BU352 Lecture Notes - Consumerism, Swot Analysis, Marketing Mix
Document Summary
When customers can"t trust a company or believe that it is not acting responsibly, it will not support it by buying its products or investing in stocks. Marketing ethics: refers to those ethical problems that are specific to the domain of marketing. Issues: societal (products that damage environment), global (sweatshops), individual (deceptive advertising, marketing dangerous products) Many people do not trust marketing, but marketing has many opportunities to interact with outsiders so people can see if acting ethically. Want to act ethically as marketing is about building trust. Ethical climate: the set of values within a marketing firm, or in the marketing division of any firm, that guides decision making and behaviour. Want a strong ethical climate and strong set of values. Everyone must understand these values and how they translate into business activities. Have code of ethics that the profession agrees to follow. Generally accepted code in marketing by the canadian marketing association for ethics.
