Ethical Marketing

by Murphy, Patrick E.; Laczniak, Gene R.; Bowie, Norman E.; Klein, Thomas A.

• ISBN13: 9780131848146
• ISBN10: 0131848143
• Edition: 1st
• Format: Paperback
• Copyright: 2004-08-25
• Publisher: Pearson

Summary

This book examines, discusses and provides guidance on ethical issues facing marketing practitioners. It begins with an examination of the major ethical theories and applies them in a marketing context. This book accentuates the positive practices that business firms can employ to bring about more ethical marketing.Coverage provides a thorough examination of marketing ethics (advertising, product safety and targeting markets) as well as marketing research, product counterfeiting, channels of distribution, selling practices and how to implement ethics into marketing organizations.For marketing practitioners and those in the business ethics field.

Table of Contents

ACKNOWLEDGMENTS	xiii
INTRODUCTION	xv
Chapter One ETHICAL REASONING AND MARKETING DECISIONS	1	(47)
Views of Marketing Ethics	2	(8)
A Personal View of Marketing Ethics,	3	(1)
An Organizational View: Corporate Versus Individual Ethics-Is There a Difference?	3	(2)
An Industry View,	5	(1)
A Societal View,	5	(1)
A Stakeholder View,	6	(4)
Principles for Ethical Decision Making	10	(7)
ABCs of Marketing Ethics,	10	(3)
Maxims for Ethical Marketing,	13	(4)
The Importance of Ethical Theory	17	(2)
Two Pseudo "Ethical" Approaches	19	(2)
Cultural and Ethical/Moral Relativism,	19	(1)
Managerial or Organizational Egoism,	20	(1)
Comprehensive Ethical Theories	21	(14)
Consequences-based Theories,	21	(4)
Duty-based Theories,	25	(3)
Contract-based Theories,	28	(2)
Virtue-based Ethics,	30	(5)
Religious Models of Marketing Ethics	35	(5)
Roman Catholic Social Thought,	35	(2)
Jewish Ethical Tradition,	37	(1)
Islamic Ethical Tradition,	37	(1)
Confucian Ethics,	38	(1)
Buddhist Ethical Imperatives,	38	(2)
Hindu Ethics,	40	(1)
Other Theoretical Developments in Marketing Ethics	40	(3)
The Moral Development Model,	40	(2)
Ethical Behavior in Marketing,	42	(1)
Ideas for Ethical Marketing	43	(4)
Concluding Comment	47	(1)
Chapter Two ETHICS IN RESEARCHING AND SEGMENTING MARKETS	48	(33)
Professionalism and Ethics	49	(1)
Duties and Obligations of Researchers	50	(8)
What Researchers Owe Respondents,	51	(2)
The Duty Not to Engage in Deceptive Practices,	53	(2)
The Duty Not to Invade Privacy,	55	(2)
The Duty to Manifest Concern for Respondents,	57	(1)
What Researchers and Clients Owe One Another	58	(4)
Forthright Research Designs,	59	(1)
Researcher Responsibility to Clients,	60	(1)
The Client's Responsibility to the Researcher,	61	(1)
What Researchers Owe the Public	62	(2)
Incomplete Reporting,	63	(1)
Misleading Reporting,	63	(1)
Nonobjective Research,	64	(1)
Competitive Intelligence Gathering	64	(4)
Competitive Intelligence on the Web,	67	(1)
How to Discourage Cl,	67	(1)
How to Do CI Ethically,	68	(1)
Target Markets: Some Special Ethical Concerns	68	(7)
Children,	71	(1)
Tweens,	72	(1)
Teens,	73	(1)
Older Consumers,	73	(1)
Market Illiterates,	74	(1)
Ideas for Ethical Marketing	75	(5)
Concluding Comment	80	(1)
Chapter Three PRODUCT MANAGEMENT ETHICS	81	(33)
Product Safety	82	(8)
Warranties,	83	(1)
Product Liability Law,	84	(2)
Regulation by Federal Agencies,	86	(4)
Product Counterfeiting	90	(2)
Socially Controversial Products	92	(12)
Cigarettes,	92	(2)
Alcohol Products,	94	(2)
Environmentally Incompatible Products,	96	(3)
Planned Obsolescence,	99	(3)
Products in Poor Taste,	102	(1)
Not-So-Healthy Foods,	103	(1)
Ethical Branding Concerns	104	(3)
Breaking Brand Promises,	105	(1)
