Would i like to see a story in my local paper about

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Would I like to see a story in my local paper about this strategy? Would I want my parents to know about my using this strategy? Will I be able to look myself in the mirror if I implement this recommendation? AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-04 Describe how ethics can be integrated into a firm's marketing strategy. Topic: Understanding Ethics Using Scenarios 116. (p. 67, 69) In the "No Wonder It's So Good" scenario, the marketing director of Enjoy, a cola beverage, learns that her company's product contains a small amount of alcohol. Because it is a small amount, the company is not required to include it on the label, and has not listed it among the ingredients. Using the six questions in the Ethical Decision-Making Metric II, what ethical questions should the marketing director ask? Answers will vary but likely include: Could I give a clear explanation for why alcohol was not included in the ingredients? Would I like to see a story in my local paper about this omission? Would I want my parents, mentor, or person I admire most, to know about this omission? Will I be able to look myself in the mirror if I do nothing about this? AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-04 Describe how ethics can be integrated into a firm's marketing strategy. Topic: Understanding Ethics Using Scenarios 117. (p. 50) Why do the authors state that "using profit as the sole guiding light for corporate action" can harm the company? Decisions to maximize short-term profits can cause the firm to lose customers in the long run. AACSB: Ethics Blooms: Remember Difficulty: 2 Medium Learning Objective: 03-01 Identify the ethical values marketers should embrace. Topic: Marketing Ethics 118. (p. 51) Why are marketers more likely to be singled out for criticism about unethical behavior than other business professionals?
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Because marketers interact directly with customers while managers, accountants, finance, and other business professionals are less visible to consumers. AACSB: Ethics Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Identify the ethical values marketers should embrace. Topic: Ethical Issues Associated with Marketing Decisions 119. (p. 54-55) Olivia is reading the AMA's Code of Ethics and sees the statement, "Marketers must do no harm." What does this mean? This means doing work for which marketers are appropriately trained or experienced so that they can actively add value to their organizations and customers. It also means adhering to all applicable laws and regulations and embodying high ethical standards in the choices they make. AACSB: Ethics Blooms: Remember Difficulty: 2 Medium Learning Objective: 03-01 Identify the ethical values marketers should embrace. Topic: Ethical Issues Associated with Marketing Decisions 120. (p. 54-55) What does the AMA statement "to create transparency in our marketing operations" mean? Transparency means openness. It means striving to communicate clearly, accepting constructive criticism, explaining risks associated with the company's products, and disclosing all aspects of prices, financing, and contract terms.
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  • Fall '12
  • Chris
  • Ethics , Corporate social responsibility

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