978-1259446290 Chapter 4 Solution Manual

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Chapter 4

Marketing Ethics

Tools For Instructors

Brief Chapter Outline

Learning Objectives

Extended Chapter Outline with Teaching Tips

PowerPoint Slides with Teaching Notes

Additional Teaching Tips

Brief Chapter Outline

The Scope of Marketing Ethics

Ethical Issues Associated with Marketing Decisions

Learning Objectives

LO 4-1 Identify the ethical values marketers should embrace.

Being a part of an ethically responsible firm should be important to every employee, but it is

fairness, respect, openness, and citizenship.

LO 4-2 Distinguish between ethics and social responsibility.

Individuals and firms can (and should) act ethically, but the outcome of their acts may not affect

natural disaster like a hurricane.

LO 4-3 Identify the four steps in ethical decision-making.

First, firms can include ethics and social responsibility in their corporate mission. Second, they

decision-making metric shown in Exhibit 4.3.

LO 4-4 Describe how ethics can be integrated into a firm’s marketing strategy.

Ethical and socially responsible considerations should be integrated into the firm’s mission

responsible manner. If not, they should make changes to the marketing strategy.

LO 4-5 Describe the ways in which corporate social responsibility programs help various

stakeholders.

To answer this question, we first have to identify the various stakeholders of a company, namely,

customers, employees, the marketplace, and society. CSR benefits these stakeholders as follows:

cases are numerous—cleaner air and water, aid to the underprivileged, and healthier product

options all can result from CSR by companies.

Extended Chapter Outline With Teaching Tips

I. The Scope Of Marketing Ethics (PPT slide 4-5)

A. The Influence of Personal Ethics (PPT slide 4-8)

C. A Framework for Ethical Decision Making (PPT slide 4-13)

4. Step 4: Choose a Course of Action (PPT slide 4-17)

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 4-18)

1. Identify the stages in the ethical decision-making framework.

choose a course of action.

II. Integrating Ethics Into Marketing Strategy (PPT slide 4-19)

A. Planning Phase (PPT slide 4-20)

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 4-25)

1. What ethical questions should a marketing manager consider at each stage of the

marketing plan?

Answer: In the planning phase, an ethical issue might be whether to include a

potential ethical lapse.

III. Corporate Social Responsibility (PPT slide 4-26)

A. Employees

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 4-28)

1. How has corporate social responsibility evolved since the turn of the twentieth-first

century?

Answer: Today, companies are undertaking a wide range of corporate social

and following responsible marketing, sales, and production practices.

2. Provide examples of each of the stakeholders that firms should consider in their

corporate social responsibility efforts.

society.