Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
ETHICS AND
SOCIAL
RESPONSIBILITY
IN MARKETING
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AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
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NATURE AND SIGNIFICANCE OF
MARKETING ETHICS
• Ethics
Laws
• Current Perceptions of Ethical Behavior
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Concept Check
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Concept Check
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UNDERSTANDING ETHICAL
MARKETING BEHAVIOR
Culture
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FIGURE 4-1 A framework for understanding
ethical behavior
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UNDERSTANDING ETHICAL
MARKETING BEHAVIOR
Business Cultures
Ethics of Exchange
• Caveat Emptor
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Federal Trade Commission
Is your online privacy protected?
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UNDERSTANDING ETHICAL
MARKETING BEHAVIOR
Ethics of Competition
• Economic Espionage
• Bribes
• Kickbacks
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UNDERSTANDING ETHICAL
MARKETING BEHAVIOR
Corporate Culture
Code of Ethics
Ethical Behavior of Top Management and
Co-workers
• Whistle-blowers
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UNDERSTANDING ETHICAL
MARKETING BEHAVIOR
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FIGURE 4-A Personal moral philosophies
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3M Scotchgard
Which moral philosophy did 3M use and why?
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Concept Check
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Concept Check
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UNDERSTANDING SOCIAL
RESPONSIBILITY IN MARKETING
Profit Responsibility
• Profiteering
Stakeholder Responsibility
Societal Responsibility
• Green Marketing
• Cause Marketing
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FIGURE 4-2 Three concepts of social
responsibility
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Avon
Why do companies engage in cause marketing?
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UNDERSTANDING SOCIAL
RESPONSIBILITY IN MARKETING
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Ronald McDonald House
How do companies ‘do well by doing good’?
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Reebok
Why is sustainable development important?
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Concept Check
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Concept Check
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Concept Check
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GOING ONLINE
DOING WELL BY
DOING GOOD
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Going Online
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VIDEO CASE 4
STARBUCKS CORPORATION:
SERVING MORE THAN
COFFEE
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VIDEO CASE 4
Starbucks
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VIDEO CASE 4
Starbucks
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VIDEO CASE 4
Starbucks
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VIDEO CASE 4
Starbucks
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SUPPLEMENTAL
LECTURE NOTE 4-1
THE FIVE MOST COMMON
KINDS OF ECONOMIC
ESPIONAGE
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IN-CLASS ACTIVITY 4-1
THE ETHICS OF
COMPETITIVE
INTELLIGENCE
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Fuld & Company Brochure
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Ethics
Ethics
Ethics are
are the
the moral
moral principles
principles and
and values
values
that
that govern
govern the
the actions
actions and
and decisions
decisions of
of
an
an individual
individual oror group.
group.
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Laws
Laws
Laws are
are society’s
society’s values
values and
and standards
standards
that
that are
are enforceable
enforceable in
in the
the courts.
courts.
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Consumer Bill of Rights (1962)
The
The Consumer
Consumer BillBill of
of Rights
Rights (1962)
(1962)
is
is aa law
law that
that codified
codified the
the ethics
ethics of
of
exchange
exchange between
between buyers
buyers andand sellers,
sellers,
including
including thethe rights
rights (1)
(1) to
to safety,
safety,
(2)
(2) to
to be
be informed,
informed, (3)
(3) to
to choose,
choose, and
and
(4)
(4) to
to be
be heard.
heard.
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Code of Ethics
A
A code
code of
of ethics
ethics is
is aa formal
formal statement
statement of
of
ethical
ethical principles
principles and
and rules
rules of
of conduct.
conduct.
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Whistle-blowers
Whistle-blowers
Whistle-blowers areare employees
employees who
who
report
report unethical
unethical or
or illegal
illegal actions
actions of
of their
their
employers.
employers.
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Moral Idealism
Moral
Moral idealism
idealism is is aa personal
personal moral
moral
philosophy
philosophy that
that considers
considers certain
certain
individual
individual rights
rights or
or duties
duties as
as universal,
universal,
regardless
regardless of
of the
the outcome.
outcome.
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Utilitarianism
Utilitarianism
Utilitarianism isis aa personal
personal moral
moral
philosophy
philosophy that
that focuses
focuses onon “the
“the greatest
greatest
good
good for
for the
the greatest
greatest number,”
number,” byby
assessing
assessing the
the costs
costs and
and benefits
benefits of
of the
the
consequences
consequences of of ethical
ethical behavior.
behavior.
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Social Responsibility
Social
Social responsibility
responsibility means
means that
that
organizations
organizations are
are aa part
part of
of aa larger
larger society
society
and
and are
are accountable
accountable toto that
that society
society for
for
their
their actions.
actions.
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Green Marketing
Green
Green marketing
marketing consists
consists of
of marketing
marketing
efforts
efforts to
to produce,
produce, promote,
promote, and
and reclaim
reclaim
environmentally
environmentally sensitive
sensitive products.
products.
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Cause Marketing
Cause
Cause marketing
marketing occurs
occurs when
when thethe
charitable
charitable contributions
contributions of
of aa firm
firm are
are tied
tied
directly
directly to
to the
the customer
customer revenues
revenues
produced
produced through
through the
the promotion
promotion of of one
one of
of
its
its products.
products.
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Social Audit
A
A social
social audit
audit is
is aa systematic
systematic assessment
assessment
of
of aa firm’s
firm’s objectives,
objectives, strategies,
strategies, and
and
performance
performance in in terms
terms ofof social
social
responsibility.
responsibility.
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