Marketing Chapter 4

Front 1

Business ethics

Back 1

Refers to a branch of ethical studies and examines ethical rules and principles within a commercial context, the various morals or ethical problems that might arise in a business setting and any special duties or obligations that apply to persons engaged in Commerce.

Front 2

Marketing ethics

Back 2

Refers to those ethical problems that are specific to the domain of marketing.

Front 3

Deceptive advertising

Back 3

A representation omission, act or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances.

Front 4

Corporate social responsibility CSR

Back 4

Generally entitles voluntary actions taken by a company to address, social and environmental impacts of its business operations and the concerns of its. The amas Define definition refers to it as the serious consideration of the impact of the company's action and operating in a way that balances short-term profit needs with society's long-term needs thus ensuring the company survival in a healthy environment. Firms with strong ethical climates tend to be more socially responsible.

Front 5

Ethical decision-making framework

Back 5

Step 1 identify issues Step 2 gather information and identify stakeholders step 3 brainstorm and evaluate alternatives step 4 choose a course of action

Front 6

Step one identify issues

Back 6

The first step is to identify the issues one of the issues that might arise in the way did that is collected. issues might be whether the results will be used in a way that might mislead or even harmed the public such as selling the information to a firm to use in soliciting the respondents .

Front 7

Step 2 gather information and identify stakeholders

Back 7

In this step The Firm focuses on Gathering facts that are important to ethical issues including all relevant Legal Information. Stakeholders typically include the firm's employees and retired employees, suppliers, the government, customer groups, stockholders, and members of the community in which the firm operates.

Front 8

Step 3 brainstorm alternatives

Back 8

All parties relevant to the decision should come together to brainstorm any of ternative courses of action in our example these might include halting the market research project making responsive responses Anonymous instructing training on the AMA codes of ethics for all researchers and so forth.

Front 9

Step 4 choose a course of action

Back 9

The objectives of this last step is to weigh the various alternatives and choose a course of action that generates the best solution for the stakeholders using ethical practices.

Front 10

The publicity test

Back 10

What I want to see this action that I'm about to take described on the front pages of the local paper or in a national magazine

Front 11

The moral mentor test

Back 11

Would the person I admire the most engage in this activity

Front 12

The admired Observer test

Back 12

What I want the person I admire most to see me doing this

Front 13

The transparency test

Back 13

Could I give a clear explanation for the action on contemplating including an honest and transparent account for all my motives that would satisfy Affair and dispassionate moral judge

Front 14

The person in the mirror test

Back 14

Would I be able to look at myself in the mirror and respect the person I see there

Front 15

The Golden Rule test

Back 15

What I like to be on the receiving end of this action and all its potential consequences

Front 16

Company capabilities

Back 16

In the immediate environment, the first factor that affects the customers is the firm itself. Successful marketing firm's focus on satisfying customer needs that match their core competencies.