Ethics and the Marketing Environment. Corporate Social Responsibility (CSR) Sustainability Must have a healthy society to sustain business. Pyramid.

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Presentation transcript:

Ethics and the Marketing Environment

Corporate Social Responsibility (CSR) Sustainability Must have a healthy society to sustain business. Pyramid of CSR Economic 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. 3.18

4 Chapter 3 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Corporate Social Responsibility Ethical Do what is right. Legal Obey the Law. Economic Be profitable. Philanthropic Be a good citizen

Marketing Ethics I Definition??? 3.15

Marketing Ethics II Definition Moral principles or values that generally govern the conduct of an individual or group. The standard of behavior by which conduct is judged. 3.15

Marketing Ethics III Morals Rules that people develop as a result of cultural values and norms. A foundation of ethical behavior. 3.15

Marketing Ethics IV Developing a personal set of ethics Consequence based Who is helped/hurt? How long will consequences last? Greatest good for greatest number of people. 3.15

Marketing Ethics V Developing a personal set of ethics Rules based Customs Laws Professional standards Common sense Do unto others… 3.15

Marketing Ethics VI Developing a personal set of ethics Moral 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? 3.15

Braylon Edwards & The NY Jets Should He Play?

Marketing Ethics VII Why worry about ethics? Difficulties with ethics 3.15

Ethical Guidelines Code 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. 3.16

What’s the Difference

Joe Camel

Fuel vs. Food Biofuel 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

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