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Understanding Ethical Marketing Decisions and Social Responsibility in Business

This presentation explores the critical intersection of ethical and legal considerations in marketing decisions. It delves into various frameworks for understanding ethical behavior, the role of corporate culture and industry practices, and the implications of consumer rights. Key concepts include the American Marketing Association Code of Ethics, personal moral philosophies, and the importance of social responsibility in marketing. The content also highlights modern issues like online privacy and cause marketing, examining how companies can succeed by prioritizing ethical practices and sustainability.

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Understanding Ethical Marketing Decisions and Social Responsibility in Business

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  1. FIGURE 4-1Classifying marketing decisions according to ethical and legal relationships Slide 4-6

  2. FIGURE 4-2A framework for understanding ethical behavior Slide 4-9

  3. MARKETING NEWSNET Internet Piracy and Campus Pirates Slide 4-11

  4. UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Business Culture and Industry Practices • Business Cultures • Ethics of Exchange • Caveat Emptor • Consumer Bill of Rights • Federal Trade Commission (FTC) Slide 4-12

  5. Federal Trade CommissionIs your online privacy protected? Slide 4-13

  6. UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Business Culture and Industry Practices • Ethics of Competition • Economic Espionage • Bribes • Kickbacks Slide 4-14

  7. UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Corporate Culture and Expectations • Corporate Culture • Code of Ethics • Ethical Behavior of Top Management and Co-workers • Whistle-blowers Slide 4-16

  8. FIGURE 4-3American Marketing Association Code of Ethics Click on the icon for theAMA Code of Ethics Slide 4-17

  9. UNDERSTANDING ETHICAL MARKETING BEHAVIOR • Personal Moral Philosophy and Ethical Behavior • Moral Idealism • Utilitarianism Slide 4-18

  10. FIGURE 4-APersonal moral philosophies Slide 4-19

  11. UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING • Concepts of Social Responsibility • Profit Responsibility • Stakeholder Responsibility • Societal Responsibility • Green Marketing • ISO 14000 • Cause Marketing Slide 4-23

  12. FIGURE 4-4Three concepts of social responsibility Slide 4-24

  13. Avon Why do companies engage in cause marketing? Slide 4-25

  14. MARKETING NEWSNET Will Consumers Switch Brandsfor a Cause? Yes, if… Slide 4-26

  15. UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING • The Social Audit: Doing Well by Doing Good • Social Audit • Sustainable Development • Turning the Table: Consumer Ethicsand Social Responsibility Slide 4-27

  16. Ronald McDonald House How do companies ‘do well by doing good’? Slide 4-28

  17. Reebok Why is sustainable development important? Slide 4-29

  18. VIDEO CASE 4Starbucks FIGURE 1Starbucks Mission Statement and Guiding Principles Slide 4-39

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