. CHECK YOURSELF 1. Identify the stages in the ethical decision-making framework.
  19. 19. I N T E G R AT I N G E T H I C S I N T O 
 M A R K E T I N G S T R AT E G Y Planning Phase Implementation Phase Control Phase
  20. 20. 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.
  21. 21. I M P L E M E N TAT I O N P H A S E 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?
  22. 22. IS RED BULL MARKETING ON COLLEGE CAMPUSES ETHICAL?
  23. 23. CONTROL PHASE 1. Check successful implementation 2. React to change
  24. 24. CHECK YOURSELF 1. What ethical questions should a marketing manager consider at each stage of the marketing plan?
  25. 25. C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y • 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.
  26. 26. C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y ••Employees ••Their families ••Current customers ••Potential customers Employees ••Partners ••Competitors Marketplace Customers ••Community Society ••Environment
  27. 27. H T T P : / / M O N E Y. C N N . C O M / M A G A Z I N E S / F O R T U N E / M O S TADMIRED/2013/SNAPSHOTS/670.HTML?IID=F_F500M FORTUNE MOST ADMIRED C O M PA N I E S
  28. 28. CHECK YOURSELF 1. 2. 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.
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