MARK 3000 Chapter Notes - Chapter 4: American Marketing Association, Corporate Social Responsibility, Tylenol (Brand)
9 Feb 2017
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Document Summary
Ethics: moral principles and values that govern actions. Laws: society"s values which are enforceable in court. Business ethics: refers to the moral or ethical dilemmas that might arise in a business setting; examines ethical rules and principles within a commercial context. Marketing ethics: ethical problems that are specific to the domain of marketing. Deceptive advertising: representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonable under the circumstances. Examples: ford and gas tank, tylenol, wells fargo, toyota and brakes. Statement of ethics that is the foundation for marketers. Flows from general norms of conduct to specific values (subareas of marketing have their own codes of ethics) First, do no harm; foster trust and consumer confidence in the marketing system; values honesty, responsibility, fairness, respect, openness and citizenship. Pick the best alternative for all the stakeholders involved, big picture.
