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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.
2 Why are marketers likely to be faced with more ethical dilemmas than members
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
3 Develop an argument for why a cosmetics manufacturer should build and
maintain an ethical climate.
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
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1
Chapter 4 - Marketing Ethics Marketing 5th
5 Based on the evaluation you developed for Question 3, provide responses to
Ethical Decision-Making Metric from Exhibit 4.4. Provide a rationale for your
score for each question.
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
this same company. What should the company do? Base your decision on the
ethical decision-making metric in Exhibits 4.4.
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
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
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
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
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.
1.1.1.1.1.1.1.4 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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4
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.
Online tip: Have students make up story problems that are based on ethical marketing
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
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
