Bài giảng Marketing - Chapter 4: Marketing ethics

marketing ethicsfourCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Marketing EthicsLO 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.Firm GoalsJavier Pierini/Getty ImagesThe Scope of Marketing EthicsBusiness EthicsMarketing EthicsMiller TV Commercial from Slang Music GroupCreating an Ethical Climate in the WorkplaceStockbyte/Getty ImagesAmerican Marketing Association Code of EthicsAMA WebsiteThe Influence of Personal EthicsCorbis/Jupiter imagesPhoto Disc/Getty Images©Digital Vision Ltd.©Royalty-Free/CORBISGetty ImagesWhy People Act UnethicallyAre 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 consequencesCompeting OutcomesDigital Vision/Getty ImagesThe Link Between Ethics and Corporate Social ResponsibilitySocially ResponsibleSocially IrresponsibleEthicalUnethicalBoth ethical and sociallyresponsibleNeither ethical norsocially responsibleQuestionable firmpractices, yet donates alot to the communityEthical firm not involvedwith the largercommunityA Framework for Ethical Decision MakingStep One: Identify IssuesStep Two: Gather Information and Identify StakeholdersStep Three: Brainstorm and Evaluate AlternativesHalt the market research project?Make responses anonymous?Instituting training on the AMA Code of Ethics for all researchersRyan McVay/Getty ImagesStep Four: Choose a Course of ActionWeigh the alternativesTake a course of actionDigital Vision/Getty ImagesIdentify the stages in the ethical decision-making framework.Integrating Ethics Into Marketing StrategyPlanning PhaseThe 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 HrubyImplementation PhaseShould 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?Control PhaseCheck successful implementationReact to changeBarbara Penoyar/Getty ImagesWhat ethical questions should a marketing manager consider at each stage of the marketing plan?Corporate Social ResponsibilityEmployeesTheir familiesEmployeesCurrent customersPotential customersCustomersCommunityEnvironmentSocietyPartnersCompetitorsMarketplaceHow 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.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