chapter 03 mkt120 ethics

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LEARNING OBJECTIVES

MARKETING ETHICS

Why do marketers have to worry about ethics?

What does it take for a firm to be considered socially responsible?

How should a firm make ethically responsible decision?

How can ethics and social responsibility be integrated into a firm’s marketing strategy?

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Mattel – Product Safety Crisis

Lead paint from

subcontracted

manufacturer in China

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Firm Goals

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The Scope of Marketing Ethics

Business EthicsBusiness Ethics Marketing EthicsMarketing Ethics

Miller Commercial

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Attitudes About the Ethical Standards of Various Professions

Why do you feel marketers (advertising practitioners) rank so low on this scale?

What can marketers do to improve their ranking?

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Citibank Addresses Identity Theft

Why is this a good customer issue to address?

Why are these ads effective?

Citibank Commercial

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Creating an Ethical Climate in the Workplace

Values– Establish– Share– Understand

Rules– Management

commitment– Employee dedication

Controls– Reward– Punishment

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American Marketing Association Code of Ethics

AMA Website

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The Influence of Personal Ethics

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Why People Act Unethically

Are all the individuals who engage in questionable

behavior just plain immoral or unethical?

Are all the individuals who engage in questionable

behavior just plain immoral or unethical?

What makes people take actions that create so much

harm?

What makes people take actions that create so much

harm?

Decisions often have conflicting outcomes, where both options have positive and negative

consequences

Decisions often have conflicting outcomes, where both options have positive and negative

consequences

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Competing Outcomes

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The Link Between Ethics and Corporate Social Responsibility

Build-A-Bear Workshop

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A Framework for Ethical Decision Making

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Step One: Identify Issues

Marketing research firm

issuesData

collection methods

Data collection methods

Using results to mislead or even harm the public

Using results to mislead or even harm the public

Hiding the real purpose of the study

Hiding the real purpose of the study

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Step Two: Gather Information and Identify Stakeholders

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Stakeholder Analysis Matrix for a Marketing Research Firm

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Step Three: Brainstorm Alternatives

Halt the market research project?

Make responses anonymous?

Instituting training on the AMA Code of Ethics for all researchers

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Step Four: Choose a Course of Action

Weigh the alternativesWeigh the alternatives

Take a course of actionTake a course of action

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Ethical Decision-Making Evaluation Questionnaire

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Check Yourself

1. According to the American marketing Association Code of Ethics, what are the six ethical values

2. Identify the four stages in the ethical decision making framework

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Integrating Ethics Into Marketing Strategy

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Planning Phase

The mission or vision statement sets the overall ethical tone for planning.

Firms often go beyond the mission or vision statement by including a values statement.

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Donating over $200 million since 1982

Newman’s Own

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Implementation Stage

Aqua Teen Hunger Force LED display was mistaken

as a bomb

Secret Sparkle Body Spray Sold through retailer that

targets 7-14 year olds although packaging claimed to keep out of reach of children

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Implementation Phase

Should the firm be targeting this market with this product?

Should the firm be selling its product in this market in this

manner?

Should the firm be relocating production to another country?

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Control Phase

1. Check successful implementation

2. React to change

1. Check successful implementation

2. React to change

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The Six Tests of Ethical Action

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Check Yourself

1. Should a marketing manager insist on assessing the ethics of a situation she or he is facing?

2. Identify one ethical issue you might face in each of the three phases of a marketing plan

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Understanding Ethics Using Scenarios

Scenario 1: R.J. Reynolds: Promotions to YouthScenario 2: Victoria’s Dirty SecretScenario 3: Pregnant Teen TV StarScenario 4: Who Is on the Line?Scenario 5: West Virginia T-Shirts Scenario 6: Giving Credit Where Credit Isn’t DueScenario 7: The Jeweler’s Tarnished ImageScenario 8: No Wonder It’s So GoodScenario 9: Bright Baby’s Bright IdeaScenario 10: Money from Mailing ListsScenario 11: The Blogging CEO

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Scenario 1: R.J. Reynolds

What are the ethical issues Mailings to young

adults Candy flavored

cigarettes

Is it wrong? Why or why not?

Back to list of scenarios

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Scenario 2: Victoria’s Dirty Secret

What was Victoria’s Secret doing?

Was it wrong? Unethical How could they fix

this?

Back to list of scenarios

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Scenario 3: Pregnant Teen TV Star

Should the show be cancelled?

Should the pregnancy be written into the script?

How should Nickelodeon handle this?

Is there any way this could be helpful?

Back to list of scenarios

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Scenario 4: Who Is on the Line?

What are the ethical issues in this scenario?

Why would a firm use this service?

How do you think consumers will respond to firms who use this service?

Would you advise purchasing this service?

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Scenario 5: West Virginia T-Shirts

What are the ethical issues in this scenario?

If you were the retailer how would you have responded?

Does a history of previous inappropriate business practices impact your opinion of the retailer?

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Scenario 6: Giving Credit Where Credit Isn’t Due

Is this an inappropriate target market?

Could you argue that the firm provides a valuable service to this market?

Would you advise the cataloger to pursue this new strategy?

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Scenario 7: The Jeweler’s Tarnished Image

Is the manufacturer responsible for the acts of independent sales people?

How do you feel the Billing’s should respond?

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Scenario 8: No Wonder It’s So Good

Is the legal non disclosure of the alcohol content and ethical issue?

Should the firm be required to disclose the alcohol content?

What would you do if you were Mia?

Relax with Enjoy Cola

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Scenario 9: Bright Baby’s Bright Idea

Is the potential for injury enough to merit removal of the product from the market?

Do you feel it is ethical to move the product to a less regulated market?

What would you have advised the CEO?

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Scenario 10: Money from Mailing Lists

Should Mangold continue to use the Marketing Metrix mailing list?

Should he tell his new customers how he got their names?

Do customers need to give consent before companies collect information on their online behavior?

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Scenario 11: The Blogging CEO

Should Burdick be allowed to praise his company anonymously?

Should he be allowed to attack his competitors?

How would you feel if you knew a blogger had personal interests in the topic?

Back to list of scenarios

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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.

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