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Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
7
Students should consider firms that they believe are socially responsible and should justify their answers
as to why that company is socially responsible. What makes a firm irresponsible? What are the
implications for all stakeholders within a firm?
Quiz Yourself
1 As noted in your text, which of the following ranks as the top unethical behavior by employees as
reported by chief marketing officers?
a. Misrepresenting company earnings.
b. Withholding information that could hurt the company's image.
c. Participating in misleading or deceptive sales tactics.
d. Conducting false or misleading advertising.
e. Misrepresenting company sales figures.
2 A firm makes generous donations to charities, but its employees are always being scrutinized for
engaging in questionable sales practices. This firm would be considered:
a. ethical but socially irresponsible.
b. ethical and socially responsible.
c. unethical but socially responsible.
d. unethical and socially irresponsible.
e. neither ethical nor socially responsible.
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?
• Parents benefit from the babysitter aspects of the screen time keeping children occupied and
behaving in a favorable manner.
2 Who has a greater ethical responsibility in relation to children and screen time: companies or
parents? Present arguments for both sides.
Parents have the ultimate responsibility for the growth and development of their children. It is their
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
8
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 them.
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.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
9
Connect Activities
Activity
Type
Learning Objectives 04-
01
02
03
04
05
06
07
Newman’s Own Organics: Ethics and Social
Responsibility
Video Case
X
Understanding How CSR Differs from
Conscious Marketing
Click & Drag
X
Is There an App for Good Parenting?
Case Analysis
X
X
X
X
Zipcar: Conscious Marketing
Video Case
X
X
X
X
iSeeIt Video Case: Ethical Marketing and
Organization Mission
Video Case
X
X
Newman’s Own Organics: Ethics and Corporate Social Responsibility
▪ Activity Type: Video Case
▪ Learning Objectives: 04-03
▪ Difficulty: Medium
▪ Activity Summary: The case describes the ethical climate and corporate social responsibility
program at Newman’s Own Organics. After the video ends, students are asked questions about the
video and related course concepts.
Activity
▪ Introduction: In 1993, Newman's Own Organics was started as a division of the already established
company Newman's Own, a successful brand of packaged goods founded by veteran actor and
philanthropist Paul Newman. Part of its mission is to generate income for Paul Newman's charitable
activities; another is to encourage more organic agriculture.
▪ Concept Review: The process of creating a strong ethical climate within a marketing firm includes
having values that guide decision making and behavior. Everyone within the firm must share the
same understanding of these values. Further, they must be able to translate the values into business
actions and to discuss them in a consistent language. Top management must commit to establishing
an ethical climate, but all employees must carry out this commitment because the roots of ethical
conflict are often the competing values of individuals.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
Review the Newman’s Own Organics website (http://www.newmansownorganics.com/index.php) and
Facebook page (linked to the website home page). If you had visited the site without viewing the video,
how much of the Newman’s Own Organics social responsibility message would you have been able to
understand? Should Newman’s Own change their site to make some messages “louder”?
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
10
Understanding How CSR Differs from Conscious Marketing
▪ Activity Type: Click & Drag
▪ Learning Objectives: 04-03
▪ Difficulty: Hard
▪ Activity Summary: Students read descriptions of different firm actions and must classify them as
examples of CSR or conscious marketing.
Activity
▪ Introduction: A firm that engages in conscious marketing is recognizing that it has a purpose higher
than making a profit. Corporate social responsibility (CSR) is an element of conscious marketing and
generally refers to a firm’s understanding that it has responsibilities to society. This exercise is
important because it will help you understand that because of the complexities of conscious
marketing, not all socially responsible firms are able to engage in conscious-marketing efforts.
Is There an App for Good Parenting?
▪ Activity Type: Case Analysis
▪ Learning Objectives: 04-01, 04-04, 04-06, 04-07
▪ Difficulty: Medium
▪ Activity Summary: This case discusses the issue of screen time for babies and toddlers, exploring
both current research on its impact and products intended for use by very young children. After
reading the case, students answer questions applying marketing ethics frameworks to the issue.
Activity
▪ Introduction: Do the risks of “screen time” for small children outweigh the potential benefits? That is
what this case considers. This activity is important because ethical dilemmas arise every day in
business decision making, and managers (especially marketers) must consider all aspects of a
situation in order to make the best decisions.
Zipcar: Conscious Marketing
▪ Activity Type: Video Case
▪ Learning Objectives: 04-03, 04-04, 04-05, 04-06
▪ Difficulty: Medium
▪ Activity Summary: Zipcar sees its corporate mission as more than just making a profit: the company
seeks to make the world better through its core operations. The video case explores Zipcar’s
conscious marketing program. After the video ends, students are asked questions about the video
and related course concepts.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11
Activity
▪ Introduction: Conscious marketing is built into the DNA at Zipcar. The company feels that it forges
deeper relationships with customers, creating a “community of Zipsters,” through these efforts. The
video case describes some of these initiatives. This activity is important because consumers
increasingly seek to forge relationships with brands that share the consumer’s core values. The goal
of this exercise is to test your understanding of frameworks of ethical, socially responsible, and
conscious marketing by applying them to the Zipcar example.
▪ Video: After the video ends, students are asked questions about the video and related course
concepts.
ISeeIt Video Case: Ethical Marketing and Organization Mission
▪ Activity Type: Video Case
▪ Learning Objectives: 04-02, 04-03
▪ Difficulty: Easy
▪ Activity Summary: This iSeeIt video case considers two job offers a student receives from
organizations with very different ethical climates, using these differences to explore concepts related
to ethical marketing.
Activity
▪ Introduction: Ethics serve an increasingly important role in guiding the marketing activities of today’s
organizations. From corporate social responsibility to the internal ethics of employees, how an
organization acts and completes operating activities have become important considerations for
stakeholders at all levels. This can be seen from an employee perspective as Justin weighs two very
different job opportunities at Hope Springs and Big Box Co. On one hand, Hope Springs truly cares
about its employees, its customers, and the world in general, as it is highly focused on both employee
ethics and corporate social responsibility. On the other hand, Big Box Co. is one of the largest
employers in retail and is very active when it comes to corporate social responsibility. However, the
company takes an external approach and has a limited focus on employee ethics. In addition,
customer driven websites offer reviews that are less than flattering. While both organizations focus on
profits, how they get there and what they do with revenue is vastly different.
▪ Video: After the video ends, students are asked questions about the video and related course
concepts.
