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