Chapter4.class.notesedt

Chapter4.class.notesedt - Chapter 4 Marketing Ethics and...

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Chapter 4 “Marketing Ethics and Social Responsibility” “Simply let your 'Yes' be 'Yes,' and your 'No,' 'No'; anything beyond this comes from evil” – Matthew 5:37 The world is too small for anything but truth. Or, is it? In this chapter, we discuss: 1) Ethics and ethical practices. 2) Likely marketing sources or scenarios where ethical dilemmas appear more likely to arise. 3) Why most people are willing to “cheat” and why marketing firms are so frequently accused of cheating (or not playing fair). 4) Consumer-related ethical criticism of marketing practice. 5) Societal-related ethical criticisms of marketing practice. 6) Business/Economic related criticisms. 7) The role and impact of “consumerism”. 8) Buyers’ and sellers’ “rights”. 9) How to be or become an “enlightened” marketing firm. 10) Why being ethical pays off. 11) The Utilitarian, Deontological and What would your mother think schools of ethical decision making. 12) “truth-telling” – What it means and why it is important? Some Opening Thoughts In your life, times will probably arise when a “Not to Do” List is as important than a “To Do” list. “Like chicken pox, getting infected by the desire to read is best when it happens early in one’s life.” – “People are entitled to their own opinions. They are not entitled to their own facts” – Daniel Moynihan. What is ethics? Ethics addresses questions about (or issues involving) decisions regarding what is right or wrong, or moral or immoral. This description of ethics remains true regardless of whether business decisions or non-business decisions are being considered. Common Examples of Ethical Issues – Is it right or it is wrong? 1
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Level of organizational involvement in the community Honesty, Truthfulness and Fairness in marketing practice Use of animals in product testing The degree of safety built into product design Donations to good causes The extent to which a business accepts responsibilities for mishaps, mistakes or spillages associated with the firm The selling of addictive products; e.g. tobacco, sleeping pills Involvement in the arms trade Trading with repressive regimes or regimes that generally act against the best interests of the U.S. as a whole (and thus are ‘threats’ - as we have defined threats – to the U.S.) Can Marketers Managers (or University students) be Taught to be More ethical? Probably not. o In a broad sense, people’s moral compass is established well before they attend college. But surely, anyone can learn more about the positive Long-Term consequences for one’s career or are who earn the reputation for “Doing Well by Doing Good” o Correspondently, anyone can learn more about the negative long-term consequences associated with making unethical decisions that lead them or their firms to engage in unethical behaviors.
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