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Chapter Objectives LEARNING OBJECTIVES LO1 Identify why marketers should be concerned about ethics LO2 Describe the characteristics of a socially responsible firm LO3 Explain how a firm could make ethically responsible decisions LO4 Outline how ethics & social responsibility can be integrated into a firm’s marketing strategy LO5 Identify how consumers foster ethical and socially responsible business practices 17-1 LO5 The Six Tests of Ethical Action The Publicity Test • Would I want to see this in the media? The Moral Mentor Test • Would the person I admire the most do this? The Admired Observer Test • Would I want the person I admire the most to SEE me doing this? The Transparency Test • Could I give a clear explanation for the action The Person in the Mirror Test The Golden Rule Test • Would I be able to look in the mirror and respect myself • Would I like to be on the receiving end of this action? 17-2 LO5 Understanding Ethics Using Scenarios Scenario 1: Who Is on the Line? Scenario 2: Giving Credit Where Credit Isn’t Due Scenario 3: The Jeweler’s Tarnished Image Scenario 4: No Wonder It’s So Good Scenario 5: Bright Baby’s Bright Idea 17-3 LO5 Scenario 1: Who Is on the Line? • What are the ethical issues in this scenario? • Why would a firm use this service? • How do you think consumers will respond to firms who use this service? • Would you advise purchasing this service? Back to list of scenarios 17-4 LO5 Scenario 2: Giving Credit Where Credit Isn’t Due • Is this an inappropriate target market? • Could you argue that the firm provides a valuable service to this market? • Would you advise the cataloger to pursue this new strategy? Back to list of scenarios 17-5 Scenario 3: The Jeweler’s Tarnished Image LO5 • Is the manufacturer responsible for the acts of independent sales people? • How do you feel the Billing’s should respond? Back to list of scenarios 17-6 LO5 Scenario 4: No Wonder It’s So Good Relax with Enjoy Cola • Is the legal non disclosure of the alcohol content and ethical issue? • Should the firm be required to disclose the alcohol content? • What would you do if you were Mia? Back to list of scenarios 17-7 LO5 Scenario 5: Bright Baby’s Bright Idea • Is the potential for injury enough to merit removal of the product from the market? • Do you feel it is ethical to move the product to a less regulated market? • What would you have advised the CEO? Back to list of scenarios 17-8 LO5 Ethical and Social Criticisms of Marketing * High Prices * Deceptive Advertising * High-Pressure Selling * Exaggerated claims * False Wants/Materialism * Cultural Pollution * Bait-and-switch 17-9