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Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
Bmgt 205 chapter_4
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Bmgt 205 chapter_4

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  • 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. MARKETING ETHICS
  • 3. FIRM GOALS Greed and short term profit seeking Serious long term conseque nces Creating value over the long run Long term success
  • 4. HTTP:// W W W. Y O U T U B E . C O M / W AT C H ? V=MLLKHJYEQ7I
  • 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. 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. 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. THE INFLUENCE OF PERSONAL ETHICS Corbis/Jupiter images ©Royalty-Free/CORBIS Getty Images Genetics Family Religion Values
  • 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. 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. 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. 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. 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. 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. 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. STEP FOUR: CHOOSE A COURSE OF ACTION Weigh the alternatives Take a course of action
  • 17. • Government agencies have been established to help firms decide what is “ethical”
  • 18. CHECK YOURSELF 1. Identify the stages in the ethical decision-making framework.
  • 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. 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. 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. IS RED BULL MARKETING ON COLLEGE CAMPUSES ETHICAL?
  • 23. CONTROL PHASE 1. Check successful implementation 2. React to change
  • 24. CHECK YOURSELF 1. What ethical questions should a marketing manager consider at each stage of the marketing plan?
  • 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. 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. 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. 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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