TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 4 – Kerin, Hartley, Rudelius

Chapter 4 - 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. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 4-3 LO 4-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO 4-1 Explain the difference between legal and ethical behavior in marketing. LO 4-3 Identify factors that influence ethical and unethical marketing decisions. Describe the different concepts of social responsibility. Recognize unethical and socially irresponsible consumer behavior. 4- ANHEUSER-BUSCH: BECOMING THE BEST BEER COMPANY IN A BETTER WORLD Environmental Preservation Alcohol Responsibility Community Support 4- NATURE AND SIGNIFICANCE OF MARKETING ETHICS LO 4-1 Ethical-Illegal Unethical-Illegal Ethical-Legal Unethical-Legal Ethics Laws Ethical/Legal Framework for Marketing Current Perceptions of Ethical Behavior 4- FIGURE 4-1 Four ways to classify marketing decisions according to ethical and legal relationships 4- FIGURE 4-2 A framework for understanding ethical behavior 4- ETHICAL MARKETING BEHAVIOR SOCIETAL CULTURE AND NORMS LO 4-2 Are Relative Affect Ethical and Legal Relationships Culture Societal Values and Attitudes 4- ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES LO 4-2 Business Culture Ethics of Exchange Caveat Emptor Consumer Bill of Rights (1962): The Right To Safety To Be Informed To Choose To Be Heard 4- ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES LO 4-2 The Right to Safety Consumer Product Safety Commission The Right to Be Informed Federal Trade Commission (FTC) 4- ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES LO 4-2 The Right to Choose The Right to Be Heard Slotting Allowances Do Not Call Registry 4- ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES LO 4-2 Ethics of Competition Economic Espionage Bribes and Kickbacks 4- MAKING RESPONSIBLE DECISIONS Corporate Conscience in the Cola War LO 4-2 4- MARKETING INSITE The Bribe Payers Index LO 4-2 4- ETHICAL MARKETING BEHAVIOR CORPORATE CULTURE AND EXPECTATIONS LO 4-2 Corporate Culture Code of Ethics Ethical Behavior of Top Management and Co-Workers Whistle-Blowers 4- FIGURE 4-3 American Marketing Association Statement of Ethics (abridged) 4- ETHICAL MARKETING BEHAVIOR PERSONAL MORAL PHILOSOPHY AND ETHICS LO 4-2 Moral Idealism Utilitarianism Nestlé’s Gerber Good Start Infant Formula 4- SOCIAL RESPONSIBILITY IN MARKETING THREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 4-3 Social Responsibility Stakeholder Responsibility Societal Responsibility Profit Responsibility 4- FIGURE 4-4 Three concepts of social responsibility 4- SOCIAL RESPONSIBILITY IN MARKETING THREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 4-3 Social Responsibility Green Marketing Cause Marketing Triple-Bottom Line Häagen- Dasz 4- MARKETING MATTERS Will Consumers Switch Brands for a Cause? Yes, if LO 4-3 4- SOCIAL RESPONSIBILITY IN MARKETING THE SOCIAL AUDIT LO 4-3 Social Audit Sustainable Development 4- SOCIAL RESPONSIBILITY IN MARKETING CONSUMERS ETHICS AND SOCIAL RESPONSIBILITY LO 4-4 Greenwashing FTC Guidelines Unethical Practices by Consumers Consumer Behavior Regarding Environmentally Sensitive Products Consumer Motivations for Unethical Behavior 4- TOYOTA: BUILDING CLEANER, GREENER CARS VIDEO CASE 4 4-

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