1. McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2. NATURE AND SIGNIFICANCE
OF MARKETING ETHICS
FRAMEWORK
LO1
Ethics
Laws
Ethical-Legal Continuum
Ethical-Illegal
Ethical-Legal
Unethical-Illegal
Unethical-Legal
Current Perceptions of Ethical Behavior
4-2

3. FIGURE 4-1 Four ways to classify marketing decisions according to ethical and legal relationships
4-3

4. ETHICAL MARKETING BEHAVIOR SOCIETAL CULTURE AND NORMS
LO2
Culture
Societal Moral Standards
Are Relative
Affect Ethical and Legal Relationships
4-4

5. FIGURE 4-2 A framework for understanding ethical behavior
4-5

6. ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES
LO2
Business Cultures
Ethics of Exchange
Caveat Emptor
Consumer Bill of Rights (1962)
U.S. Consumer Product Safety Commission
Federal Trade Commission (FTC)
4-6

7. ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES
LO2
Ethics of Competition
Economic Espionage
Bribes and Kickbacks
Corruption Perceptions Index
4-7

8. MAKING RESPONSIBLE DECISIONS Corporate Conscience in the Cola War
4-8

9. ETHICAL MARKETING BEHAVIOR CORPORATE CULTURE AND EXPECTATIONS
LO2
Corporate Culture
Code of Ethics
Ethical Behavior of Top Management and Co-Workers
Whistle-Blowers
4-9

10. ETHICAL MARKETING BEHAVIOR PERSONAL MORAL PHILOSOPHY AND ETHICS
Moral Idealism
Utilitarianism
4-10

11. SOCIAL RESPONSIBILITY IN MARKETING CONCEPTS OF SOCIAL RESPONSIBILITY
LO3
Social Responsibility
Profit Responsibility
Stakeholder Responsibility
4-11

12. FIGURE 4-4 Three concepts of social responsibility
4-12

13. SOCIAL RESPONSIBILITY IN MARKETING
THE SOCIAL AUDIT
LO3
Social Audit
Sustainable Development
4-13