1. chapter marketing ethics three Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. LEARNING OBJECTIVES LO1Identify the ethical values marketers should embrace. LO2Distinguish between ethics and social responsibility. LO3Identify the four steps in ethical decision making. LO4Describe how ethics can be integrated into a firm’s marketing strategy. LO5Describe the ways in which corporate social responsibility programs help various stakeholders. Marketing Ethics 3-2

3. The Scope of Marketing Ethics Business Ethics Marketing Ethics Miller Commercial 3-3

4. Creating an Ethical Climate in the Workplace Values – Establish – Share – Understand Rules – Management commitment – Employee dedication Controls – Reward – Punishment Stockbyte/Getty Images 3-4

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 3-5

6. The Influence of Personal Ethics GeneticsFamily ReligionValues Corbis/Jupiterimages PhotoDisc/Getty Images©Digital Vision Ltd. ©Royalty-Free/CORBISGetty Images 3-6

7. Why People Act Unethically Are 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 consequences 3-7

8. Competing Outcomes Dangerous flaw in new model Delay production Delayed revenue Possible layoffs Loss of bonuses Continue production Potential injury to consumers Loss of revenue Digital Vision/Getty Images 3-8

9. The Link Between Ethics and Corporate Social Responsibility Corporate Social Responsibility 3-9

10. A Framework for Ethical Decision Making 3-10

11. Step One: Identify Issues Marketing research firm issues Using results to mislead or even harm the public Data collection methods Hiding the real purpose of the study 3-11

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 3-12

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 3-13

14. Step Four: Choose a Course of Action Weigh the alternatives Take a course of action Digital Vision/Getty Images 3-14

15. Integrating Ethics Into Marketing Strategy 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 3-15

16. Integrating Ethics Into Marketing Strategy Implementation Phase Should 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? 3-16

17. Integrating Ethics Into Marketing Strategy Control Phase 1.Check successful implementation 2.React to change 1.Check successful implementation 2.React to change Barbara Penoyar/Getty Images 3-17

18. Corporate Social Responsibility 3-18

19. Return to slide 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 3-19