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Chapter 8 Ethics and Social Responsibility in Marketing Strategy
Exercise 8.1 Lockheed Martin
http://www.lockheedmartin.com/us/who-we-are/ethics.html
1. Read about ethics at Lockheed Martin. How has the firm successfully integrated marketing ethics
throughout its corporate culture and marketing program?
2. Visit the company’s Integrity Minute page and view the latest video series
(http://www.lockheedmartin.com/us/who-we-are/ethics/iminute.html). Do you feel that training
materials like these are effective in establishing an ethical culture at Lockheed Martin?
Exercise 8.2 McDonald’s
http://www.aboutmcdonalds.com/mcd/sustainability/our_focus_areas.html
1. Read about McDonald’s social responsibility initiatives. How has McDonald’s integrated social
responsibility with its marketing strategy?
2. Are you surprised at McDonald’s level of involvement in giving back to its communities? Other
than Ronald McDonald House Charities, why have most consumers never heard of McDonald’s
many philanthropic initiatives?
