Академический Документы
Профессиональный Документы
Культура Документы
12
12-2
Exhibit 12.1
12-4
Exhibit 12.2
12-5
Exhibit 12.3
12-6
Discussion Question
Why is marketing ethics a strategic
consideration in organizational decisions?
Who is most important in managing
marketing ethics: the individual or the firms
leadership? Explain your answer.
12-7
False/deceptive statements
Exaggerated claims
Ambiguous statements
Product labeling issues
Fraud
12-8
12-9
1) Trustworthiness
2) Respect
3) Responsibility
4) Fairness
5) Caring
6) Citizenship
12-10
Exhibit 12.4
12-11
Texas Instruments
12-12
Discussion Question
Why are we seeing more evidence of
widespread ethical marketing dilemmas
within firms today? Is it necessary to gain
the cooperation of marketing managers to
overstate revenue and earnings in a
corporation?
12-13
Discussion Question
What is the relationship between marketing
ethics and organizational performance?
What are the elements of a strong
compliance program to support responsible
marketing and a successful marketing
strategy?
12-16
Exhibit 12.6
12-18
Exhibit 12.7
12-19