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Marketing: The Core 8th Edition

Marketing: The Core (8th Edition)

Book Edition8th Edition
Author(s)Hartley, Kerin
PublisherMcGraw-Hill, Inc.
End of Chapter

Chapter 3, End of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 6

Page 92


Philosophy is an individual's way of thinking or acting. The two personal moral philosophies casting direct impact on marketing programs can be explained as follows:


  1. Moral idealism: This personal moral philosophy is included in rights for consumers. It may take into consideration certain rights or duties of individuals irrespective of the outcomes and can be upheld by larger consumer interest groups. 
  2. Utilitarianism: The utilitarianism moral philosophy stresses ethical behavior by estimating the costs and advantages of upholding a particular ethical behavior. 


Both the moral and utilitarian philosophy emphasize making an aim towards the development of the society.

Sample Response

Moral idealism focuses on certain rights and responsibilities. These rights and responsibilities may belong to everyone irrespective of the outcome. 


On the contrary, utilitarianism estimates ethical behavior by assessing its costs and benefits. It is considered that the behavior is ethical if the benefits outweigh the costs.

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