Chapter 4 - Marketing Ethics Marketing 5th
184.108.40.206.220.127.116.11 Net Savvy
1 Perhaps no subdiscipline of marketing receives more scrutiny regarding ethical
compliance than direct marketing, a form of nonstore retailing in which customers are
exposed to and purchase merchandise or services through an impersonal medium
such as telephone, mail, or the Internet. Ethical issues in direct marketing cover a
broad spectrum because this means of selling is conducted through all forms of
communication. The Direct Marketing Association (DMA) takes ethics very seriously
and has numerous programs to ensure its member organizations comply with its Code
of Ethics. Go to the Web site for the Direct Marketing Association (http://www.
the-dma.org/). Click on “Advocacy Issues.” List the different ways that the DMA is
involved in assisting consumers and the industry to create a more ethical
Although student responses will vary, it should be clear from everyone’s search results
that the DMA publishes its ethical standards and reports on whether member companies
9 An increasing number of firms are stating their strong commitment to corporate
social responsibility initiatives. The Corporate Social Responsibility Newswire
Service keeps track of these various initiatives and posts stories on its Web site
about what various corporations are doing. Go to http://www.csrwire.com/ and
choose one story. Write a description of the corporation and the initiative.
18.104.22.168.22.214.171.124 Chapter Case Study: Is There An App For Good Parenting?
1 Who benefits from products designed to give children and babies more screen time?
Who is harmed?
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