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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE. 12. Marketing Ethics and Social Responsibility. Dimensions of Social Responsibility Social responsibility Marketing ethics Marketing Ethics and Strategy The Challenges of Being Ethical and Socially Responsible.

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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

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

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

  3. Marketing Strategy in Action • R.J. Reynolds has been accused by critics of using its “Joe Camel” cartoon character, as shown in this 1988 ad, to target children for cigarette consumption. • How has society acted to protect children from advertising such as this? What obligations do companies have to protect children?

  4. The Pyramid of Social Responsibility Exhibit 12.1

  5. Potential Ethical Issues in Marketing Exhibit 12.2

  6. Perceived Values in the Workplace Exhibit 12.3

  7. Discussion Question • Why is marketing ethics a strategic consideration in organizational decisions? Who is most important in managing marketing ethics: the individual or the firm’s leadership? Explain your answer.

  8. 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) Deceptive Practices in Marketing

  9. Better Business Bureau

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

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

  12. Texas Instruments

  13. Discussion Question • Why are we seeing more evidence of widespread ethical marketing dilemmas within firms today? Is it necessary to gain the cooperation of marketing managers to overstate revenue and earnings in a corporation?

  14. 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 Organizational Determinants of Marketing Ethics and Social Responsibility(2 of 2)

  15. 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 Ethics, Social Responsibility,and Marketing Performance

  16. Discussion Question • What is the relationship between marketing ethics and organizational performance? What are the elements of a strong compliance program to support responsible marketing and a successful marketing strategy?

  17. 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 Incorporating Ethics and Social Responsibility Into Strategic Planning

  18. AMA Code of Ethics for the Internet Exhibit 12.6

  19. Frequency of Misconduct andPenalties Under the FSGO Exhibit 12.7

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