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Ch3 Marketing Ethics
Course: MARK 3000, Spring 2011School: UGA
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Word Count: 403
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Ethics Chapter Marketing 3 Ethical Decision Making Influential Factors Extent of Problems Probability of Harm Top Management Actions Time Until Consequences Potential Consequences Number Affected Social Consensus Framework for Decision Making In making a decision, consider 4 sets of norms Societal Norms General Business Norms Decision Company norms Emmelhainz and Grantham Personal Norms/values 1 1...
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Ethics
Chapter Marketing 3
Ethical Decision Making
Influential Factors
Extent of Problems
Probability of Harm
Top Management
Actions
Time Until
Consequences
Potential Consequences
Number Affected
Social Consensus
Framework for Decision Making
In making a decision,
consider 4 sets of norms
Societal
Norms
General Business
Norms
Decision
Company
norms
Emmelhainz and Grantham
Personal
Norms/values
1
1
Framework for Ethical Decisions
Societal culture and norms
Basic set of values of the society
The AJC test
Framework for Ethical Decisions
General business norms
What is attitude of business
people, of professionals in the field
Basic business values
Consumer has right to safety, to be
informed, to choose, and to be heard
No longer caveat emptor
AMA code of ethics
Basic norms
First, do no harm
Foster trust in the marketing
system
Practice ethical values that will
improve consumer confidence in
the integrity of the marketing
exchange system
Emmelhainz and Grantham
2
2
AMA code of ethics
Basic values
Honesty
Responsibility
Fairness
Respect
Openness
Citizenship
AMA code of ethics
national association of realtors
code of ethics
American Institute of Certified
Public Accountants
Ethical Framework
Company What norms
would those in your company
say about this decision?
Coca Cola
Personal Norms/Values
How do you feel about this decision
Emmelhainz and Grantham
3
3
Personal moral philosophies
Moral idealism
If any bad occurs, then the action is
unethical
Utilitarianism
Balance good versus bad
Ethical behavior
There are different levels of
behavior across individuals
Behavior matures over time
Same holds true for
organizations
LO1
Philanthropic
Be a good citizen.
citizen.
Ethical
Do what is right.
Legal
Obey the Law.
Purpose Be profitable.
Emmelhainz and Grantham
4
4
Promoting Cultural Diversity
Cultural diversity programs in marketing
and in hiring
Green Marketing
Home Depot
Home Depot
discontinued
the sale of
wood
products
from
endangered
forests in
2002
Emmelhainz and Grantham
5
5
Proctor &
Gamble
raises
funds for
the
Special
Olympics
when
consumers
buy
particular
brands
Ethical issues in marketing
Product
Planned obsolescence?
Vs disposables
Products that are unhealthy
Place
Does a company have an obligation to
serve unsatisfied segments even if very
limited profit potential?
Price
What is reasonable profit
Promotion
How much puffery is okay?
Emmelhainz and Grantham
6
6
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