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Powerpoints Segment 3

Powerpoints Segment 3 - ETHICAL BEHAVIOR • Societal...

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SEGMENT 3: ETHICS AND SOCIAL RESPONSIBILITY ( RELATED CHAPTER IN TEXT: 4)
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LEARNING OBJECTIVES Appreciate the nature and significance of ethics in marketing Understand the differences between unethical and illegal behavior
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LEARNING OBJECTIVES Describe two alternative personal moral philosophies and the forces that shape them Describe different views of corporate social responsibility .
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“Marketing Ethics” is NOT an oxymoron !
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ETHICS: Moral principles and values that govern actions and decisions LAWS: societal standards and values that are enforceable in a court of law
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CLASSIFYING MARKETING DECISIONS Ethical Unethical Illegal Legal
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REASONS FOR INCREASED ATTENTION TO ETHICS Diverse societal value systems Increased public scrutiny Expectations have risen Ethical conduct perceived dropping
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FRAMEWORK FOR
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Unformatted text preview: ETHICAL BEHAVIOR • Societal culture/norms → PERSONAL • Business culture/ practices → MORAL • Organization culture/ expectations → PHILOSOPHY PERSONAL MORAL PHILOSOPHY AND ETHICAL BEHAVIOR ● Moral Idealism ● Utilitarianism Moral Idealism : Individual rights and responsibilities are universal, regardless of outcome. Utilitarianism : Emphasis on the “greatest good for the greatest number” (a cost/benefit tradeoff). CORPORATE SOCIAL RESPONSIBILITY ● Profit Responsibility ● Stakeholder Responsibility ● Societal Responsibility- green marketing- cause marketing THE SOCIAL AUDIT ● Recognition of responsibility ● Identification of “mission” ● Determination of priorities ● Specification of resources ● Evaluation of results...
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Powerpoints Segment 3 - ETHICAL BEHAVIOR • Societal...

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