978-0077729028 Chapter 4 Slides

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

4-1: Marketing Ethics

4-2: Learning Objectives These questions are the learning

objectives guiding the chapter and will

be explored in more detail in the

following slides.

4-3: Fishing Using your mobile phone can provide

personally identifying information to a

massive data repository, accessible to

various marketers and government

agencies.

Ask students Should firms and/or the

government have the right to gather

specific information (e.g., recordings)

or only metadata (e.g., general

information about the number called,

when, and for how long)?

4-4: Firm Goals Profit is important to the success of the

firm. But how the firm makes that profit

can have a dramatic impact on the

firm’s future.

4-5: The Scope of Marketing Ethics This YouTube video is a Miller ad for

responsible drinking (always check

YouTube links before class).

Ask students how it compares to other

ads they see for drinking.

They might note that they use a lighter

fear appeal.

Ask them if they think Miller is doing

their job to promote responsible

drinking.

Group activity: Ask students to

brainstorm the ethical issues unique to

marketing.

They should start with the marketing

mix by proceeding through each of the

4Ps.

Each group should write one issue for

each element on the board, and then

discuss what they have produced as a

class.

4-6: Attitudes About the Ethical Standards of

Various Professions

Marketing is a very visible part of

business. Often practices that are the

result of other business functions will

be attributed to marketing.

Marketers need to stress the good things

that they do and the value that they add

to society.

In addition, by policing practitioners

and sanctioning those who violate the

various codes of ethics, etc. marketers

can demonstrate that they are serious

about ethical standards.

4-7: Citibank Addresses Identity Theft These ads on YouTube (always check

YouTube links before class) are part of

a campaign Citibank ran for identity

theft.

They are interesting ads as they show

the victim with the voice of the thief

talking about the products the thief

plans to buy.

They are effective because they speak

directly to a consumer’s fear of credit

card theft and the contrast between the

character in the ad and their voice

attracts attention.

4-8: Creating an Ethical Climate in the Workplace A strong ethical climate requires a

commitment from the top down within

the firm.

Everyone within the firm must agree to

a system of controls that rewards

appropriate behavior and punishes

inappropriate behavior.

Ask students about the ethical climate

on their campus. Pick a topic such as

honor code violations or pledging

procedures of sororities and fraternities.

Then ask them to evaluate the topic

based on values, rules, and controls.

4-9: American Marketing Association Code of

Ethics

Each sub-area within marketing, such

as marketing research, advertising,

pricing, and so forth, has its own code

of ethics that deals with the specific

issues that arise when conducting

business in those areas.

Group activity: Have the students

develop a Code of Ethics for their

college or university.

Ask students: What ethical behaviors

should you include? Why are those

chosen behaviors important?

4-10: The Influence of Personal Ethics In many cases, ethics is in the eye of the

beholder.

Ask students: Think about a time you

believed an ethical violation had

occurred but a friend of family member

did not think it was an ethical issue.

What happened?

4-11: Why People Act Unethically Ask students: Why might a salesperson

lie to a young couple about the

condition of a new home?

This will bring out issues such as

self-interest for the welfare of the

salesperson and his/her family.

Remind students there are no definitive

answers to these questions. Ethics is a

difficult topic, and many people

struggle to find answers to questions

such as these.

4-12: Domestic Surveillance Debate This clip explores privacy law and the

legality of the government to obtain

personal records such as phone records

of consumers.

Note: Please make sure that the video

file is located in the same folder as the

PowerPoint slides.

4-13: Competing Outcomes Ask students: Which option would you

choose? How do you think various

people make such choices?

4-14: The Link Between Ethics and Corporate

Social Responsibility

Ask students: Can a firm be socially

responsible and not ethical, or ethical

and not socially responsible?

A firm can give money to charity

(socially responsible), but be unethical

(engage in deceptive advertising).

Ask students: Can you think of a firm

that may be either ethical or socially

responsible, but not both.

Group activity: Students should create

a list of firms reputed to be socially

responsible. In what ways do these

firms demonstrate their commitment?

Do the students consider these factors

when purchasing goods?

4-15: A Framework for Ethical Decision Making This concept is broken down in the next

slides.

4-16: Step One: Identify Issues In a marketing research firm, ethical

issues might include:

data collection methods—not

informing respondents that they are

being observed

hiding the true purpose of a study

from respondents—telling them

they are an independent research

company, but actually doing

research for a particular politician.

using results to mislead or even

harm the public—results of a

pharmaceutical study.

Ask students – why would a company

do this?

4-17: Step Two: Gather Information and Identify

Stakeholders

Ask students: What are the

ramifications of publishing misleading

research findings for a new

pharmaceutical product.

Answer: there could be real harm to

users.

Then ask: Why might this happen?

Answer: The pharmaceutical industry

wants the product to come to market to

meet sales goals.

They might be paying the researchers to

do the project.

