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. | marketing ethics four Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 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. 2 Firm Goals Javier Pierini/Getty Images 3 The Scope of Marketing Ethics Business Ethics Marketing Ethics Miller TV Commercial from Slang Music Group 4 Creating an Ethical Climate in the Workplace Stockbyte/Getty Images 5 American Marketing Association Code of Ethics AMA Website 6 The Influence of Personal Ethics Corbis/Jupiter images Photo Disc/Getty Images ©Digital Vision Ltd. ©Royalty-Free/CORBIS Getty Images 7 Why People Act Unethically Are all the individuals who engage in questionable behavior just plain immoral or unethical? What makes people take actions that create so much harm? Decisions often have conflicting outcomes, where both options have positive and negative consequences 8 Competing Outcomes Digital Vision/Getty Images 9 The Link Between Ethics and Corporate Social Responsibility Socially Responsible Socially Irresponsible Ethical Unethical Both ethical and socially responsible Neither ethical nor socially responsible Questionable firm practices, yet donates a lot to the community Ethical firm not involved with the larger community 10 A Framework for Ethical Decision Making 11 Step One: Identify Issues 12 Step Two: Gather Information and Identify Stakeholders 13 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 14 Step Four: Choose a Course of Action Weigh the alternatives Take a course of action Digital Vision/Getty Images 15 Identify the stages in the ethical decision-making framework. 16 Integrating Ethics Into Marketing Strategy 17 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 18 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? 19 Control Phase Check successful implementation React to change Barbara Penoyar/Getty Images 20 What ethical questions should a marketing manager consider at each stage of the marketing plan? 21 Corporate Social Responsibility Employees Their families Employees Current customers Potential customers Customers Community Environment Society Partners Competitors Marketplace 22 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. 23 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. Glossary
