BUS 360 M Marketing 4E Chapter 4

BUS 360 M Marketing 4E Chapter 4 - Chapter 4 ETHICS...

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Chapter 4 - ETHICS
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Learning Objectives 1. Identify the ethical values marketers should embrace. 2. Distinguish between ethics and social responsibility. 3. Identify the four steps in ethical decision making. 4. Describe how ethics can be integrated into a firm’s marketing strategy. 5. Describe the ways in which corporate social responsibility programs help various stakeholders .
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Business Goals – consistent with ethical practices! Greed and short term profit seeking Serious long term consequences Creating value over the long run Long term success Javier Pierini/Getty Images
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Examples.. An infamous contradictory of the “social responsibility of business” would have to be the Tyco scandal that occurred in 2002. Tyco, a widely known manufacturing company of products ranging from health care products to electronics, was shocked to discover that former CEO, Dennis Kozlowski, was stealing millions of dollars from the company for his own personal use. With great craftsmanship within the field of deception, Kozlowski along with the Chief Legal Officer, Mark Belnick, and CFO, Mark Swartz worked together to provide each other ambiguous loans while falsifying the records to hide the traces.
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The Scope of Marketing Ethics Business Ethics Marketing Ethics Samples of unethical advertising..
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Attitudes About the Ethical Standards of Various Professions Why do you feel marketers (advertising practitioners & salespeople) rank so low on this scale? What can marketers do to improve their ranking? Jeffrey M. Jones, “Nurses Top Honesty and Ethics List for 11th Year,” Gallup, November 19–21, 2010, http://www.gallup.com/poll-145043/nurses-top-honesty-ethicslist-11-year.aspx
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A POSITIVE perspective.. Why is this a good customer issue to address? Why are these ads effective?
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Creating an Ethical Climate in the Workplace Values Establish Share Understand Rules Management commitment Employee dedication Controls Reward Punishment Stockbyte/Getty Images
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