MARKETNG 1001 Lecture Notes - Spring 2018 Lecture 11 - Leaky bucket, Contract manufacturer, Golden Rule
20 Sep 2018
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Document Summary
Moral principles or values that generally govern the conduct of an individual, group or organisation. The standard of behaviour by which conduct is judged. Social criticism of marketing: high pricing, deceptive practices, high-pressure selling, shoddy, harmful or unsafe products, planned obsolescence, poor service to disadvantaged consumers. It is often used as a justification for immoral behaviour. Which plan is consistent with values & commitments of the organisation: what course of action is feasible in the world as it is, golden rule test, family test, tv test. Identify the dilemma: gather all relevant facts, define the ethical issues at stake. Code of ethics: a guideline to help marketing managers and other employees make more ethical decisions, helps control behaviour internally, helps identify acceptable business practices, facilitates discussion about right and wrong, avoids confusion in decision making. Intangibility: a characteristic of services that cannot be touched, seen, tasted, heard or felt in the same manner in which goods can be sensed.
