Chapter 4 - Marketing Ethics Marketing 5th

1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids

1.1.1.1.1.1.1.2 Marketing Applications

1 Discuss why marketers use internet cookies and the potential ethical issues this

practice creates.

Cookies enable marketers to discern where a shopper starts the search process, how he

or she proceeds, and where the online encounter ends - as well as what he or she buys, or

doesn’t.

of other functional areas, like finance, accounting, or real estate?

Unlike other business functions such as accounting or finance, people in marketing

interact directly with the public. Because the marketing profession is often singled out

4 A clothing company gives generously to charities and sponsors donation drives to

help lower-income teen girls get reasonably priced prom dresses. This firm also

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Chapter 4 - Marketing Ethics Marketing 5th

6 A company that makes granola and other “healthy” snacks has the following

mission statement: “Our goal is to profitably sell good-tasting, healthy products

and to better society.” Although its products are organic, they also are relatively

high in sugar and calories. The company gives a small portion of its profits to the

United Way. Evaluate its mission statement.

7 A health inspector found some rodent droppings in one batch of granola made by

8 Choose a company that you believe is particularly socially responsible. How do

you justify your choice? What counterarguments might someone make to suggest

that your chosen company is not responsible? Consider all key stakeholders in

developing both sides of the argument.

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Chapter 4 - Marketing Ethics Marketing 5th

1.1.1.1.1.1.1.3 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

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

marketplace?

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

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.

1.1.1.1.1.1.1.4 Chapter Case Study: Is There An App For Good Parenting?

Who is harmed?

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Chapter 4 - Marketing Ethics Marketing 5th

Parents benefit from the babysitter aspects of the screen time keeping children

occupied and behaving in a favorable manner.

10 Who has a greater ethical responsibility in relation to children and screen time:

companies or parents? Present arguments for both sides.

11 What does Fisher-Price’s “note to parents” on its website suggest about its

corporate ethics policy?

1.1.1.1.1.1.1.5 Additional Teaching Tips

In this chapter the goal is to introduce students to ethics and social responsibility. The text

introduces the Stakeholder Analysis Matrix and the Ethical Decision Metrics I and II as

tools to reaching good ethical decisions. Ethics is difficult to teach because it is based

on one’s beliefs and culture. Consequently, instructors should keep in mind that much

debate and excitement can occur in the classroom when discussing topics in this chapter.

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Chapter 4 - Marketing Ethics Marketing 5th

Instructors can teach the various metrics by using Application Questions 4, 5, 6 where

students are divided into group and each group asked to participate in each of the

questions by reading the scenario and being assigned part of the matrix to complete. The

class would then have one class completed metric for each question for class discussion.

dilemmas. Then have other students in the online class respond to it.

Social responsibility should be addressed. Students often think that social responsibility

Online Tip: Have students write up social responsibility problems (from the

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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5