Bài giảng Marketing - Chapter 4

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: Explain the difference between legal and ethical behavior in marketing. Identify factors that influence ethical and unethical marketing decisions. Describe the different concepts of social responsibility. Recognize unethical and socially irresponsible consumer behavior.

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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 4-3LO 4-2LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO:LO 4-1Explain the difference between legal and ethical behavior in marketing.LO 4-3Identify factors that influence ethical and unethical marketing decisions.Describe the different concepts of social responsibility.Recognize unethical and socially irresponsible consumer behavior.4-*ANHEUSER-BUSCH: BECOMING THE BEST BEER COMPANY IN A BETTER WORLDEnvironmental PreservationAlcohol ResponsibilityCommunity Support4-*NATURE AND SIGNIFICANCE OF MARKETING ETHICSLO 4-1Ethical-IllegalUnethical-IllegalEthical-LegalUnethical-LegalEthicsLawsEthical/Legal Framework for MarketingCurrent Perceptions of Ethical Behavior4-*FIGURE 4-1 Four ways to classify marketing decisions according to ethical and legal relationships4-*FIGURE 4-2 A framework for understanding ethical behavior4-*ETHICAL MARKETING BEHAVIORSOCIETAL CULTURE AND NORMSLO 4-2Are RelativeAffect Ethical and Legal RelationshipsCultureSocietal Values and Attitudes4-*ETHICAL MARKETING BEHAVIORBUSINESS CULTURE AND INDUSTRY PRACTICESLO 4-2Business CultureEthics of ExchangeCaveat EmptorConsumer Bill of Rights (1962): The Right To Safety To Be Informed To Choose To Be Heard4-*ETHICAL MARKETING BEHAVIORBUSINESS CULTURE AND INDUSTRY PRACTICESLO 4-2The Right to SafetyConsumer Product Safety CommissionThe Right to Be InformedFederal Trade Commission (FTC)4-*ETHICAL MARKETING BEHAVIORBUSINESS CULTURE AND INDUSTRY PRACTICESLO 4-2The Right to ChooseThe Right to Be HeardSlotting AllowancesDo Not Call Registry4-*ETHICAL MARKETING BEHAVIORBUSINESS CULTURE AND INDUSTRY PRACTICESLO 4-2Ethics of CompetitionEconomic EspionageBribes and Kickbacks4-*MAKING RESPONSIBLE DECISIONS Corporate Conscience in the Cola WarLO 4-24-*MARKETING INSITE The Bribe Payers IndexLO 4-24-*ETHICAL MARKETING BEHAVIORCORPORATE CULTURE AND EXPECTATIONSLO 4-2Corporate CultureCode of EthicsEthical Behavior of Top Management and Co-WorkersWhistle-Blowers4-*FIGURE 4-3 American Marketing Association Statement of Ethics (abridged)4-*ETHICAL MARKETING BEHAVIORPERSONAL MORAL PHILOSOPHY AND ETHICSLO 4-2Moral IdealismUtilitarianismNestlé’s Gerber Good Start Infant Formula4-*SOCIAL RESPONSIBILITY IN MARKETINGTHREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 4-3Social ResponsibilityStakeholder ResponsibilitySocietal ResponsibilityProfit Responsibility4-*FIGURE 4-4 Three concepts of social responsibility4-*SOCIAL RESPONSIBILITY IN MARKETINGTHREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 4-3Social ResponsibilityGreen MarketingCause MarketingTriple-Bottom LineHäagen- Dasz4-*MARKETING MATTERS Will Consumers Switch Brands for a Cause? Yes, if LO 4-34-*SOCIAL RESPONSIBILITY IN MARKETINGTHE SOCIAL AUDITLO 4-3Social AuditSustainable Development4-*SOCIAL RESPONSIBILITY IN MARKETINGCONSUMERS ETHICS AND SOCIAL RESPONSIBILITYLO 4-4GreenwashingFTC GuidelinesUnethical Practices by ConsumersConsumer Behavior Regarding Environmentally Sensitive ProductsConsumer Motivations for Unethical Behavior4-*TOYOTA: BUILDING CLEANER, GREENER CARSVIDEO CASE 44-*
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