Ethics and Social Responsibility The Marketing Case
Definition of Ethics the moral principals and values that govern the actions and decisions of an individual or group. They serve as guidelines on how to act rightly and justly when faced with moral dilemmas.
Two Kinds of Unethical Behaviour 1. Industrial Espionage is the clandestine collection of trade secrets or proprietary information about a company’s competitors. Industrial espionage is most prevalent inhigh-technology industries, such as electronics,specialty chemicals, industrial equipment, aerospace, and pharmaceuticals, where technical know-how and trade secrets separate industry leaders from followers.
Two Kinds of Unethical Behaviour 2. The giving and receiving of bribes and kickbacks is the second form of unethical competitive behaviour. Bribes and kickbacks are often disguised as gifts, consultant fees and favours. They are more common in business-to-business and government marketing than in consumer marketing.
Code of Ethics the formal statement of ethical principals and rules of conduct.
Social Responsibility in Marketing • Social responsibility means that organizations are part of a larger society and that they are accountable to society for their actions. • Two marketing practices reflect socially responsible behaviour:
Green Marketing. Represents marketing efforts to produce, promote, and reclaim environmentally sensitive products. ISO 14000 Cause-Related Marketing. CRM exists when the charitable contributions of a firm are tied directly to customer revenues produced through the promotion of one of its products or services. Social Responsibility in Marketing
Consumer Bill of Rights Safety Be informed Right to Choose Be heard
Sustainable Development involves conducting business in a way that protects the natural environment while also making economic progress.