P 54 55 george is interested in a career in marketing

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(p. 54-55) George is interested in a career in marketing but is concerned about the negative stereotypes of people in marketing. He reads the AMA's Code of Ethics. What three "Ethical norms" does it present? What problems does it address? The three Ethical Norms are: Marketers must do no harm. Marketers must foster trust in the marketing system. Marketers must embrace, communicate, and practice the fundamental values that will improve consumer confidence in the integrity of the marketing exchange system. The Ethical Norms primarily address the problem of image and lack of trust. AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Identify the ethical values marketers should embrace. Topic: Ethical Issues Associated with Marketing Decisions 105. (p. 54-55) Lorraine has just read the AMA's Code of Ethics. She is planning a meeting to discuss the Citizenship values with her salespeople. What will Lorraine likely discuss? Citizenship involves efforts "to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders in a strategic manner." She will discuss her firm's environmental responsibilities, giving back to their community, contributions to improve ethical standards of marketing, and look at citizenship issues associated with supply chain members. AACSB: Ethics Blooms: Understand Difficulty: 3 Hard Learning Objective: 03-01 Identify the ethical values marketers should embrace. Topic: Ethical Issues Associated with Marketing Decisions 106. (p. 56) Paulo, owner of a local plumbing repair company, wants to improve his company's reputation for corporate social responsibility. What could Paulo do?
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Corporate social responsibility includes a firm's voluntary actions to address ethical, social, and environmental impacts of its business operations and concerns of stakeholders. Answers will vary but a plumbing repair company could volunteer to help with a Habitat home, assist with community efforts to help poor or elderly homeowners, provide a free seminar on how consumers can avoid being taken advantage of, or offer to replace aging lead pipes in public buildings at cost. AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-05 Describe the ways in which corporate social responsibility programs help various stakeholders. Topic: Ethics and Corporate Social Responsibility 107. (p. 52-53) After a series of embarrassing and unprofessional actions by her marketing team, Ming wants to ethically align personal and corporate goals within her firm. What general and specific actions will she need to take? In general she will need to establish and build a strong ethical climate. Specifically, she will need explicit rules for governing the firm's transactions, a code of ethics, and a system for rewarding and punishing behavior. AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Identify the ethical values marketers should embrace.
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