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Chapter

Module 3 Notes

10 Pages
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Department
Marketing
Course Code
MKT 100
Professor
Paul Finlayson

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Module 3: Social Responsibility
Section 1: Code of Ethics
Canadian Marketing Association created good code of ethics that people turn to
Emphasizes honesty and truthfulness in communicating with consumers
Also avoidance of immoral and exploitive practices
Company Codes of Ethics in Practice
Stated in general terms, leaving specific interpretation to the individual salesperson
or marketing executive
Misconduct: conduct becomes public of cutting ethical corners
Lots of stress of marketers about ethics
Eg, some senior executives make junior take the blame
Whistleblowers often have their careers ended; they are branded trouble makers or
fortune seekers by the company and too hot to be hired by another company
Greatly undermines motivation and respect for senior executives
Subordinates are responsible for their own behaviour, even if following orders or
under the threat of dismissal
Advertising accountable for honesty of messages
Ethical behaviour in trading, both buyer and seller behave ethically
Passing responsibility in writing back up to senior executives seen as weakness
Disloyal setting up the boss by creating a paper or email trial weakness
Mentor in organization invaluable
Ethics Ombudsman: someone hearing; someone who can help them with their
quandary, take up the concern, and protect them from any negative repercussions
Highlights of the Canadian Marketing Association Code of Ethics
CMAs must agree to code every year
www.notesolution.com
Member organization has a designated Voting Member who must sing the
compliance clause on their membership application and annual renewal
Marketing communications clear and truthful
Marketing must not knowingly make a representation to a consumer or business
that would be misleading
Marketers must not participate in campaigns that would be exploitive, so mean to
people of race, colour, ethnicity, gender, etc.
Marketers must not exploit sex, horror mutilation, violence and hate, etc except
where it is required by law, such as a common carrier
Markets much not exploit lack of knowledge of any consumer
Vulnerable Consumer: includes but is not limited to children, teenagers, people with
disabilities, the elderly, and those for whom English or French is not their first
language
Marketers take specific differences when marketing to children. Children not adults
Marketing to teens, must not imply impression that possession of a product will
make owner superior, or without it would have ridicule. Dont use the peer pressure
thingy
Must not represent product
Photos, artwork, type size, colour, style, etc must accurately and fairly describe the
product or service offered
Ensure general impression of communication has no omission or commission
Test and survey data must be accurate, cant be scientific if its not true
Not engage in marketing communications in the guise of one purpose when the
intent is a different purpose
Not mislead that marketing is news, information, public service, etc when purpose is
to sell or to seek donations to causes or charities
Avoid undercover work of mouth marketing initiatives, when they encourage
consumer or business to believe that the marketers agents are acting independently
and without compensation when they are not
www.notesolution.com
Communications that have genuine bills, invoices or govt docs must not be used
reg price suggested retail value etc must accurately reflect
Dont degrade competitors
Guarantee must identify name and address of the guarantor and duration of such
guarantee, guarantee must be honoured
Marketers must not do voice or text messages unless the customers said they can
Not send emails without the consent of person, except where there is an existing
business relationship
Section 2: A Personal Ethics Checklist
Suffer a lapse of ethics when they have to make a quick decision because they are
preoccupied with other concerns
Ethical vigilance: in practice, asking hard questions, paying constant attention to
whether ones actions are right or wrong, and wrong, why is behaviour in that
manner
Dont avoid answers, confront excuses
Ethical vigilance, recognition of two codes of ethics:
oThe set we espouse and want others to apply in their behaviour towards us
oThe code of ethics that, for whatever rationalizations, we actually live by
Questions can be looked at for the basis for a teams or individuals mental model for
looking at an ethical issue with a proposed goal, strategy program or tactic
oAddress the application of a double standard and the basis for such a double
standard
oAddress the extent to which marketers ply the Golden Rule Do unto others
as you would have them do unto you
See personal ethics conduct chart in module 3 section 2.
Sections 3: Understanding Market Ethics
Diff civilizations have moral codes that attempt to keep culture
www.notesolution.com

