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This 3 page Class Notes was uploaded by Courtney Barnes on Tuesday February 2, 2016. The Class Notes belongs to MK 3010 at Georgia State University taught by in Spring 2016. Since its upload, it has received 20 views. For similar materials see Marketing Management in Marketing at Georgia State University.
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Date Created: 02/02/16
Chapter Four Scope of Ethics o Business Ethics: moral/ethical dilemmas that might increase in a business setting o Marketing Ethics: examines these ethical problems that are specific to the domain of marketing o Ethical Climate: set values within a marketing firm that guide decision making behavior Influence of Personal Ethics o People continue to grow emotionally in their understanding of what is and isn’t ethical behavior. Corporate Social Responsibility (CSR): voluntary actions taken by a company to address the ethical, social, and environmental impacts of business operations and concerns of it s stakeholders. CSR includes four categories: employees, customers, marketplace, and society Four Steps to Ethical Decision Making 1. Identify the Issues 2. Gather Info & Identify Stakeholders: focuses on gathering info that’s important ethical issue; including all relevant legal information. It evaluates on how firms must identify all individuals/groups that have sake in how the issue is resolved. 3. Brainstorm Alternatives: halting the market research project, making the responses anonymous, or instituting training on the AMA code of ethics for all researchers 4. Choose a Course of Action: weigh the various alternatives and choose a course of action that generates the best solution for stakeholders, using ethical practices. Ethical DecisionMaking Metrics o Publicity Test – “Would I want to see this action that I’m about to take described on the front page of the local paper or in a national magazine?” o Moral Mentor Test – “Would the person I admire the most engage in this activity?” o Admired Observer Test – “Would I want the person I admire most to see me doing this?” o Transparency Test – “Could I give a clear explanation for the action I’ contemplating, including an honest and transparent account of all my motives that would satisfy a fair and dispassionate moral judge?” o Person in the Mirror Test – “Will I be able to look at myself in the mirror and respect the person I see there?” o Golden Rule Test – “Would I like to be on the receiving end of this action and all its potential consequences?” Integrating Ethics into Marketing Strategy Planning Phase o Include ethical statements in the firms mission or vision statements Implementation Phase o Identify potential markets and ways to deliver the 4P’s to them Control Phase o Managers must be evaluated on their actions from an ethical perspective. Locational Privacy: person’s ability to move normally in public spaces with expectation that his or her location won’t be recorded for subsequent use.
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