Ethics and Social Responsibility in Marketing - PowerPoint PPT Presentation

ethics and social responsibility in marketing n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Ethics and Social Responsibility in Marketing PowerPoint Presentation
Download Presentation
Ethics and Social Responsibility in Marketing

play fullscreen
1 / 18
Ethics and Social Responsibility in Marketing
162 Views
Download Presentation
fabian
Download Presentation

Ethics and Social Responsibility in Marketing

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. Ethics and Social Responsibility in Marketing Chapter 4

  2. Ethical Marketing= Oxymoron? • What are ethics? • Ethics are the “moral principles and values that govern the actions and decisions of an individual or group.”

  3. Legal v. Ethical Standards • Laws • Standards enforceable by the courts • Are laws and ethics the same thing? • Nike: Illegal? Unethical? • Causes for the increasing focus on ethics • Diverse value systems within the culture • Public groups are more active • Expectations have increased • Decrease in ethical behavior?

  4. Influences upon What Is Ethical • Societal Culture and Norms • Business Culture and Industry Practices • Corporate Culture and Expectations

  5. Society • Societal Culture • Levi Strauss • Societal Values • Patents

  6. Businesses • Business Culture • The rules of the game in interactions between buyers and sellers, and companies • Ethics of Exchange • Caveat Emptor • Consumer Bill of Rights

  7. Businesses • Ethics of Competition • Economic espionage • Costs businesses in US & Canada nearly $100 billion each year! • Bribery • Gifts, favors, etc.

  8. Corporate Culture & Expectations • Code of Ethics • Formal statement listing what comprises acceptable behavior • Must be very clear • Must be equally applied throughout the organization • Whistleblowers

  9. Ethical Theories • Moral idealism • Considers certain rights as universal • Do no harm • Utilitarianism • “The greatest good for the greatest number” • Deontological Theories • “The ends justify the means”

  10. Social Responsibility • Companies are accountable to society or their actions • Three types: • Profit Responsibility • Stakeholder Responsibility • Societal Responsibility • Environment • General Public

  11. Societal Responsibility • Environment • Green Marketing • ISO 14000 • General Public • Cause-Related Marketing

  12. Public-Policy Issues • Deceptive Advertising • Advertising to Children • Telemarketing Fraud Source: Mower & Minor. “Consumer Behavior: A Framework.” Prentice-Hall, New Jersey, 2001.

  13. Deceptive Advertising • “Literally false or potentially misleading” • False statements • Misleading Safety Claims • Misleading Affirmative Safety Claims • Deceptive Denials of Product Risk • Deceptive Information Omissions • Unfair Information Omissions

  14. Advertising to Children • What’s wrong with it?

  15. Telemarketing Fraud • Costs Americans $40 billion per year • Who is at risk?

  16. Compulsive Behavior • Smoking • Drinking • Gambling • Compulsive Shopping

  17. Measuring Ethical Conduct • Social audit • McDonald’s • Long-term: Sustainable development • Impact of ethical behavior: • Word-of-mouth • Outperform less ethical competitors

  18. Ethical Conduct- Consumers • Dishonest consumer practices • Billions of dollars lost annually • Consumers are unwilling to pay higher prices for ecologically safe products • Consumers lack information