Chap003 - MARKETING ETHICS 03 CHAPTER Marketing Ethics...

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CHAPTER MARKETING ETHICS 03
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LEARNING OBJECTIVES Marketing Ethics LO1Identify the ethical values marketers should embrace. LO2Distinguish between ethics and social responsibility. LO3Identify the four steps in ethical decision making. LO4Describe how ethics can be integrated into a firm’s marketing strategy. LO5Describe the ways in which corporate social responsibility programs help various stakeholders. 3-2
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Toyota – Product Safety Crisis Accelerator pedal & floor mat problem Photo by Junko Kimura/Getty Images 3-3
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Firm Goals Javier Pierini/Getty Images 3-4
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The Scope of Marketing Ethics Business Ethics Business Ethics Marketing Ethics Marketing Ethics Miller Commercial 3-5
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Attitudes About the  Ethical Standards of Various Professions Why do you feel marketers (advertising practitioners) rank so low on this scale? What can marketers do to improve their ranking? 3-6
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Citibank Addresses Identity Theft Citibank Commercial 3-7
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Creating an Ethical  Climate in the Workplace Values Establish Share Understand Rules Management commitment Employee dedication Controls Reward Punishment Stockbyte/Getty Images 3-8
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American Marketing Association  Code of Ethics AMA Website 3-9
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The Influence of Personal Ethics Corbis/Jupiterimages PhotoDisc/Getty Images ©Digital Vision Ltd. ©Royalty-Free/CORBIS Getty Images 3-10
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Why People Act Unethically Are all the individuals who engage in questionable behavior just plain immoral or unethical? Are all the individuals who engage in questionable behavior just plain immoral or unethical? What makes people take actions that create so much harm? What makes people take actions that create so much harm? Decisions often have conflicting outcomes, where both options have positive and negative consequences Decisions often have conflicting outcomes, where both options have positive and negative consequences 3-11
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Competing Outcomes Digital Vision/Getty Images 3-12
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The Link Between  Ethics and  Corporate Social Responsibility 3-13
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A Framework for Ethical Decision Making 3-14
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Step One: Identify Issues 3-15
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Step Two: Gather Information  and Identify Stakeholders 3-16
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Stakeholder Analysis Matrix for a Marketing  Research Firm 3-17
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Chap003 - MARKETING ETHICS 03 CHAPTER Marketing Ethics...

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