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Marketing notes
Modes of Social Control
• Ethics
• Laws
• Formal and informal groups
• Self-regulation
• Media
• Active civil society
Ethics
• Viewed as the standard of behaviour by which conduct is judged
• Consists of personal moral principles
• Consists of unwritten rules that people have developed from their interactions
The Influence of Personal Ethics
• Genetics
• Family
• Religion
• Values
Deontological theory: States that people should adhere to their obligations and duties when
analyzing ethical dilemmas
Utilitarian ethical theory: Founded on the ability to predict the consequences of an action
– Types
• Act utilitarianism
• Rule utilitarianism
Morality and Business Ethics
• Preconventional morality
Based on what will be punished or rewarded
Self-centered, calculating, and selfish
• Conventional morality
Moves toward the expectations of society
Concerned about the legality and the opinion of others
• Postconventional morality
Represents the morality of the mature adult
Concerned if it works in the long run
Decision maker who attains this level of morality will ask “Even though it is legal and will
increase company profits, is it right in the long run? Might it do more harm than good in the
end?”
Firm Goals
• Greed and short term profit seeking
• Serious long term consequences
• Creating value over the long run
• Long term success
The Scope of Marketing Ethics
• Business Ethics
• Marketing Ethics
American Marketing Association
Code of Ethics
• Generally accepted code in marketing
• Flows from general norms
of conduct to specific values
• Subareas within marketing have their own code of ethics to deal with specific issues
A Framework for
Ethical Decision Making
• Step 1
Identify Issues
• Step 2
Gather information and identify stakeholders
• Step 3
Brainstorm and evaluate alternatives
• Step 4
