Study_Guide_for_Lecture_20_-_Ethics - Study guide for...

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Study guide for Lecture 20: Ethics in Marketing     Who is selling? Ethics in marketing What is Ethics 0. Textbook 0. Moral principles and values that govern the actions of decisions of an individual  or a group 0. Guidelines on how to act 1. Ethical legal framework 2. There are three levels of “right” behavior 1. That which is right 2. That which is legal 3. That which is profitable 3. The bottom line is that if it is profitable, someone will do it 1. And feel good about it 4. Societal culture and norms 4. Culture is a socializing force that determines what is right and wrong 2. Based on 0. Customs 1. Religion 5. Complicating factors 3. International standards 2. What is right and what is legal varies from place to place 4. Three approaches to International ethics 3. Home market standard 4. Highest market standard 5. “When in Rome, do as the Romans do” Marketing 431 Study Guides © 2009 Lecture 20: Ethics in marketing Page 1
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5. Personal values 6. Two traditional perspectives on ethical behavior 5. Moral idealism (deontological) 6. Right is right and wrong is wrong 7. The important thing is your motive 6. Utilitarianism (teleological) 8. The greatest good for the greatest number 0. The end justifies the means 9. The important thing is the consequences 10. Tends to be more common in business 0. The first choice you have to make is – which standard to hold yourself to 0. Rightness is culturally defined 1. Religious principles 2. Local Customs 1. The letter of the law 3. It’s the government’s responsibility to catch me 2. The bottom line is that if it is profitable, someone will do it
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This note was uploaded on 05/10/2010 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Study_Guide_for_Lecture_20_-_Ethics - Study guide for...

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