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FIGURE 4-1 Classifying marketing decisions according to ethical and legal relationships. Slide 4-6. FIGURE 4-2 A framework for understanding ethical behavior. Slide 4-9. MARKETING NEWSNET. Internet Piracy and Campus Pirates. Slide 4-11. UNDERSTANDING ETHICAL MARKETING BEHAVIOR.
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FIGURE 4-1Classifying marketing decisions according to ethical and legal relationships Slide 4-6
FIGURE 4-2A framework for understanding ethical behavior Slide 4-9
MARKETING NEWSNET Internet Piracy and Campus Pirates Slide 4-11
UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Business Culture and Industry Practices • Business Cultures • Ethics of Exchange • Caveat Emptor • Consumer Bill of Rights • Federal Trade Commission (FTC) Slide 4-12
Federal Trade CommissionIs your online privacy protected? Slide 4-13
UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Business Culture and Industry Practices • Ethics of Competition • Economic Espionage • Bribes • Kickbacks Slide 4-14
UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Corporate Culture and Expectations • Corporate Culture • Code of Ethics • Ethical Behavior of Top Management and Co-workers • Whistle-blowers Slide 4-16
FIGURE 4-3American Marketing Association Code of Ethics Click on the icon for theAMA Code of Ethics Slide 4-17
UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Personal Moral Philosophy and Ethical Behavior • Moral Idealism • Utilitarianism Slide 4-18
FIGURE 4-APersonal moral philosophies Slide 4-19
UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING • Concepts of Social Responsibility • Profit Responsibility • Stakeholder Responsibility • Societal Responsibility • Green Marketing • ISO 14000 • Cause Marketing Slide 4-23
FIGURE 4-4Three concepts of social responsibility Slide 4-24
MARKETING NEWSNET Will Consumers Switch Brandsfor a Cause? Yes, if… Slide 4-26
UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING • The Social Audit: Doing Well by Doing Good • Social Audit • Sustainable Development • Turning the Table: Consumer Ethicsand Social Responsibility Slide 4-27
Ronald McDonald House How do companies ‘do well by doing good’? Slide 4-28
Reebok Why is sustainable development important? Slide 4-29
VIDEO CASE 4Starbucks FIGURE 1Starbucks Mission Statement and Guiding Principles Slide 4-39