Marketing Chapter 3 Homework ethical theory that compares a current ethical dilemma with examples of similar ethical dilemmas and their outcomes

Unlock access to all the studying documents.

View Full Document

website, in whole or in part.

Instructor Manual

Lamb/Hair/McDaniel, MKTG 13E, ISBN 9780357127810; Chapter 3: Ethics and Social

Responsibility

Table of Contents

Purpose and Perspective of the Chapter …………………………………………………………………………. 2

Cengage Supplements …………………………………………………………………………………………………… 2

Learning Outcomes ……………………………………………………………………………………………………….. 2

Complete List of Chapter Activities and Assessments ……………………………………………………… 3

Key Terms ……………………………………………………………………………………………………………………… 4

What’s New in This Chapter ……………………………………………………………………………………………. 6

Chapter Outline …………………………………………………………………………………………………………….. 6

Discussion Questions …………………………………………………………………………………………………… 13

Additional Activities and Assignments …………………………………………………………………………… 14

Additional Resources ……………………………………………………………………………………………………. 19

External Videos or Playlist ……………………………………………………………………………………………………….. 19

Appendix …………………………………………………………………………………………………………………….. 20

Generic Rubrics ……………………………………………………………………………………………………………………… 20

Standard Writing Rubric …………………………..……………………………………………………………………………… 20

Standard Discussion Rubric ……………………………………………………………………………………………………… 21

website, in whole or in part.

Purpose and Perspective of the Chapter

The purpose of this chapter is to learn about the factors that make up an ethical society,

including rules, laws, codes of conduct, and self-regulation. The chapter introduces the

Cengage Supplements

The following product-level supplements provide additional information that may help you

in preparing your course. They are available in the Instructor Resource Center.

• Transition Guide (provides information about what’s new from edition to edition)

• Educator’s Guide (describes assets in the platform with a detailed breakdown of

activities by chapter with seat time)

Learning Outcomes

The following learning outcomes are addressed in this chapter:

3-1 Explain the determinants of a civil society.

3-2 Explain the concept of ethical behavior.

Complete List of Chapter Activities and Assessments

For additional guidance refer to the Teaching Online Guide.

Chapter

Learning

Outcome

PPT slide

Activity/Assessment

Duration

Certification

Standard

N/A

MindTap: Why Does the

Marketing Plan Matter to

Me?

5 minutes

BUSPROG:

Reflective

Thinking

DISC: Marketing

Plan

3-1

MindTap: Learn It 3-1:

Determinants of a Civil

Society

5 minutes

BUSPROG:

Ethics

DISC: Strategy

3-2

MindTap: Learn It 3-2:

The Concept of Ethical

Behavior

5-10 minutes

BUSPROG:

Ethics

DISC: Strategy

3-3

MindTap: Learn It 3-3:

Ethical Behavior in

Business

10 minutes

BUSPROG:

Ethics

DISC: Strategy

3-4

MindTap: Learn It 3-4:

Corporate Social

Responsibility

10 minutes

BUSPROG:

Ethics

DISC: Strategy

3-5 – 3-6

MindTap: Learn It 3-5

and 3-6: Arguments for

and Against Social

Responsibility and

Cause-Related Marketing

10 minutes

BUSPROG:

Ethics

DISC: Marketing

Plan

Analytic

DISC: Marketing

Plan

DISC: Strategy

3-1

Knowledge Check 1

5 minutes

BUSPROG:

DISC: Strategy

3-2

Discussion 1 in PPT

10 minutes

BUSPROG:

Ethics

DISC: Strategy

3-2

Poll in PPT

10 minutes

BUSPROG:

Ethics

DISC: Strategy

3-3

Group Activity 1 in PPT

30-35 minutes

BUSPROG:

Ethics

DISC:

Online/Computer

3-3

Discussion 2 in PPT

10 minutes

BUSPROG:

DISC: Strategy

3-5

Group Activity 2 in PPT

30-25 minutes

BUSPROG:

Ethics

DISC:

Online/Computer

[return to top]

Key Terms

Behavioral norms: standards of proper or acceptable behavior. Several modes of social

control are important to marketing.

Casuist ethical theory: ethical theory that compares a current ethical dilemma with

examples of similar ethical dilemmas and their outcomes.

Cause-related marketing: the cooperative marketing efforts between a for-profit firm and

an nonprofit organization.

Foreign Corrupt Practices Act (FCPA): a law that prohibits U.S. corporations from making

illegal payments to public officials of foreign governments to obtain business rights or

enhance their business dealings in those countries.

Pyramid of corporate social responsibility: a model that suggests corporate social

responsibility is composed of economic, legal, ethical, and philanthropic responsibilities

and that a firm’s economic performance supports the entire structure.

Social control: any means used to maintain behavioral norms and regulate conflict.

Stakeholder theory: ethical theory stating that social responsibility is paying attention to

the interest of every affected stakeholder in every aspect of a firm’s operation.

