世界行销讲义之新时代营销决策

• But what does “doing the right thing” mean in an organizational context?
Figure 3.1
Ethical Behaviour in the Marketplace
• Business ethics: rules of conduct for an organization. These are
the basic values that guide a firm’s behaviour. • The difference between what is right and wrong is a very subjective
thing, which is why there is so muHale Waihona Puke Baiduh variation in this area.
Decision Making in the New Era of Marketing
Chapter 3 Lecture Slides
Solomon, Stuart, Carson, & Smith
Your name here Course title/number Date
Chapter Learning Objectives
• Describe the New Era emphasis on quality
• Discuss some of the important aspects of an organization’s internal environment.
• Explain why marketers scan an organization’s external business environment.
educate, and advocate on behalf of consumers. • Their seven (plus one) consumer rights are:
– The right to safety – The right to be informed – The right to be heard – The right to redress – The right to choose – The right to a healthy environment – The right to a consumer education – The right to privacy
• Code of ethics: written standards of
behavior to which everyone in the organization must subscribe. • “The fish stinks from the head” would suggest that employees take their direction from senior managers when considering ethical issues. • Shareholder’s rights, and the behaviour of senior management has come under intense media scrutiny in early 2002, for good reason.
Consumerism: Fighting Back
• Consumerism: a social movement that attempts to protect
consumers from harmful business practices. • The Consumers’ Association of Canada (CAC) was created to inform,
Introduction to the Topic
• Social profit: the benefit an organization and society receive from
the organization’s ethical practices, community service, efforts to promote cultural diversity, and concern for the natural environment.
When you have completed your study of this chapter, you should be able to:
• Explain why organizations have adopted a New Era marketing focus on ethics and social responsibility
AMA Code of Ethics
• The American Marketing Association (AMA) publishes a
code of ethics for marketers on its web site, which consists of four different categories of responsibilities. • To accept responsibility for the consequences of their activities • To not knowingly do harm • To adhere to all applicable laws and regulations • Be honest and fair in all dealings with consumers, clients, employees, suppliers, distributors, and the public. • Avoid participation in conflict of interest situations without prior notice to all parties involved.
• Many organizations have come to recognize that the value of doing the right thing goes beyond the short term public relations benefits that may be gained.