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Chapter 18

MKT 100 Chapter Notes - Chapter 18: Corporate Social Responsibility, Marketing Ethics, Consumerism


Department
Marketing
Course Code
MKT 100
Professor
Fathima Saleem
Chapter
18

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Chapter 18: Ethics & Socially Responsible Marketing
The Scope of Markeng Ethics
Markeng ethics: refers to those ethical problems that are specic to the domain of markeng
Creang an Ethical Climate in the Workplace
Ethical climate: the set of values within a markeng rm that guides decision making
and behavior
Once the values are understood, the rm must develop a set of explicit rules and implicit
understandings that govern all the rm’s transacons
Once the rules are in place, there must be a system of controls that rewards appropriate
behaviour and punishes inappropriate behaviour
To avoid ethical consequences, the long-term goal of the rm must be aligned with the
short-term goals of each individual within the rm
Corporate Social Responsibility
Is the voluntary acons taken by a company to address the ethical, social, and
environmental impacts of its business operaons and the concerns of its stakeholders
High ethical climates = high CSR
Consumerism, Ethics, and Socially Responsible Pracces
Consumerism: a social movement aimed at protecng consumers from business
pracces that infringe upon their rights
When companies embrace CSR, they appeal not only to their shareholders but also to
their stakeholders (employees, consumers, the marketplace, and society)
1. Employees: happy employees = be*er service to consumers
2. Customers: trends/ changes in the markeng environment that are receiving the
most a*enon include privacy protecon and healthfulness of products
3. Marketplace: when one rm does CSR, competors follow
4. Society: rms spend me/energy in acvies aimed at improving the community
A Framework for Ethical Decision Making
1. Idenfy Issues: for example, an issue that might arise is the way data are collected
2. Gather Informaon and Idenfy Stakeholders: gather info related to the ethical issue
and discuss wit the individuals that have a stake in how the issue is resolved
3. Brainstorm and Evaluate Alternaves
4. Choose a Course of Acon: choosing a course of acon that generates the best soluon
for the stakeholders. Markeng managers evaluates each alternave by using a process
like the Ethical Decision-Making Metric, which consist of a series of quesons you ask
yourself
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