What’s New in This Chapter

The following elements are improvements in this chapter from the previous edition:

• New discussion of AI to make ethical decisions when applied to marketing

applications.

• New list of the world’s most ethical companies.

• New discussion of consumer trust.

[return to top]

Chapter Outline

In the outline below, each element includes references (in parentheses) to related content. “LO

CH–##” refers to the chapter learning outcome; “PPT Slide #” refers to the slide number in the

1. Determinants of A Civil Society (LO 3-1, PPT Slide 3, DISC: Strategy)

a. Social control is any means used to maintain behavioral norms and regulate

conflict.

b. Behavioral norms are standards of proper or acceptable behavior. Several

modes of social control are important to marketing:

• Ethics: Ethics are the moral principles or values that generally govern the

conduct of an individual or a group. Ethical rules and guidelines, along with

customs and traditions, provide principles of right action.

2. The Concept of Ethical Behavior (LO 3-2, PPT Slide 7, DISC: Strategy)

a. Ethics can be viewed as the standard of behavior by which conduct is judged.

Standards that are legal may not always be ethical, and vice versa. Laws are the

values and standards enforceable by the courts. Ethics consists of those unwritten

rules we have developed for our interactions with one another.

Example: The concept of ethics can be explained by using line-cutting as an

b. Many ethical dilemmas develop from conflicts between the differing interests of

company owners and their workers, customers, and the surrounding community.

Managers must produce a reasonable profit for the company’s shareholders while

maintaining honesty in business practices and concern for environmental and

social issues. While the boundaries of what is legal and what is not are often fairly

clear (e.g., do not run a red light, do not steal money from a bank, and do not kill

anyone), the boundaries of ethical decision making are predicated on which

ethical theory one is following.

c. Ethical Theories: There are several ethical theories that apply to marketing.

• Deontological theory states that people should adhere to their obligations

o Act utilitarianism. A person performs the acts that benefit the most people,

regardless of personal feelings or societal constraints such as laws.

o Rule utilitarianism. A rule utilitarian seeks to benefit the most people but

through the fairest and most just means available.

• Casuist ethical theory compares a current ethical dilemma with examples of

3. Ethical Behavior in Business (LO 3-3, PPT Slide 1-9, DISC: Strategy)

a. Morals are the rules people develop as a result of cultural values and norms.

Culture is a socializing force that dictates what is right and wrong. Moral standards

may also reflect the laws and regulations that affect social and economic behavior.

Thus, morals can be considered a foundation of ethical behavior.

c. “Good” and “bad” can also refer to “conforming” and “deviant” behaviors. A doctor

who runs large ads offering discounts on open-heart surgery would be considered

bad, or unprofessional, because he or she is not conforming to the norms of the

medical profession. “Good” and “bad” also express the distinction between law-

abiding and criminal behavior.

• Potential magnitude of the consequences: The greater the harm done to

victims, the more likely that marketing professionals will recognize a problem as

unethical.

• Social consensus: The greater the degree of agreement among managerial

peers that an action is harmful, the more likely that marketers will recognize a

problem as unethical.

• Probability of a harmful outcome: The greater the likelihood that an action will

result in a harmful outcome, the more likely that marketers will recognize a

problem as unethical.

as unethical.

f. Ethical Guidelines and Training: A code of ethics is a guideline to help marketing

managers and other employees make better decisions. Creating ethics guidelines

has several advantages:

• A code of ethics helps employees identify what their firm recognizes as

acceptable business practices.

g. Ethics in Other Countries: Ethical beliefs often vary between cultures. Certain

practices, such as the use of illegal payments and bribes, are far more acceptable in

some places than in others, though enforced laws are increasingly making this

4. Corporate Social Responsibility (LO 3-4, PPT Slide 29, DISC: Marketing Plan)

a. Corporate social responsibility (CSR) is a business’s concern for society’s welfare.

This concern is demonstrated by managers who consider both the long-range best

interests of the company and the company’s relationship to the society within

which it operates.

b. Stakeholders and Social Responsibility: Stakeholder theory is an ethical theory

stating that social responsibility is paying attention to the interest of every affected

stakeholder in every aspect of a firm’s operation. As shown in Exhibit 3.2, the

stakeholders in a typical corporation include the following:

• Employees

PRESENTATION VISUAL: Exhibit 3.2 Stakeholders in a Typical Corporation

c. Pyramid of Corporate Social Responsibility: The pyramid of corporate social

responsibility is a model that suggests corporate social responsibility is composed

of economic, legal, ethical, and philanthropic responsibilities and that a firm’s

economic performance supports the entire structure, as illustrated in Exhibit 3.3. At

PRESENTATION VISUAL: Exhibit 3.3 The Pyramid of Corporate Social

Responsibility

5. Arguments For and Against Corporate Responsibility (LO 3-5, PPT Slide 33, DISC:

Strategy)

a. CSR can be a divisive issue. Some analysts believe that a business should focus on

making a profit and leave social and environmental problems to nonprofit