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Session+2+ethics+student-1 - THE BIG PICTURE Ethics Agenda...

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THE   BIG   PICTURE Ethics
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Agenda Talk about what ethics means Talk about the issue of tools and responsibility raised  in the textbook. Identify ethical issues that arise at various stages of  the “Big Picture” framework. Allow you to share your examples of good or bad  marketing practices. Provide examples that represent practices at both  extremes of marketing ethics.
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Tools and  Responsibility Can a skilled marketer use the tools of  marketing to get people to do what  they would not otherwise have done? If so, then do marketing practitioners  have an obligation to use their tools  responsibly? Yes No Yes No
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Ethics Dictionary Plural noun: A system of moral principles The Golden Rule Treat others as you want to be treated. Quotes “The meaning of good and bad, of better and worse, is  simply helping or hurting.” –Ralph Waldo Emerson
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