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12 Cards in this Set
- Front
- Back
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Marketing citizenship
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the adoption of a strategic focus for fulfilling the economic,
legal, ethical, & philanthropic social responsibilities expected by stakeholders |
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Stakeholder Orientation
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when companies consider the diverse perspecives of
stakeholders in their daily operations & strategic planning; this is an important element of social responsibily |
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Marketing Ethics
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principles & standards that define acceptable marketing
conduct as determined by various stakeholders (including the public, government regulators, private-interest groups, consumers, industry, & the organization itself) |
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Cause-Related Marketing
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the practice of linking products to a particular social
cause on an ongoing or short-term basis |
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Strategic Philanthropy
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the synergistic use of oganizational core competencies &
social benefits; it involves both financial & non-financial contributions to stakeholders but also benefits the company |
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Green marketing
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a strategic process involving stakeholder assessment to
create meaningful long-term relationships with customers while maintaining, supporting, & enhancing the natural environment |
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Consumerism
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the effects of independent individuals, groups, &
organizations to protect the rights of consumers, now it is easier than ever before for customers to share their opinions thanks to the internet. Four basic consumer rights were drafted by president JFK, they were: right to safety, the right to be informed, the right to choose, & the right to be heard |
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Community Relations
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individual communities expect marketers to
make philanthropic contributions to civic projects & institutions & to be "good corporate citizens", corporate philanthropy is on the rise, companies can impove their community's quality of life through employment opportunities, economic development, & financial contributions to educational, healthy, cultural & recreational causes |
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Individual factors
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people's won values & principles of right or wrong
which they learn through socialization by family members, social groups, religion, & formal education |
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Opportunity
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conditions that limit barriers or provide rewards to those
who act unethically |
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Organizational relationships
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ethical choices in marketing are often made
jointly and are based on what is learnt from others in the organization, this is highly influenced by organizational culture & structure. The chief executive or vice president sets the ethical tone for the entire marketing organization. Coworkers' influnce on an individual's ethical choices depends on the person's exposure to unethical behavior, the more a person is exposed to unethical behavior, the more likely they are to engage in unethical behavior. Organizational relationships are the most influential factor in whether a person will act unethically or not |
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Improving ethical conduct
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it is possible to improve ethical conduct in an organization
by hiring ethical employees & eliminating unethical ones, & by improving the organization's ethical standards; if top management develops & enforces ethical & legal compliance programs to encourage ethical decision making, it helps individuals make better decisions |
