1. 12 MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE
Marketing Ethics and
Social Responsibility

2. 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

3. The Pyramid of Social Responsibility
Exhibit 12.1

4. Potential Ethical Issues in Marketing
Exhibit 12.2

5. Perceived Values in the Workplace
Exhibit 12.3

6. 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)

7. 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

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

9. 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

10. 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

11. 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

12. AMA Code of Ethics for the Internet
Exhibit 12.6