TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 4 – Kerin, Hartley, Rudelius

Chapter 4 provides knowledge of ethical and social responsibility in marketing. After reading chapter 4, you should be able to: Explain the difference between legal and ethical behavior in marketing, identify factors that influence ethical and unethical marketing decisions, describe the different concepts of social responsibility, recognize unethical and socially irresponsible consumer behavior. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain the differences between legal and ethical behavior in marketing. LO1 Identify factors that influence ethical and unethical marketing decisions. Describe the different concepts of social responsibility. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: Recognize unethical and socially irresponsible consumer behavior. LO3 THERE IS MORE TO ANHEUSER-BUSCH THAN MEETS THE PALATE Ethics NATURE AND SIGNIFICANCE OF MARKETING ETHICS Laws Ethical-Illegal Unethical-Illegal Ethical-Legal Unethical-Legal Ethical-Legal Framework Current Perceptions of Ethical Behavior LO1 FIGURE 4-1 Four ways to classify marketing decisions according to ethical and legal relationships FIGURE 4-2 A framework for understanding ethical behavior Culture ETHICAL MARKETING BEHAVIOR SOCIETAL CULTURE AND NORMS LO2 Societal Values and Attitudes Are Relative Affect Ethical and Legal Relationships

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