Ethical Marketing

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

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ISBN: 9780131848146 | 0131848143
Cover: Paperback
Copyright: 8/25/2004

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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.

ACKNOWLEDGMENTS

xiii

INTRODUCTION

Chapter One ETHICAL REASONING AND MARKETING DECISIONS

(47)

Views of Marketing Ethics

(8)

A Personal View of Marketing Ethics,

(1)

An Organizational View: Corporate Versus Individual Ethics-Is There a Difference?

(2)

An Industry View,

(1)

A Societal View,

(1)

A Stakeholder View,

(4)

Principles for Ethical Decision Making

(7)

ABCs of Marketing Ethics,

(3)

Maxims for Ethical Marketing,

(4)

The Importance of Ethical Theory

(2)

Two Pseudo "Ethical" Approaches

(2)

Cultural and Ethical/Moral Relativism,

(1)

Managerial or Organizational Egoism,

(1)

Comprehensive Ethical Theories

(14)

Consequences-based Theories,

(4)

Duty-based Theories,

(3)

Contract-based Theories,

(2)

Virtue-based Ethics,

(5)

Religious Models of Marketing Ethics

(5)

Roman Catholic Social Thought,

(2)

Jewish Ethical Tradition,

(1)

Islamic Ethical Tradition,

(1)

Confucian Ethics,

(1)

Buddhist Ethical Imperatives,

(2)

Hindu Ethics,

(1)

Other Theoretical Developments in Marketing Ethics

(3)

The Moral Development Model,

(2)

Ethical Behavior in Marketing,

(1)

Ideas for Ethical Marketing

(4)

Concluding Comment

(1)

Chapter Two ETHICS IN RESEARCHING AND SEGMENTING MARKETS

(33)

Professionalism and Ethics

(1)

Duties and Obligations of Researchers

(8)

What Researchers Owe Respondents,

(2)

The Duty Not to Engage in Deceptive Practices,

(2)

The Duty Not to Invade Privacy,

(2)

The Duty to Manifest Concern for Respondents,

(1)

What Researchers and Clients Owe One Another

(4)

Forthright Research Designs,

(1)

Researcher Responsibility to Clients,

(1)

The Client's Responsibility to the Researcher,

(1)

What Researchers Owe the Public

(2)

Incomplete Reporting,

(1)

Misleading Reporting,

(1)

Nonobjective Research,

(1)

Competitive Intelligence Gathering

(4)

Competitive Intelligence on the Web,

(1)

How to Discourage Cl,

(1)

How to Do CI Ethically,

(1)

Target Markets: Some Special Ethical Concerns

(7)

Children,

(1)

Tweens,

(1)

Teens,

(1)

Older Consumers,

(1)

Market Illiterates,

(1)

Ideas for Ethical Marketing

(5)

Concluding Comment

(1)

Chapter Three PRODUCT MANAGEMENT ETHICS

(33)

Product Safety

(8)

Warranties,

(1)

Product Liability Law,

(2)

Regulation by Federal Agencies,

(4)

Product Counterfeiting

(2)

Socially Controversial Products

(12)

Cigarettes,

(2)

Alcohol Products,

(2)

Environmentally Incompatible Products,

(3)

Planned Obsolescence,

(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

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Ethical Marketing

Summary

Table of Contents

Supplemental Materials