CHAPTER

Day 5

BUS 222

Copyright 2005 Prentice Hall Ch 1 -2

Agenda• Class roll call• Questions• Assignment 1 Due• Assignment 2 will be posted soon• Quick review• Quiz 1 on Feb 13

• Marketing Ethics Con’t

Check Yourself

1. According to the American marketing Association Code of Ethics, what are the six ethical values

2. Identify the four stages in the ethical decision making framework

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According to the American Marketing Association Code of Ethics, what are the six ethical values?

Answer: The six ethical values are honesty, responsibility, fairness, respect, openness, and citizenship.  Identify the four stages in the ethical decision making framework.

Answer: The four stages in the ethical decision-making framework are: identify issues; gather information and identify stakeholders; brainstorm and evaluate alternatives; and choose a course of action.

Integrating Ethics Into Marketing Strategy

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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. ©M Hruby

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Newman’s OwnDonating over $200 million since 1982

©Newman’s Own, Inc.

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Implementation Phase

Should the firm be targeting this market with this product?

Should the firm be selling its product in this market in this

manner?

Should the firm be relocating production to another country?

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Control Phase

1. Check successful

implementation2. React to change

1. Check successful

implementation2. React to change

Barbara Penoyar/Getty Images

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The Six Tests of Ethical Action

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Most Sweeping Overhaul of Business Deregulation

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Check Yourself

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

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Evaluating an Ethical Situation

Understanding Ethics Using Scenarios

4 Groups, 2 Scenarios each

1 Scenario 1: R.J. Reynolds: Promotions to Youth

2 Scenario 4: Who Is on the Line?

3 Scenario 5: West Virginia T-Shirts

4 Scenario 6: Giving Credit Where Credit Isn’t Due

1 Scenario 7: The Jeweler’s Tarnished Image

2 Scenario 8: No Wonder It’s So Good

3 Scenario 9: Bright Baby’s Bright Idea

4 Scenario 10: Money from Mailing Lists

Scenario 11: The Blogging CEO

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Scenario 1: R.J. Reynolds

• What are the ethical issues– Mailings to young

adults– Candy flavored

cigarettes

• Is it wrong? Why or why not?

Back to list of scenariosBack to list of scenarios©Brand X Pictures/PunchStock

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Scenario 4: Who Is on the Line?

• What are the ethical issues in this scenario?

• Why would a firm use this service?

• How do you think consumers will respond to firms who use this service?

• Would you advise purchasing this service?Back to list of scenariosBack to list of scenarios

GRANTLAND® Copyright Grantland Enterprises; http://www.grantland.net/

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Scenario 5: West Virginia T-Shirts

• What are the ethical issues in this scenario?

• If you were the retailer how would you have responded?

• Does a history of previous inappropriate business practices impact your opinion of the retailer?

Back to list of scenariosBack to list of scenarios

Wetzel and Company

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Scenario 6: Giving Credit Where Credit Isn’t Due

• Is this an inappropriate target market?

• Could you argue that the firm provides a valuable service to this market?

• Would you advise the cataloger to pursue this new strategy?Back to list of scenariosBack to list of scenarios

©Royalty-Free/Corbis

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Scenario 7: The Jeweler’s Tarnished Image

• Is the manufacturer responsible for the acts of independent sales people?

• How do you feel the Billing’s should respond?

Back to list of scenariosBack to list of scenarios

GRANTLAND® Copyright Grantland Enterprises; http://www.grantland.net/

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Scenario 8: No Wonder It’s So Good

• Is the legal non disclosure of the alcohol content and ethical issue?

• Should the firm be required to disclose the alcohol content?

• What would you do if you were Mia?

Relax with Enjoy Cola

Back to list of scenariosBack to list of scenarios

Nick Koudis/Getty Images

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Scenario 9: Bright Baby’s Bright Idea

• Is the potential for injury enough to merit removal of the product from the market?

• Do you feel it is ethical to move the product to a less regulated market?

• What would you have advised the CEO?

Back to list of scenariosBack to list of scenarios

Caroline Woodham/Getty Images

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Scenario 10: Money from Mailing Lists

• Should Mangold continue to use the Marketing Metrix mailing list?

• Should he tell his new customers how he got their names?

• Do customers need to give consent before companies collect information on their online behavior?Back to list of

scenariosBack to list of scenarios

©Brand X Pictures/PunchStock

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Scenario 11: The Blogging CEO

• Should Burdick be allowed to praise his company anonymously?

• Should he be allowed to attack his competitors?

• How would you feel if you knew a blogger had personal interests in the topic?

Back to list of scenariosBack to list of scenarios©Royalty-Free/CORBIS

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Corporate Social Responsibility

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What are customer’s concerns?

Photography and advertisement courtesy of Siemens

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Check Yourself

1. How has corporate social responsibility evolved since the turn of the 20thCentury?

2. Identify the inputs and outputs of the corporate social responsibility framework?

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