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Lecture

MKT 100 Lecture Notes - Situational Ethics, Categorical Imperative, Blood Diamond

2 Pages
111 Views
Summer 2011

Department
Marketing
Course Code
MKT 100
Professor
Paul Finlayson

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Module 3: Social Responsibility
Codes of Ethics
Company codes of ethics in practice
emphasizes honesty, truthfulness in comm w/ consumers,& avoidance of immoral
practices.
ethical dilemmas arise dur ing implementation of marketing strategy d/
Cutting ethical corners is approved and even encouraged to make the pitch, the sale 
double standard = whistleblowers have careers ended = Pepsi and Coke
ethical accountability nazi
Ethical behaviour in trading requires that both the buyer and seller behave ethically not
take a stand is to sell out ones values, self-respect and soul.
ethics ombudsman - someone senior in the organization managers can go to and receive a
sympathetic hearing
Highlights of the Canadian Marketing Association Code of Ethics
Not disseminate unsolicited material
not exploitation of any person or group ( race, colour, ethnicity, religion) or competitor
must be clear and truthful not mislead or deceive consumers
not misrepresent a product
realize the age group being marketed to (kids, teenagers)
por trayal must accurately and fairly describe the product
data referred to must be reliable, accurate and current and must support claim
avoid undercover or word-of-mouth marketing initiatives
genuine bills, invoices or government documents must not be used.
guarantee for repair, replacement, refund or other remedy must be honoured promptly.
A Personal Ethics Checklist
Ethical vigilance - paying attention to whether ones actions are right or wrong
-The set we espouse and want others to apply in their behaviour toward us, and
The code of ethics that, for whatever rationalizations, we actually live by.
Understanding Marketing Ethics
ethical codes break down, societies cease to function and ultimately collapse
trade in a society and prof it from trade have social and moral obligation to accept
general ethical r ules of society
Different cultures have different ethical rules
The most good for the most people: the utility principle
utility principle - ethical behaviour produces the greatest good for greatest number
we, who are ethical in our values, stay in business even if it means that we have to
sometimes stoop to the unethical practices of our rivals
hard to separate our desires/ goals from judgment of what is r ight
more desperate the company= lower ethical standards = more d/m/ fixated on how comp
will benefit.
rationalization - behaving unethically for the total good and means justifies the end
The categorical imperative
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Description
Module 3: Social Responsibility Codes of Ethics Company codes of ethics in practice • emphasizes honesty, truthfulness in comm w/ consumers,& avoidance of immoral practices. • ethical dilemmas arise during implementation of marketing strategy d/ • Cutting ethical corners is approved and even encouraged to make the pitch, the sale double standard = whistleblowers have careers ended = Pepsi and Coke • ethical accountability nazi • Ethical behaviour in trading requires that both the buyer and seller behave ethically not take a stand is to sell out one’s values, self-respect and soul. • ethics ombudsman - someone senior in the organization managers can go to and receive a sympathetic hearing Highlights of the Canadian Marketing Association Code of Ethics • Not disseminate unsolicited material • not exploitation of any person or group ( race, colour, ethnicity, religion) or competitor • must be clear and truthful not mislead or deceive consumers • not misrepresent a product • realize the age group being marketed to (kids, teenagers) • portrayal must accurately and fairly describe the product • data referred to must be reliable, accurate and current and must support claim • avoid undercover or word-of-mouth marketing initiatives • genuine bills, invoices or government documents must not be used. • guarantee for repair, replacement, refund or other remedy must be honoured promptly. A Personal Ethics Checklist • Ethical vigilance - paying attention to whether one’s actions are right or wrong - The set we espouse and want others to apply in their behaviour toward us, and The code of ethics that, for whatever rationalizations, we actually live by. Understanding Marketing Ethics • ethical codes break down, societies cease to function and ultimately collapse • trade in a society and profit from trade have social and moral obligation to accept general ethical rules of society • D
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