CHAPTER
Day 5
BUS 222
Agenda
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Class roll call
Questions
Assignment 1 Due
Assignment 2 will be posted soon
Quick review
Quiz 1 on Feb 13
• Marketing Ethics Con’t
Copyright 2005 Prentice Hall
Ch 1 -2
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
3-3
According to the American Marketing Association Code of Ethics, what are
the six ethical values?
Answer: The six ethical values are honesty, responsibility, fairness,
respect, openness, and citizenship.
Identify the four stages in the ethical decision making framework.
Answer: The four stages in the ethical decision-making framework are:
identify issues; gather information and identify stakeholders; brainstorm
and evaluate alternatives; and choose a course of action.
Integrating Ethics Into Marketing Strategy
Planning Phase
Implementation Phase
Control Phase
3-5
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
3-6
Newman’s Own
Donating over $200 million since 1982
©Newman’s Own, Inc.
3-7
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?
3-8
Control Phase
1. Check successful
implementation
2. React to change
Barbara Penoyar/Getty Images
3-9
The Six Tests of Ethical Action
The Publicity Test
• Would I want to see this in the media?
The Moral Mentor Test
• Would the person I admire the most do this?
The Admired Observer
Test
• Would I want the person I admire the most to SEE
me doing this?
The Transparency Test
• Could I give a clear explanation for the action
The Person in the
Mirror Test
The Golden Rule Test
• Would I be able to look in the mirror and respect
myself
• Would I like to be on the receiving end of this action?
3-10
Most Sweeping Overhaul of Business
Deregulation
3-11
Check Yourself
1.
What ethical questions should a
marketing manager consider at each
stage of the marketing plan?
3-12
Evaluating an Ethical Situation
Understanding Ethics Using Scenarios
4 Groups, 2 Scenarios each
1 Scenario 1: R.J. Reynolds: Promotions to Youth
2 Scenario 4: Who Is on the Line?
3 Scenario 5: West Virginia T-Shirts
4 Scenario 6: Giving Credit Where Credit Isn’t Due
1 Scenario 7: The Jeweler’s Tarnished Image
2 Scenario 8: No Wonder It’s So Good
3 Scenario 9: Bright Baby’s Bright Idea
4 Scenario 10: Money from Mailing Lists
Scenario 11: The Blogging CEO
3-14
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
©Brand X Pictures/PunchStock
3-15
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?
GRANTLAND® Copyright Grantland Enterprises;
http://www.grantland.net/
Back to list of scenarios
3-16
Scenario 5: West Virginia T-Shirts
Wetzel and Company
• 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?
Back to list of scenarios
3-17
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?
©Royalty-Free/Corbis
Back to list of scenarios
3-18
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?
GRANTLAND® Copyright Grantland Enterprises; http://www.grantland.net/
Back to list of scenarios
3-19
Scenario 8: No Wonder It’s So Good
Relax with
Enjoy Cola
Nick Koudis/Getty Images
• 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?
Back to list of scenarios
3-20
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?
Caroline Woodham/Getty Images
Back to list of scenarios
3-21
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?
©Brand X Pictures/PunchStock
Back to list of scenarios
3-22
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
©Royalty-Free/CORBIS
3-23
Corporate Social Responsibility
3-24
What are customer’s concerns?
Photography and advertisement courtesy of Siemens
3-25
Check Yourself
1.
How has corporate social responsibility evolved
since the turn of the 20thCentury?
2.
Identify the inputs and outputs of the corporate
social responsibility framework?
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