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CHAPTER 4 MARKETING ETHICS 4-1 Marketing Ethics LEARNING OBJECTIVES LO1 LO2 LO3 LO4 LO5 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. 4-2 Firm Goals Greed and short term profit seeking Serious long term consequences Javier Pierini/Getty Images Creating value over the long run Long term success 4-3 The Scope of Marketing Ethics Business Ethics Marketing Ethics http://www.youtube.com/watch?v=mLlKHjYeQ7I 4-4 Creating an Ethical Climate in the Workplace Values • Establish • Share • Understand Rules • Management commitment • Employee dedication Controls Stockbyte/Getty Images • Reward • Punishment 4-5 American Marketing Association 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 AMA Website 4-6 The Influence of Personal Ethics Photo Disc/Getty Images Genetics ©Digital Vision Ltd. Family Corbis/Jupiter images ©Royalty-Free/CORBIS Religion Getty Images Values 4-7 Why People Act Unethically What makes people take actions that create so much harm? Are all the individuals who engage in questionable behavior just plain immoral or unethical? Decisions often have conflicting outcomes, where both options have positive and negative consequences 4-8 Competing Outcomes Dangerous flaw in new model Delay production Continue production Delayed revenue Potential injury to consumers Possible layoffs Loss of revenue Digital Vision/Getty Images Loss of bonuses 4-9 Socially Responsible Socially Irresponsible Ethical Both ethical and socially responsible Ethical firm not involved with the larger community Unethical The Link Between Ethics and Corporate Social Responsibility Questionable firm practices, yet donates a lot to the community Neither ethical nor socially responsible 4-10 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 4-11 Step One: Identify Issues Using results to mislead or even harm the public Marketing research firm issues Hiding the real purpose of the study Data collection methods 4-12 Step Two: Gather Information and Identify Stakeholders Identify all ethical issues and relevant legal information Identify all relevant stakeholders and get their input on any identified ethical issues 4-13 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 4-14 Step Four: Choose a Course of Action Weigh the alternatives Take a course of action Digital Vision/Getty Images 4-15 CHECK YOURSELF 1. Identify the stages in the ethical decisionmaking framework. 4-16 Integrating Ethics Into Marketing Strategy Planning Phase Implementation Phase Control Phase 4-17 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 4-18 Implementation Phase 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? 4-19 Control Phase 1. Check successful implementation 2. React to change Barbara Penoyar/Getty Images 4-20 CHECK YOURSELF 1. What ethical questions should a marketing manager consider at each stage of the marketing plan? 4-21 Corporate Social Responsibility • Employees • Their families • Partners • Competitors • Current customers • Potential customers Employees Customers Marketplace Society • Community • Environment 4-22 CHECK YOURSELF 1. How has corporate social responsibility evolved since the turn of the twenty-first century? 2. Provide examples of each of the stakeholders that firms should consider in their corporate social responsibility efforts. 4-23