Bài giảng Marketing - Chapter 4

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 BESTBEER COMPANY IN A BETTER WORLDEnvironmental PreservationAlcoholResponsibilityCommunity Support4-*NATURE AND SIGNIFICANCE OFMARKETING 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 ProductSafety CommissionThe Right to Be InformedFederal TradeCommission (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 DECISIONSCorporate Conscience in the Cola WarLO 4-24-*MARKETING INSITEThe 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 StartInfant 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 MATTERSWill 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 forUnethical Behavior4-*TOYOTA: BUILDING CLEANER,GREENER CARSVIDEO CASE 44-*