PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
4-1: Marketing Ethics
4-2: Marketing Ethics These questions are the learning objectives
guiding the chapter and will be explored in more
detail in the following slides.
4-3: Consumer Privacy 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.
However, 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 does this ad compares to
other ads they see for drinking?
They might note that they use a lighter fear
appeal.
Ask students: Do you 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: 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.
4-7: 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?
4-8: 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?
4-9: 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.
4-10: 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.
4-11: Competing Outcomes Ask students: Which option would you choose?
How do you think various people make such
choices?
4-12: 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?
4-13: A Framework for Ethical Decision
Making
This concept is broken down in the next slides.
4-14: Step 1: 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?
4-15: Step 2: 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.
4-16: Step 3: Brainstorm and Evaluate
Alternatives
The alternative solutions depend on the type of
ethical issue and how the stakeholders are
affected.
4-17: Step 4: 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.
4-18: Check Yourself Stage 1: Identify Issues
Stage 2: Gather Information and Identify
Stakeholders
Stage 3: Brainstorm Alternatives
Stage 4: Choose a Course of Action
4-19: 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.
4-20: 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.
4-21: Newman’s Own This is a good opportunity to discuss Newman’s
Own Organics.
4-22: 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.
4-23: Control Phase Any plan requires constant evaluation and
revision, and this truism applies particularly to
the evaluation of ethical issues.
4-24: 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.
4-25: Check Yourself 1 Answers will vary, may include questions
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—heck whether each potentially
ethical issue raised in the planning
process was actually successfully
addressed.
4-26: 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.
4-27: 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.
4-28: 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. Examples include elements of employees,
customers, the marketplace, and society.
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.
Instructors can teach the various metrics by using Application Questions 4, 5, 6 where students
are divided into groups 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: This exercise can also
be transferred to the online setting by assigning one metric to each team then asking the other
teams to critique it and/or add their suggestions.
Most students aren’t aware of the American Marketing Association Code of Ethics. Instructors
should fully address this, which can be done by asking students to give an example of how the
AMA ethical values (honesty, responsibility, fairness, respect, openness, and citizenship) are
used in marketing. Another exercise may be for students to identify an advertisement or a
marketing situation that did not adhere to the AMA Code of Ethics and the subsequent outcome.
Usually, that outcome is detrimental to the companies, which demonstrates the effectiveness of
following the AMA Code of Ethics. 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 is a
legal requirement when it is not. Start students off with this topic by asking if social
responsibility is a legal requirement. The discussion should turn to examples of social
responsibility and why it is important (from the marketing viewpoint) for the organization to be
involved in social responsibility.
Online Tip: Have students write up social responsibility problems (from the stakeholder’s
viewpoint) in a post and have their peers reply back as to what they would do in the situation.