1. 4
MARKETING ETHICS

2. Marketing Ethics 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.
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3. Firm Goals Creating value over the long run Long term success
Greed and short term profit seeking
Serious long term consequences
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Creating value over the long run
Long term success

4. The Scope of Marketing Ethics
Business Ethics
Marketing Ethics

5. Creating an Ethical Climate in the Workplace
Values
Establish
Share
Understand
Rules
Management commitment
Employee dedication
Controls
Reward
Punishment
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6. 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

7. The Influence of Personal Ethics
Genetics
Family
Religion
Values
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8. 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

9. 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
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10. The Link Between Ethics and Corporate Social Responsibility
Socially Responsible
Socially Irresponsible
Ethical
Unethical
Both ethical and socially
responsible
Ethical firm not involved
with the larger
community
Questionable firm
practices, yet donates a
lot to the community
Neither ethical nor
socially responsible

11. 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

12. 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

13. 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

14. 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
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15. Step Four: Choose a Course of Action
Weigh the alternatives
Take a course of action
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16. CHECK YOURSELF
Identify the stages in the ethical decision- making framework.

17. Integrating Ethics Into Marketing Strategy
Planning Phase
Implementation Phase
Control Phase

18. 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

19. 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?

20. Control Phase Check successful implementation React to change
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21. CHECK YOURSELF
What ethical questions should a marketing manager consider at each stage of the marketing plan?

22. Corporate Social Responsibility
Employees
Their families
Current customers
Potential customers
Customers
Partners
Competitors
Marketplace
Community
Environment
Society

23. CHECK YOURSELF
How has corporate social responsibility evolved since the turn of the twenty-first century?
Provide examples of each of the stakeholders that firms should consider in their corporate social responsibility efforts.

24. Glossary
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.