Marketing Ethics
       LEARNING OBJECTIVES
         LO1 Identify the ethical values marketers should 
             embrace. 
         LO2 Distinguish between ethics and social responsibility.
         LO3 Identify the four steps in ethical decision making.
         LO4 Describe how ethics can be integrated into a firm’s 
             marketing strategy.
         LO5 Describe the ways in which corporate social 
             responsibility programs help various stakeholders.
                                                                     4-2
                                     Firm Goals
             Greed and short 
             Greed and short           Serious long term 
            term profit seeking        Serious long term 
            term profit seeking         consequences
                                        consequences
                       
                                                                      Javier Pierini/Getty Images
                                   Creating value              Long term 
                                   Creating value              Long term 
                                 over the long run              success
                                 over the long run              success
                                                                                      4-3
            The Scope of Marketing Ethics
        Business 
        Business 
         Ethics
         Ethics
        Marketing 
        Marketing 
         Ethics
         Ethics
                           http://www.youtube.com/watch?v=mLlKHjYeQ7I
                                                     4-4
                      Creating an Ethical Climate 
                                in the Workplace
                                                  Values
                                                  Values
                                                  • Establish
                                                  • Share
                                                  • Understand
                                                  Rules
                                                  Rules
                                                  • Management commitment
                                                  • Employee dedication
                                                  Controls
                                                  Controls
          Stockbyte/Getty Images                  • Reward
                                                  • Punishment
                                                                                      4-5
                      American Marketing Association 
                                            Code of Ethics
                                 Generally accepted code in marketing
                                 Generally accepted code in marketing
                                         Flows from general norms 
                                         Flows from general norms 
                                        of conduct to specific values
                                        of conduct to specific values
                        Subareas within marketing have their own code of 
                        Subareas within marketing have their own code of 
                                    ethics to deal with specific issues 
                                    ethics to deal with specific issues 
                                                                                                AMA Website    4-6