Abusing Brands' Powers of Meaning Creation,	105	(1)
Questionable Behavior in Defense of the Brand's Reputation,	106	(1)
Underlying Causes of Unethical Branding,	106	(1)
Ethical Branding Practices	107	(1)
Ethical Product Management	107	(2)
How to Evaluate Ethics in Product Management	109	(1)
Ideas for Ethical Marketing	110	(2)
Concluding Comment	112	(2)
Chapter Four ETHICAL ISSUES IN DISTRIBUTION CHANNELS AND PRICING	114	(37)
Channel of Distribution Issues	116	(21)
Overarching Ethical Concerns,	118	(2)
Ethics in Purchasing/Supply Management/Procurement,	120	(5)
Ethics in Channel Management,	125	(4)
Ethics in Wholesaling,	129	(1)
Ethics in Franchising,	130	(2)
Ethics in Retailing,	132	(5)
Ethics in Logistics Management,	137	(1)
Pricing Issues	137	(10)
Ethics in Price Setting,	140	(7)
Ideas for Ethical Marketing	147	(2)
Concluding Comment	149	(2)
Chapter Five ETHICS IN ADVERTISING AND ON THE INTERNET	151	(35)
The Power and Complexity of Advertising	152	(1)
Advertising and Society	153	(4)
Criticisms of Advertising,	154	(1)
Defenses for Advertising,	155	(2)
Regulating Advertising Practices	157	(2)
Ethics and the Advertising Industry	159	(1)
Ethical Issues Facing Advertising	159	(11)
Persuasion and Advertising,	159	(2)
Emphasizing Insignificant Differences,	161	(1)
Agency-Client Relations,	162	(1)
Advertisers' Ethical Responsibility to Audiences,	163	(4)
The Role of the Media in Advertising Ethics,	167	(3)
Ethics in Internet Advertising and Marketing	170	(5)
Intrusiveness,	171	(1)
Online Privacy,	171	(2)
Promotion of Questionable Products,	173	(2)
Issues of Consumer Ethics,	175	(1)
Positive Developments and Future Challenges for Ethics in Advertising	175	(2)
Advertisers and Ethical Principles in Action	177	(2)
Ethical Principles for Advertising,	178	(1)
Ideas for Ethical Marketing	179	(4)
Comment	183	(3)
Chapter Six PERSONAL SELLING ETHICS	186	(26)
Why Personal Selling Presents Particularly Difficult Ethical Questions	189	(2)
Selling and the Law	191	(2)
Federal Regulations,	191	(1)
State and Local Regulations,	192	(1)
The Gray Areas of Selling	193	(8)
Company Assets,	193	(1)
Relationship with Customers,	193	(2)
Relationships with Competitors,	195	(1)
Relationships with Fellow Workers and Supervisors,	195	(1)
Conflicts of Interest,	196	(1)
Gifts and Entertainment,	196	(2)
Bribery and Facilitation,	198	(2)
When Sales Reps Are Most Pressured to Compromise Their Ethics,	200	(1)
Sales Management Ethics	201	(3)
Managing Sales Territories,	201	(1)
Setting Sales Quotas,	201	(1)
Controlling Sales Messages,	202	(1)
Sexual Harassment,	203	(1)
Direct Marketing and Selling	204	(1)
Irritation, Unfairness, and Deception,	204	(1)
Invasions of Privacy,	204	(1)
Perceived Pressure,	205	(1)
Response of Direct Marketers,	205	(1)
Ideas for Ethical Marketing	205	(5)
A Framework to Evaluate Sales Ethics	210	(1)
Concluding Comment	211	(1)
Chapter Seven IMPLEMENTING AND AUDITING ETHICAL MARKETING	212	(29)
Organizing for Marketing Ethics Implementation	214	(8)
Formal Corporate Policies,	214	(8)
Corporate Culture: The Informal Organization	222	(3)
Enacting Ethical Marketing Policies	225	(6)
Implementation Responsibilities,	225	(3)
Implementation Tasks,	228	(3)
The Concept of an Ethical Audit	231	(3)
Types of Ethical Audits,	231	(1)
Company Examples of Ethical Audits,	232	(1)
Questions on Functional Areas,	232	(1)
Using the Ethical Audit,	233	(1)
Ideas for Ethical Marketing	234	(1)
Closing Comments	235	(6)
Appendix 7A: Marketing Functions Audit	241	(4)
Appendix 7B: Ethical Compliance Audit	245	(2)
Appendix 7C: Ethical Climate Audit	247	(1)
NOTES	248	(10)
ABOUT THE AUTHORS	258	(2)
INDEX	260