MKT 100 Lecture Notes - Lecture 4: Consumer Reports, Danone, Business Ethics

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Daryl D' Souza

Document Summary

Chapter 18 (tb chapter 17) ethics and social responsible marketing. For marketers, the firms ability to build and maintain consumer trust by conducting ethical transactions must be of paramount importance. Marketing ethics: refers to those ethical problems that are specific to the domain of marketing. Can include societal issues such as the use of products that might damage the environment, global issues such as sweatshops and even individual consumer issues. Ethical climate: the set of values within a marketing firm or in the marketing division of any firm that guides decisions making and behaviour. Top management must commit, but employees in the firm must be dedicated because the roots of ethical conflict often are the competing values of individuals. The influence of personal ethics why people act unethically. To avoid these ethical consequences, the long term goals of the firms must be aligned with the short term foals of each individual within the firm.