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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
•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
•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
•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
•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
A Personal Ethics Checklist
•Ethical vigilance - paying attention to whether one’s actions are right or
-The set we espouse and want others to apply in their behaviour toward us,
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
•Different cultures have different ethical rules
The most good for the most people: the utility principle
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