1. B M G T 2 0 5 : P R I N C I PA L S O F M A R K E T I N G
MARKETING
ETHICS

2. MARKETING ETHICS

3. FIRM GOALS
Greed
and short
term profit
seeking
Serious
long term
conseque
nces
Creating
value
over the
long run
Long term
success

4. HTTP://
W W W. Y O U T U B E .
C O M / W AT C H ?
V=MLLKHJYEQ7I

5. AT T I T U D E S A B O U T T H E
E T H I C A L S TA N D A R D S O F
VA R I O U S P R O F E S S I O N S
• Why do you feel marketers
(advertising practitioners &
salespeople) rank so low
on this scale?
• What can marketers do to
improve their ranking?
Jeffrey M. Jones, “Nurses Top Honesty and Ethics List for 11th Year,” Gallup, November 19–21, 2010, http://www.gallup.com/poll-145043/nurses-top-honesty-ethicslist-11-year.aspx

6. C R E AT I N G A N
E T H I C A L C L I M AT E
IN THE WORKPLACE
Values
• Establish
• Share
• Understand
Rules
• Management
commitment
• Employee dedication
Controls
• Reward
• Punishment

7. A M E R I C A N M A R K E T I N G A S S O C I AT I O N
CODE OF ETHICS
Generally accepted code in marketing
Flows from general norms
of conduct to specific values
Subareas within marketing have their own code of ethics to deal with specific issues
http://www.marketingpower.com/AboutAMA/Pages/
Statement%20of%20Ethics.aspx

8. THE INFLUENCE OF PERSONAL ETHICS
Corbis/Jupiter images
©Royalty-Free/CORBIS
Getty Images
Genetics
Family
Religion
Values

9. COMPETING OUTCOMES
Dangerous flaw in new model
Delay production
Continue production
Delayed revenue
Potential injury to consumers
Possible
layoffs
Loss of revenue
Loss of bonuses

10. Socially Responsible
Socially Irresponsible
Ethical
Both ethical and socially
responsible
Ethical firm not involved
with the larger
community
Unethical
THE LINK BETWEEN ETHICS AND
C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y
Questionable firm
practices, yet donates a
lot to the community
Neither ethical nor
socially responsible

11. W H I C H C O M PA N Y I S M O R E S O C I A L LY
RESPONSIBLE?

13. A FRAMEWORK FOR
ETHICAL DECISION MAKING
Step 1
• Identify Issues
Step 2
• Gather
information and
identify
stakeholders
Step 3
• Brainstorm and
evaluate
alternatives
Step 4
• Choose a course
of action

14. STEP ONE: IDENTIFY ISSUES
Marketing research firm issues
Using results to
Hiding the real
Data collection
mislead or
purpose of the
methods
even harm the
study
public

15. S T E P T W O : G AT H E R I N F O R M AT I O N
A N D I D E N T I F Y S TA K E H O L D E R S
Identify all ethical issues and
relevant legal information
Identify all relevant stakeholders
and get their input on any
identified ethical issues

16. STEP THREE:
BRAINSTORM
A N D E V A L U AT E
A LT E R N AT I V E S
• Halt the market research
project?
• Make responses
anonymous?
• Instituting training on the
AMA Code of Ethics for all
researchers

17. STEP FOUR: CHOOSE A COURSE OF
ACTION
Weigh the alternatives
Take a course of action

18. • Government agencies
have been established to
help firms decide what is
“ethical”

19. CHECK YOURSELF
1.
Identify the stages in the ethical decision-making framework.

20. I N T E G R AT I N G E T H I C S I N T O
M A R K E T I N G S T R AT E G Y
Planning Phase
Implementation
Phase
Control Phase

21. PLANNING PHASE
• The mission or vision statement sets the overall ethical
tone for planning.
• Mission statements can be used as a means to guide a
firm’s SWOT analysis.

22. I M P L E M E N TAT I O N P H A S E
Should the firm be relocating
production to another country?
Should the firm be targeting
this market with this product?
Should the firm be selling its product in
this market in this manner?

23. IS RED BULL MARKETING ON
COLLEGE CAMPUSES ETHICAL?

24. CONTROL
PHASE
1. Check successful implementation
2. React to change

25. CHECK YOURSELF
1.
What ethical questions should a marketing manager consider at
each stage of the marketing plan?

26. C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y
• describes the voluntary actions taken by a company to
address the ethical, social, and environmental impacts
of its business operations and the concerns of its
stakeholders.

27. C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y
••Employees
••Their families
••Current customers
••Potential customers
Employees
••Partners
••Competitors
Marketplace
Customers
••Community
Society
••Environment

28. H T T P : / / M O N E Y. C N N . C O M / M A G A Z I N E S / F O R T U N E / M O S TADMIRED/2013/SNAPSHOTS/670.HTML?IID=F_F500M
FORTUNE
MOST ADMIRED
C O M PA N I E S

29. CHECK YOURSELF
1.
2.
How has corporate social responsibility evolved since the turn
of the twenty-first century?
Provide examples of each of the stakeholders that firms should
consider in their corporate social responsibility efforts.