New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here


by: Retta Stark

Marketing MAR 3023

Retta Stark
University of Central Florida
GPA 3.81

Carolyn Massiah

Almost Ready


These notes were just uploaded, and will be ready to view shortly.

Purchase these notes here, or revisit this page.

Either way, we'll remind you when they're ready :)

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Carolyn Massiah
Class Notes
25 ?




Popular in Course

Popular in Marketing

This 4 page Class Notes was uploaded by Retta Stark on Thursday October 22, 2015. The Class Notes belongs to MAR 3023 at University of Central Florida taught by Carolyn Massiah in Fall. Since its upload, it has received 14 views. For similar materials see /class/227492/mar-3023-university-of-central-florida in Marketing at University of Central Florida.

Similar to MAR 3023 at University of Central Florida

Popular in Marketing


Reviews for Marketing


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 10/22/15
Chapter 3 Marketing Ethics The Scope of Marketing Ethics Business ethics moral or ethical dilemmas that might arise in a business setting Marketing ethics examines ethical problems specific to the domain of marketing Marketing is often singled out as the profession that is the root cause of ethical lapses such as unethical advertising so people in the marketing profession must be aware of all ethical implications of their actions Ethical implications include societal issues global issues and individual consumer issues Ethical Issues Associated W Marketing Decisions Since people in the marketing profession interact with the public unlike like other business professions and are always in the public eye they place low in ratings of the most trusted professions The marketing function interacts w so many entities on a regular basis that they have tremendous opportunity to build the consumer s trust Creating an Ethical Climate in the Workplace Creating a strong ethical climate involves having a set of values that guides decision making and behavior Within a firm everyone must be on the same page regarding its ethical values and how they translate into business activities within the firm Everyone must also have a consistent language to discuss the ethical values Once this is done the firm needs to make explicit rules and implicit understandings that govern all transactions The main reason a firm must have ethical values that everyone in the firm must follow is because the root of ethical con ict often are competing values of individuals Each individual in a firm has their own set of values and sometimes theses values cause con ict among employees 00n 0 Once rules are established there must be control within the firm to help resolves dilemmas reward appropriate behavior and punishes inappropriate behavior The In uence of Personal Ethics 0 Every firm is made up of individuals with their own needs and desires People act unethically39 it s up to the firm to establish a process for decision making that prevents unethical behavior Why People Act Unethically 0 Most people act unethically because they must choose between desirable outcomes In marketing managers often face the choice of doing what is beneficial for them and possibly the firm in the short run and doing what is right and beneficial for the firm and society in the long run To avoid dire situations the shortterm goals of each employee must be aligned with the long term goals of the firm Ethics and Corporate Social Responsibility 0 Corporate social responsibility refers to the voluntary actions taken by a company to address ethical social and environmental impacts of its business operations and the concerns of its stakeholders o It is important to distinguish between ethical business practices and corporate social responsibility programs Socially Responsible Socially Irresponsible Ethical Both ethical and socially responsible Ethical firm not involved w the larger community Unethical questionable firm practices yet donates a lot to the community Neither ethical nor socially responsible A Frameworkfor Ethical Decision Making Ste 2 Gather lnfo a Step 1 ldentifv quot8 dentw Step Bralnstorm lssues Step 4 Choose a evaluate course of actlon Stakeholders alternatives Integrating Ethics into Marketing Strategy I There are three phases for integrating ethics into marketing strategy planning phase implementation phase and control phase Within the planning phase you must define the firm s missionvision including ethical statements and perform a situation analysis Within the implementation phase identify and evaluate opportunities and implement marketing mix and resources Within the control phase managers must be evaluated on their actions from an ethical perspective Systems that are able to react to change must be in place to check Whether each potentially ethical issue raised in the planning phase was successfully addressed Understanding Ethics Using Scenarios I There are test that are used to evaluate marketing scenarios I The Six Tests of Ethical Actions are The Publicity Test Would I want to see this in the media The Moral Mentor Test Would the person I admire the most do this The Admired Observer Test Would I want the person I admire the most to SEE me doing this The Transparency Test Could I give a clear explanation for the action The Person in the Mirror Test Would I be able to look in the mirror and respect myself o The Golden Rule Test Would I like to be on the receiving end of this action


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.