When Hefty Bags expresses
concern that its products are
having too great an impact on
the pollution of ground water!
ABCAC has rained more
than $25 million for breast
• S.R. refers to a company’s
obligation to _____________ its
________ impact and _________
its __________ impact on society.
• S.R. is a vital factor in major
• S.R. deals with the _________
___________ of all marketing
decisions on society
• S.R. dimensions include
__________, and ___________
Benefits of Socially responsible
• Positively impacting local _______
• Creating ____________ toward the
• Generating _________ for the firm
• Attracting ________________
The adoption of a _________ focus for
fulfilling the economic, legal, ethical,
and philanthropic social
responsibilities expected by
Stakeholders: Any ____________ who
has a claim in some aspect of a
company’s ___________, operations,
________, industry, or ___________.
Social Responsibility Dimensions
(Pyramid of Social Responsibility)
_______________: Be a
good Corp. citizen
______________: Be ethical
_____________: Obey the Law
_________________: Be profitable
Sometimes business must find a balance
between society’s _____________ for
social responsibility & investors’
desires for ________________.
Law is society’s
right and wrong.
rules of the game!
Marketing ethics: __________ &
_____________ that define
acceptable conduct in marketing.
Contribute resources to the community
to improve ___________________.
Cause-Related Marketing: the practice of
______________ a firm’s _________ to a
particular ________ cause.
i.e., Every time
customers used their
card, A.E. donated
money to the Statue of
the specific development, pricing,
promotion, and distribution of
products that _______________ the
Objectives of marketing programs
designed to sustain the environment:
1. Eliminate the concept of _________.
2. Make prices reflect the __________
of a product.
3. _________ the concept of a product.
4. Make environmentalism __________
Xerox’s Asset Recycle Management
program encourages customers to
return used ink cartridges to be
recycled into new ones.
In Europe (1992),
companies can voluntarily
apply for a Eco-label to
indicate that their product
is less harmful to the
competing products. 4-15
the efforts of independent individuals,
groups, and organizations to protect the
Ralph Nader: consumer ____________
Consumer Bill of Rights (4):
1. Right to _________: all
products must be safe for
their intended use, must
include thorough and
explicit ____________ for
proper and safe use.
2. Right to be ___________: means that
consumers should have access to and
the opportunity to review all _______
__________ about a product _______
___________ warranty information
Our knives are warranted to be free of defects
in materials and workmanship for as long as
you own the product(s). To obtain a
replacement, return your damaged knife/knives
postage paid to Quikut, 118 East Douglas (or
Post Office Box 29), Walnut Ridge, AR 72476
along with a check for $2 per knife (U.S.) or $3
per knife (Canada). Your warranty papers may
indicate an old Fremont, OH or Germantown,
TN address which you should not use. Mail is
no longer forwarded from those locations.
3. Right to ________: consumers
should have access to ___________ of
products and services at ___________
4. Right to be _______: the idea that
consumers’ interests should receive
full and ________________
consideration in the formulation of
The Nature of Ethics
• When marketers’ activities deviate from
________ standards, the exchange process
can _____________, resulting in customer
dissatisfaction, lack of trust, and lawsuits.
• An ethical issue is an _________ problem,
situation, or opportunity requiring an
individual to choose from among several
____________ that must be evaluated as
_________________, ethical or unethical.
Ethical Issues Related to the
• Product Issue: marketers fail to ________
information to consumers about the _____
associated with using a product.
• Promotion: ____________ and/or
• i.e., a cereal company advertises
that its newest product can lower
cholesterol even thought the
company cannot prove this claim.
ethical issues: forcing
behave in a ________
Pricing: price fixing,
________ pricing &
Factors that influence the ethical
Ethical marketing decisions
1. _________ (Organizational) culture:
A set of ______, belief, goals, _____,
and rituals that members of an
organization ______. i.e., taking items
home because everyone else is doing
2. Organizational _____________:
3. _____________ executives:
4. Coworkers: The ______ a person
is exposed to unethical activity in
the organization, the ______ likely
he or she will behave unethically.
it is a favorable set of conditions that
limit _______ or provide _________.
• Individuals most often base their
decisions on their _______________ and
principles of ______________________.
• Study of Students:
_________% indicated that they feel it is
important to be a person of “good
____% admitted to cheating on an exam
____% confessed to lying to their parents
As a media buyer for the Bergiel
Agency, Michelle knows that no one
ever checks to see if her phone calls are
business related or personal. With regard
to ethical behavior, this situation relates
most closely to:
A. individuals C. exposure
B. opportunity D. reward
Which of the following would be consistent
with Johnson Chemicals’ understanding of the
“Bad Apple” concept of improving the ethical
conduct of salespeople
A. Retraining unethical salespeople
B. Publishing ethical guidelines for
C. Using customers to review ethical
D. Firing unethical salespeople
E. None of the above
It is possible to improve ethical
behavior in an organization by:
improving the organization’s
___________ unethical persons.
Ethical choices in business situation
are most often made _________ in
work __________ and__________.
__________ of Conducts
Formalized _______ and
____________ that describe what
the company expects of its
employees in terms of ________
Social Responsibility vs.
• Social Responsibility deals with the
_____________ of marketing
decisions on _________.
• Marketing Ethics relates to
___________ and ___________
evaluations in __________ situations.