McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO:
Explain the differences between legal and ethical behavior in
LO1
marketing.
Identify factors that influence ethical and unethical marketing
LO2
decisions.
LO3
Describe the different concepts of social responsibility.
LO3
Recognize unethical and socially irresponsible consumer behavior.
4-2
ETHICAL BEHAVIOR IN MARKETING
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
ETHICS DEFINITION
The moral principles 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/ethical
dilemmas.
4-4
NATURE AND SIGNIFICANCE
LO1
OF MARKETING ETHICS
FRAMEWORK
Ethics
Laws
Ethical-Legal Continuum
•
Ethical-Illegal
•
Ethical-Legal
•
Unethical-Illegal
•
Unethical-Legal
Current Perceptions of Ethical Behavior
4-5
FIGURE 4-1 Four ways to classify marketing decisions according to ethical
and legal relationships
4-6
FIGURE 4-2 A framework for understanding ethical behavior
4-7
ETHICAL MARKETING BEHAVIOR
LO2
BUSINESS CULTURE AND INDUSTRY PRACTICES
Business Cultures
Ethics of Exchange
•
Caveat Emptor
•
Consumer Bill of Rights (1962)
•
U.S. Consumer Product Safety Commission
•
Federal Trade Commission (FTC)
4-8
ETHICAL MARKETING BEHAVIOR
LO2
BUSINESS CULTURE AND INDUSTRY PRACTICES
Ethics of Competition
•
Economic Espionage
•
Bribes and Kickbacks
4-9
MAKING RESPONSIBLE DECISIONS
Corporate Conscience in the Cola War
4-10
ETHICAL MARKETING BEHAVIOR
LO2
CORPORATE CULTURE AND EXPECTATIONS
Corporate Culture
Code of Ethics
Ethical Behavior of Top Management and Co-Workers
•
Whistle-Blowers
4-11
ETHICAL MARKETING BEHAVIOR
LO2
PERSONAL MORAL PHILOSOPHY AND ETHICS
Moral Idealism
Individual rights or duties are universal regardless of the
outcome
Utilitarianism
Greatest good for the greatest number
4-12
SOCIAL RESPONSIBILITY
IN MARKETING
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
FIGURE 4-4 Three concepts of social responsibility
4-14
LO3
SOCIAL RESPONSIBILITY IN MARKETING
CONCEPTS OF SOCIAL RESPONSIBILITY
Social Responsibility
Profit Responsibility
Stakeholder Responsibility
4-15
SOCIAL RESPONSIBILITY IN MARKETING
LO3
CONCEPTS OF SOCIAL RESPONSIBILITY
Societal Responsibility
•
Green Marketing
•
ISO 14000
•
Cause Marketing
4-16
SOCIAL RESPONSIBILITY IN MARKETING
LO3
THE SOCIAL AUDIT
Social Audit
Sustainable Development
Protecting natural environment while making economic
progress
4-17
Ethics
Ethics are the moral principles and values that govern the
actions and decisions of an individual or group.
4-18
Laws
Laws are society’s values and standards that are
enforceable in the courts.
4-19
Caveat Emptor
Caveat emptor is the legal concept of “let the buyer
beware” that was pervasive in the American business
culture prior
to the 1960s.
4-20
Consumer Bill of Rights (1962)
The Consumer Bill of Rights (1962) is a law that codified
the ethics of exchange between buyers and sellers,
including the rights to safety, to be informed,
to choose, and to be heard.
4-21
Economic Espionage
Economic espionage is the clandestine collection of trade
secrets or proprietary information about a company’s
competitors.
4-22
Code of Ethics
A code of ethics is a formal statement of ethical principles
and rules of conduct.
4-23
Whistle-Blowers
Whistle-blowers are employees who report unethical or
illegal actions of their employers.
4-24
Moral Idealism
Moral idealism is a personal moral philosophy that
considers certain individual rights or duties as universal,
regardless of the outcome.
4-25