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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.
