MKTG 301 wk 2 Marketing Ethics

MKTG 301 wk 2 Marketing Ethics - MKTG 301 PRINCIPLES OF...

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MKTG 301 PRINCIPLES OF MARKETING Marketing Ethics Constant Cheng George Mason University Spring 2011
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Quiz yourself What are marketing ethics? Why do marketers have to worry about ethics? What is ethical marketing? What is corporate social responsibility? Is corporate social responsibility really worth it?
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IMPACT OF MARKETING Marketing is pervasive, can enrich society & determine societal values (both good and bad) Most ads are a turn-off, so we try to avoid them. So, marketers use Guerilla (unexpected and unconventional) marketing, stealth marketing (subtle product placement), buzz (word of mouth) marketing, viral marketing (via social network), and character licensing (like Sponge Bob and Spiderman) for food marketing, etc. Look at the pervasiveness of food and tobacco marketing!!! Everyone but Me: The Pervasive Reach and Powerful Influence of Food Marketing on Food Choices: http:// videolectures.net/yalepsyc123f08_brownell_lec16/
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MARKETING ETHICS moral judgment regarding marketing practices
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MKTG 301 wk 2 Marketing Ethics - MKTG 301 PRINCIPLES OF...

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