4-18: Step Three: Brainstorm Alternatives The alternative solutions depend on the

type of ethical issue and how the

stakeholders are affected.

4-19: Step Four: Choose a Course of Action Alternatives are then evaluated and a

course of action is chosen.

The chosen course represents the best

solution for the stakeholders using

ethical best practices.

4-20: Check Yourself Stages 1: Identify Issues

Stages 2: Gather Information and

Identify Stakeholders

Stages 3: Brainstorm Alternatives

Stages 4: Choose a Course of Action

4-21: Integrating Ethics Into Marketing Strategy Remind students that as marketers, they

must ask questions specific to each

stage and examine those questions

carefully before moving on to the next

stage.

4-22: Planning Phase By incorporating ethics into the firm’s

mission statement, the firm sets a

standard for its subsequent ethical

decision-making.

The mission statement signals the

firm’s strategic priorities.

4-23: Newman’s Own This is a good opportunity to discuss

Newman’s Own Organics.

4-24: Implementation Phase Group activity: For each question

related to the implementation phase, see

if students can think of examples for

each of the questions.

Many students will use examples such

as tobacco, alcohol or other

controversial product companies.

Point out that other products also

encounter the same issues, even if the

products themselves seem less

controversial.

4-25: Control Phase Any plan requires constant evaluation

and revision, and this truism applies

particularly to the evaluation of ethical

issues.

4-26: Most Sweeping Overhaul of Business

Deregulation

This clip explores corporate fraud and

sweeping regulation to reform including

directives issued by the Security

Exchange Commission.

Note: Please make sure that the video

file is located in the same folder as the

PowerPoint slides.

4-27: Check Yourself 1 Answers will vary, may include

question concerning:

a. Planning – what are the ethical

standards of the company,

b. Implementation – how should

the ethical standards be

reflected in the marketing

strategy,

c. Control – check whether each

potentially ethical issue raised

in the planning process was

actually successfully addressed.

4-28: Corporate Social Responsibility Explain to students that companies are

involved in a host of activities.

Ask students: Why might some social

commentators suggest that CSR is

unnecessary? Students will realize that

some say the main objective of a

company should be to make money.

But, an understanding of CSR moves

many beyond a shareholder perspective

to recognize that they must appeal to a

vast variety of stakeholders including

countries, suppliers, the environment,

employees and customers.

4-29: Top 20 Admired Companies and Illustrative

CSR Programs

Social responsibility is even one of the

key measures that Fortune magazine

uses to create its list of the most

admired companies.

4-30: Check Yourself 1. Today, companies are

undertaking a wide range of

corporate social responsibility

initiatives, such as establishing

corporate charitable foundations,

supporting and associating with

existing nonprofit groups, supporting

minority activities, and following

responsible marketing, sales, and

production practices. Social

responsibility is even one of the

eight key measures that Fortune

magazine uses to create its list of the

most admired companies.

2. Inputs and outputs are both

consumer, company, and cause.

4-1: Understanding Ethics Using

Scenarios

Click on each scenario to bring up the

picture and questions.

4-2: Scenario 1: R.J. Reynolds An alcohol company cannot promote

excessive drinking but a tobacco

company has no such regulation.

4-3: Scenario 2: Car Manufacturer How do the business units compete if

bribery is standard business practice in

the country?

4-4: Scenario 3: Retailers Lack Ethical

Guidelines

If Marilyn is correct about the brides’

goal of everyone gasping when they

first see her, is she doing the right

thing?

4-5: Scenario 4: Giving Credit Where Credit

Isn’t Due

Lower-income consumers often are

denied credit, and when they get credit

then pay it off, they build their credit.

Rent-to-own and check cashing firms

use this argument to justify their

exorbitant fees and interest rates.

Opponents argue that encouraging

non–credit-worthy consumers to take

credit cards harms them by making

them responsible for debts they likely

cannot pay off.

4-6: Scenario 5: The Jeweler’s Tarnished Image When the owners learn about the

deception, should they immediately

stop using the distributors? Why or why

not?

4-7: Scenario 6: No Wonder It’s So Good Many people believe that legal actions

de facto must be ethical, but are they

really.

If the chance of harm is very low,

should the firm disclose the presence of

the alcohol to avoid any potential

issues?

4-8: Scenario 7: Bright Baby’s Bright Idea Avoiding a large loss often creates the

potential for ethically questionable

actions. Would the Scenario change if

some infants had died from this

product?

4-9: Scenario 8: Money from Mailing Lists Sports Nostalgia Emporium must weigh

the short-term gain of increased sales

versus the long-term negative impact of

customers who may be upset once they

discover that their online behavior is

being tracked.

4-10: Scenario 9: The Blogging CEO Burdick must weigh the short-term

impact of his anonymous blogging

against the long-term negative impact

of customers who may be upset once

they discover his relationship with

ACME Bubblegum.