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Description
Module 3: Social Responsibility Section 1: Code of Ethics • Canadian Marketing Association created good code of ethics that people turn to • Emphasizes honesty and truthfulness in communicating with consumers • Also avoidance of immoral and exploitive practices Company Codes of Ethics in Practice • Stated in general terms, leaving specific interpretation to the individual salesperson or marketing executive • Misconduct: conduct becomes public of cutting ethical corners • Lots of stress of marketers about ethics • Eg, some senior executives make junior take the blame • Whistleblowers often have their careers ended; they are branded trouble makers or fortune seekers by the company and too hot to be hired by another company • Greatly undermines motivation and respect for senior executives • Subordinates are responsible for their own behaviour, even if following orders or under the threat of dismissal • Advertising accountable for honesty of messages • Ethical behaviour in trading, both buyer and seller behave ethically • Passing responsibility in writing back up to senior executives seen as weakness • Disloyal setting up the boss by creating a paper or email trial weakness • Mentor in organization invaluable • Ethics Ombudsman: someone hearing; someone who can help them with their quandary, take up the concern, and protect them from any negative repercussions Highlights of the Canadian Marketing Association Code of Ethics • CMA’s must agree to code every year www.notesolution.com • Member organization has a designated Voting Member who must sing the compliance clause on their membership application and annual renewal • Marketing communications clear and truthful • Marketing must not knowingly make a representation to a consumer or business that would be misleading • Marketers must not participate in campaigns that would be exploitive, so mean to people of race, colour, ethnicity, gender, etc. • Marketers must not exploit sex, horror mutilation, violence and hate, etc except where it is required by law, such as a common carrier • Markets much not exploit lack of knowledge of any consumer • Vulnerable Consumer: includes but is not limited to children, teenagers, people with disabilities, the elderly, and those for whom English or French is not their first language • Marketers take specific differences when marketing to children. Children not adults • Marketing to teens, must not imply impression that possession of a product will make owner superior, or without it would have ridicule. Don’t use the peer pressure thingy • Must not represent product • Photos, artwork, type size, colour, style, etc must accurately and fairly describe the product or service offered • Ensure general impression of communication has no omission or commission • Test and survey data must be accurate, can’t be scientific if it’s not true • Not engage in marketing communications in the guise of one purpose when the intent is a different purpose • Not mislead that marketing is news, information, public service, etc when purpose is to sell or to seek donations to causes or charities • Avoid undercover work of mouth marketing initiatives, when they encourage consumer or business to believe that the marketer’s agents are acting independently and without compensation when they are not www.notesolution.com • Communications that have genuine bills, invoices or gov’t docs must not be used • ‘reg price’ ‘ suggested retail value’ etc must accurately reflect • Don’t degrade competitors • Guarantee must identify name and address of the guarantor and duration of such guarantee, guarantee must be honoured • Marketers must not do voice or text messages unless the customers said they can • Not send emails without the consent of person, except where there is an existing business relationship Section 2: A Personal Ethics Checklist • Suffer a lapse of ethics when they have to make a quick decision because they are preoccupied with other concerns • Ethical vigilance: in practice, asking hard questions, paying constant attention to whether one’s actions are right or wrong, and wrong, why is behaviour in that manner • Don’t avoid answers, confront excuses • Ethical vigilance, recognition of two codes of ethics: o The set we espouse and want others to apply in their behaviour towards us o The code of ethics that, for whatever rationalizations, we actually live by • Questions can be looked at for the basis for a team’s or individual’s mental model for looking at an ethical issue with a proposed goal, strategy program or tactic o Address the application of a double standard and the basis for such a double standard o Address the extent to which marketers ply the Golden Rule “Do unto others as you would have them do unto you • See personal ethics conduct chart in module 3 section 2. Sections 3: Understanding Market Ethics • Diff civilizations have moral codes that attempt to keep culture www.notesolution.com • Enlightenment of civilization based on underlying ethics • When ethical codes break, they society collapses from within • Jean-Jacques Rousseau, needs moral codes in society to function • Social Contract: If you want to be a part of society, you have to obey rules • Diff cultures, diff ethical rules The Most Good For the Most Number of People: The Utility Principle • Bentham and Mill • Ethical behaviour is the behaviour that produces the greatest good, the most good for the most people in a specific situation • Called Utility Principle • Sounds good but hard to apply • Smith: argued pursuing your own economic self-interest over the interest of others promotes overall good • Utility principle can be twisted: If we’re good, we’ll go out of business • More likely that company is in crisis, more likely they will stoop to ethical lows • Behaving unethically, ends justify the mean The Categorical Imperative • Kant’s famous categorical imperative: proposed action would be right if everyone did it • Tradegy of Common Effect: “what if everyone did it” issue • Eg of sheep. A few sheep grazed on a pasture, but then when everyone grazed on a pasture, the pasture died • Explains how resources are scarce and must be thought about • Ex in marketing terms, Advertising Puffery: the use of exaggerated claims , lying • If only a few do it, then it doesn’t seem as bad, but when a lot of people do it, advertising loses integrity www.notesolution.com • Another example, is when people want to erect trade barriers, if all countries did this, then it wouldn’t help global trade • Categorical imperative takes most of the situation or context out of the ethical evaluation and is more explicit than the utilitarian principle • Situational Ethics: when right and wrong are determined by the specific situation and not by the universal moral principles based on the harm if everyone did it • Also, “do unto others what you would have them unto yourself” • Has flaw, still needs a basic moral ethic • If people don’t care, then they wouldn’t be able to see the universal wrong The Source of our Ethics • Children learn decency and morality from parents and adults • Teachers, coaches, etc • If children miss lessons, then it’s said too late to teach the basic ethics of honest, decency and consideration • Dominant religion has a lot of influence on the behaviour of people in society • In a free society, a believer of another religion may apply his or her religious ethics to all situations • Observe greater variability in ethical practices • Leads to greater uncertainty in the market and uncertainty decreases the efficiency
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