12 MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE Marketing Ethics and Social Responsibility

The Role of Ethics and Social Responsibility in Marketing Strategy Dimensions of Social Responsibility Social responsibility Marketing ethics Marketing Ethics and Strategy The Challenges of Being Ethical and Socially Responsible

The Pyramid of Social Responsibility Exhibit 12.1

Potential Ethical Issues in Marketing Exhibit 12.2

Perceived Values in the Workplace Exhibit 12.3

Deceptive Practices in Marketing Deceptive Communication and Promotion False/deceptive statements Exaggerated claims Ambiguous statements Product labeling issues Fraud Regulating Deceptive Marketing Practices Trade associations Better Business Bureau (BBB)

Organizational Determinants of Marketing Ethics and Social Responsibility (1 of 2) Ethical Climate Codes of Conduct Six highly desirable core values: 1) Trustworthiness 2) Respect 3) Responsibility 4) Fairness 5) Caring 6) Citizenship

Key Considerations in Developing and Implementing a Code of Ethical Conduct Exhibit 12.4

Organizational Determinants of Marketing Ethics and Social Responsibility (2 of 2) Marketing Ethics and Leadership Great leaders: 1) Create a common goal or vision 2) Obtain “buy in” 3) Motivate others to be ethical 4) Use available resources 5) Enjoy their jobs Ethics training can ensure that everyone: 1) Recognizes ethical decision making situations 2) Understands the culture and values of the firm 3) Is able to evaluate the impact of ethical decisions

Ethics, Social Responsibility, and Marketing Performance Firms that are ethical and socially responsible are rewarded with greater marketing performance. Having a strong ethical climate: Increases employee commitment Is conducive to a strong market orientation Creates trust among a firm’s stakeholders Increases customer loyalty

Incorporating Ethics and Social Responsibility Into Strategic Planning AMA Code of Ethics Federal Sentencing Guidelines for Organizations (FSGO) Marketing strategy and implementation plans should reflect an understanding of: 1) The ethical and social consequences of strategic choices 2) The values of organizational members and stakeholders

AMA Code of Ethics for the Internet Exhibit 12.6