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Chapter 3

74-231 Chapter 3 notes.pdf
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Department
Business
Course
74-231
Professor
Alex Wellington
Semester
Winter

Description
Chapter 3 Think Marketing Environment 20130211 949 PM 1LearningObjective1Discusscorporatesocialresponsibility Sustainabilitytheideathatsociallyresponsiblecompanieswilloutperformtheirpeersbyfocusingontheworldssocialproblemsviewingthemasopportunitiestobuildprofitsandhelptheworldatthesametime CorporatesocialresponsibilityabusinessconcernforsocietyswelfareDemonstratedbymanagerswhoconsiderbothlongTterminterestsandrelationshipwithsociety SomeargueagainstsocialresponsibilitysuchasMiltonFriedmanwhobelievedthatthefreemarketandnotbusinessesshoulddecidewhatsbestfortheworldBusinessarecreatedtoproducegoodsandservicesnottohandlewelfareactivities WhybesociallyresponsibleItstherightthingtodoandifbusinessesdontdoitgovernmentwilleventuallystepinwithregulationsthatwillforceittodosoItcanalsobeprofitableExWalTMartreducingitselectricitybillby17withefficientlights WhenyouthinklongtermsustainabilityiskeyBusinesseswhodontfocusonsustainabilitywillprobablyrunoutofbusiness Ex12yearoldskotch SocialresponsibilityTheideaisthatwellbeprofitablewhilealsomakingtheworld1 abetterplaceLOReview Learning OutcomeViewpyramidfromtoptobottomDiscuss Corporate Social Responsibility 3 Copyright 2011 Nelson Education Limited All rights reservedBeingprofitableisthemostimportantwithoutprofityoucantbuildupfromthattowardsbeingsocialresponsibleYouhavetomakemoneybeforeyoucansavethewhales Followingthelawisalsoveryimportantalmostasimportantasbeingprofitable Whydopeopledrive120kmhonthe401Becausetheyknowthepolicewontenforcethelawandstopeverypersonthatdrives120 Aguidelineforbeingethicaltreatotherpeoplethewayyouwouldliketobetreated Greenmarketingthedevelopmentandmarketingofproductsdesignedtominimizenegativeeffectsonthephysicalenvironmentortoimprovetheenvironment Exmakingarecyclablecomputer Greenmarketingisanoutgrowthofthesocialresponsibilitymovement EthicsseeMicrosoftvideo Whencompaniesundertakegreenmarketingtheyrealizethatconsumerscareaboutgreenmarketingbuttheyrenotwillingtopayalotmoreforit2LearningObjective2Describetheroleofethicsandethicaldecisionsinbusiness Ethicsthemoralprinciplesorvaluesthatgenerallygoverntheconductofanindividual Moralstherulespeopledevelopasaresultofculturalvaluesandnormso Canbecharacterizedasgoodorbadreferringtoeffectiveineffectiveandconformingdeviantbehaviors CultureisasocializingforcethatdictateswhatisrightandwrongMoralstandardsmayalsoreflecthelawsandregulationsthataffectsocialandeconomicbehaviour Frombirthyoulearnvaluesthroughfamilyeducationandreligiousinstitutions Tobuildyoursetofethicsexaminetheconsequencesofanactasafirstapproacho WhoishelpedorhurtHowlonglastingaretheconsequencesWhatactionsproducethegreatestgoodforthegreatestnumberofpeople Asasecondapproachconsiderrulesiealwaystreatothersasyouwouldliketobetreatedoritiswrongtoliebribeorexploit Ethicaldevelopmentlevelso Preconventionalmorality Basedonwhatwillbepunishedorrewarded SelfTcenteredcalculatingselfish Mostchildlike AmIgoingtogetcaught ExPolicegoonstrikeandyoudrive150kmhon401o Conventionalmorality Movestowardtheexpectationsofsociety Concernedoverlegalityandtheopinionofothers Somewhatchildlikesomewhatmature Whatislegalandhowwillothersviewit Inthemiddlebetweenchildlikeandmature Loyaltyandobediencetotheorganizationbecomeparamount WheninRomedoastheRomansdoo Postconventionalmorality Concernabouthowtheyjudgethemselvesnotabouthowothersviewthem Concernifitisrightinthelongrun Mostmature AmIobeyingthelawandcanIdomore Exdonating Relatesbacktosustainability EventhoughitslegalandwillincreasecompanyprofitsisitrightinthelongrunMightitdomoreharmthangoodintheend Ethicaldecisionmakingo Studiesshowthatthefollowingfactorstendtoinfluenceethicaldecisionmakingandmanagementjudgmentso Influentialfactors ExtentofethicalproblemswithintheorganizationThehealthiertheethicalenvironmentinthecompanythegreatertheprobabilitythatmarketerswilltakeastrongstrandagainstquestionablepractices ProbabilityofharmPeopledidntinitiallyknowthatcigaretteswereharmfulHaving25beersanhourisharmfulEverythinginmoderationThegreaterthelikelihoodthatanactionwillresultinaharmfuloutcomethemorelikelyitisthatmarketerswillrecognizethebehaviorasunethical TopmanagementactionsonethicsIcandoanythingaslongasmymanagersarehappyExampleofWalTMartclosingitsQuebecstoresduetounionsTopmanagerscaninfluencemarketingmanagersviathese3ethicsTrelatedactionsbeagoodexamplekeeppromisescommitmentssupportothersinadheringtoethicalstandards PotentialmagnitudeoftheconsequencesIfyouusecigarettesasintendeditwillharmyouBraincancerfrommobilephonesCarsinitiallydidnthavemandatoryseatbeltsairbagsandtheyremainedintactwhilepeoplediedThegreatertheharmdonetovictimsthemorelikelyitisthatmarketerswillrecognizethebehaviourasunethical
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