ethics and the marketing environment. corporate social responsibility (csr) sustainability must have...

Marketing 3Ethics and the Marketing Environment

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Corporate Social Responsibility (CSR)

Sustainability Must have a healthy society to sustain business.

Pyramid of CSREconomic

Be profitable. Must survive.Legal

Obey the law. Ethical

Do what is right, just and fair. Avoid harm.

Philanthropic Good corporate citizen. Contribute resources to community.

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Chapter 3 Marketing 7e Lamb Hair McDaniel©2004 South-Western/Thomson Learning

Corporate Social Responsibility

EthicalDo what is right.

LegalObey the Law.

EconomicBe profitable.

PhilanthropicBe a good citizen.

http://www.equalexchange.comhttp://www.crest.com

http://www.equalexchange.comhttp://www.crest.com

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Marketing Ethics I

Definition ???

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Marketing Ethics II

DefinitionMoral principles or values that generally

govern the conduct of an individual or group.

The standard of behavior by which conduct is judged.

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Marketing Ethics III

MoralsRules that people develop as a result of

cultural values and norms.A foundation of ethical behavior.

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Marketing Ethics IV

Developing a personal set of ethicsConsequence based

Who is helped/hurt? How long will consequences last? Greatest good for greatest number of people.

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Marketing Ethics V

Developing a personal set of ethicsRules based

Customs Laws Professional standards Common sense

Do unto others…

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Marketing Ethics VI

Developing a personal set of ethicsMoral character development

Pre-conventional Morality: Will I be punished or rewarded? (Most primitive.)

Conventional Morality: How does society view my behavior?

Post-conventional Morality: Regardless of what others think, what is right and wrong?

Braylon Edwards & The NY Jets

Should He Play?

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Marketing Ethics VII

Why worry about ethics?

Difficulties with ethics

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Ethical GuidelinesCode of Ethics

More than “Stay out of jail.”Can set standard, control behavior and

decisions, minimize confusion.Must train employees.Must live up to code.

Enron had a 65 page code of ethics.

What’s the Difference

Joe Camel

Fuel vs. FoodBiofuel raises global dilemmas.doc

NESTLÉ Powdered Milk

Nike Sweatshops

Enron Scandal

Martha Stewart

The Ford Pinto

Firestone Tires and Ford

BP and The Gulf Coast

The Jungle