Class Notes (839,150)
Canada (511,218)
Marketing (28)
MARK1020 (22)
Paul Balog (18)
Lecture

marketing 9.docx

3 Pages
111 Views

Department
Marketing
Course Code
MARK1020
Professor
Paul Balog

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Description
UNDERSTANDING ETHICAL MARKETING BEHAVIOUR FIGURE 4-2 IS A FRAMEWORK THAT SHOWS THE NUMEROUS FACTORS THAT INFLUENCE ETHICAL BEHAVIOUR. THEY ARE: 1. SOCIETAL CULTURE AND NORMS 2. BUSINESS CULTURE AND INDUSTRY PRACTICES 3. CORPORATE CULTURE AND EXPECTATIONS 4. PERSONAL MORAL PHILOSOPHY AND ETHICAL BEHAVIOUR A. SOCIETAL CULTURE AND NORMS SOCIETAL CULTURE AND NORMS AFFECT ETHICAL RELATIONSHIPS AND SERVE AS A SOCIALIZING FORCE THAT DICTATES WHAT IS MORALLY RIGHT AND JUST. MORAL STANDARDS ARE RELATIVE TO PARTICULAR SOCIETIES AND OFTEN REFLECT THE LAWS AND REGULATIONS THAT AFFECT SOCIAL AND ECONOMIC BEHAVIOUR, INCLUDING MARKETING PRACTICES. IT IS COMMON TO OBSERVE DIFFERENT ETHICAL VIEWS IN DIFFERENT COUNTRIES. A. BUSINESS CULTURE AND INDUSTRY PRACTICES BUSINESS CULTURE REFLECTS THE RULES OF THE GAME, THE BOUNDARIES BETWEEN COMPETITIVE AND UNETHICAL BEHAVIOUR, AND THE CODES OF CONDUCT IN BUSINESS DEALINGS. A BUSINESS CULTURE AFFECTS ETHICAL CONDUCT BOTH IN THE EXCHANGE RELATIONSHIP BETWEEN SELLERS AND BUYERS AND COMPETITIVE BEHAVIOUR BETWEEN SELLERS. AN EXAMPLE OF BUSINESS CULTURE LIES IN THE USE OF ANOTHER'S IDEAS, COPYRIGHT, TRADEMARK, OR PATENT. THE UNAUTHORIZED USE OF COPYRIGHTED SOFTWARE IN DIFFERENT COUNTRIES IS AN EXAMPLE HIGHLIGHTED IN THE MARKETING NEWSNET . 1. ETHICS OF EXCHANGE. ETHICS OF EXCHANGE MEANS THAT BOTH THE BUYER AND SELLER SHOULD BE BETTER OFF AFTER A TRANSACTION. THIS WAS NOT ALWAYS THE CASE SINCE THE LEGAL CONCEPT OF CAVEAT EMPTOR - LET THE BUYER BEWARE - WAS ONCE PERVASIVE IN THE CANADIAN BUSINESS CULTURE BEFORE THE 1960’S. THE GROWTH AND STRENGTH OF THE CONSUMER MOVEMENT MADE THIS CONCEPT AN UNACCEPTABLE MARKETPLACE PHILOSOPHY. CONSUMERS NOW RECOGNIZE THEIR BASIC RIGHTS WHICH INCLUDE: a. RIGHT TO SAFETY
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