市场营销学（第3版）杜鲁弗·格雷瓦尔-Chap003.pptVIP

* Each sub-area within marketing, such as marketing research, advertising, pricing, and so forth, has its own code of ethics that deals with the specific issues that arise when conducting business in those areas. Group activity: Have the students develop a Code of Ethics for their college or university. Ask students: What ethical behaviors should you include? Why are those chosen behaviors important? * In many cases, ethics is in the eye of the beholder. Ask students: Think about a time you believed an ethical violation had occurred but a friend of family member did not think it was an ethical issue. What happened? * Ask students: Why might a salesperson lie to a young couple about the condition of a new home? This will bring out issues such as self-interest for the welfare of the salesperson and his/her family. Remind students there are no definitive answers to these questions. Ethics is a difficult topic, and many people struggle to find answers to questions such as these. * Ask students: Which option would you choose? How do you think various people make such choices? * Ask students: Can a firm be socially responsible and not ethical, or ethical and not socially responsible? A firm can give money to charity (socially responsible), but be unethical (engage in deceptive advertising). Ask students: Can you think of a firm that may be either ethical or socially responsible, but not both. Group activity: Students should create a list of firms reputed to be socially responsible. In what ways do these firms demonstrate their commitment? Do the students consider these factors when purchasing goods? * This concept is broken down in the next slides * In a marketing research firm, ethical issues might include: data collection methods—not informing respondents that they are being observed hiding the true purpose of a study from respondents—telling them they are an independent research company, but actually doing research for a particular politician. using results