slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
MARKETING ETHICS PowerPoint Presentation
Download Presentation
MARKETING ETHICS

Loading in 2 Seconds...

play fullscreen
1 / 42

MARKETING ETHICS - PowerPoint PPT Presentation


  • 542 Views
  • Uploaded on

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?.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'MARKETING ETHICS' - bevan


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
marketing ethics
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?
mattel product safety crisis
Mattel – Product Safety Crisis

Lead paint from subcontracted manufacturer in China

the scope of marketing ethics
The Scope of Marketing Ethics

Business Ethics

Marketing Ethics

Miller Commercial

attitudes about the ethical standards of various professions
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?
citibank addresses identity theft
Citibank Addresses Identity Theft
  • Why is this a good customer issue to address?
  • Why are these ads effective?

Citibank Commercial

creating an ethical climate in the workplace
Creating an Ethical Climate in the Workplace
  • Values
    • Establish
    • Share
    • Understand
  • Rules
    • Management commitment
    • Employee dedication
  • Controls
    • Reward
    • Punishment
why people act unethically
Why People Act Unethically

What makes people take actions that create so much harm?

Are all the individuals who engage in questionable behavior just plain immoral or unethical?

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

step one identify issues
Step One: Identify Issues

Using results to mislead or even harm the public

Marketing research firm issues

Data collection methods

Hiding the real purpose of the study

step three brainstorm alternatives
Step Three: Brainstorm Alternatives
  • Halt the market research project?
  • Make responses anonymous?
  • Instituting training on the AMA Code of Ethics for all researchers
step four choose a course of action
Step Four: Choose a Course of Action

Weigh the alternatives

Take a course of action

check yourself
Check Yourself

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

Identify the four stages in the ethical decision making framework

planning phase
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.
newman s own
Newman’s Own

Donating over $200 million since 1982

implementation stage
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
implementation phase
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?

control phase
Control Phase
  • Check successful implementation
  • React to change
check yourself1
Check Yourself

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

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

understanding ethics using scenarios
Understanding Ethics Using Scenarios

Scenario 1: R.J. Reynolds: Promotions to Youth

Scenario 2: Victoria’s Dirty Secret

Scenario 3: Pregnant Teen TV Star

Scenario 4: Who Is on the Line?

Scenario 5: West Virginia T-Shirts

Scenario 6: Giving Credit Where Credit Isn’t Due

Scenario 7: The Jeweler’s Tarnished Image

Scenario 8: No Wonder It’s So Good

Scenario 9: Bright Baby’s Bright Idea

Scenario 10: Money from Mailing Lists

Scenario 11: The Blogging CEO

scenario 1 r j reynolds
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

scenario 2 victoria s dirty secret
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

scenario 3 pregnant teen tv star
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

scenario 4 who is on the line
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?

Back to list of scenarios

scenario 5 west virginia t shirts
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?

Back to list of scenarios

scenario 6 giving credit where credit isn t due
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?

Back to list of scenarios

scenario 7 the jeweler s tarnished image
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?

Back to list of scenarios

scenario 8 no wonder it s so good
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

Back to list of scenarios

scenario 9 bright baby s bright idea
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?

Back to list of scenarios

scenario 10 money from mailing lists
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?

Back to list of scenarios

scenario 11 the blogging ceo
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

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.

Glossary

Return to slide