Beruflich Dokumente
Kultur Dokumente
AGENDA
2
A. Course Evaluation
B. Whats Up in the World Today
C. Why ad industry prone to unethical behavior
D. Ethical theories of marketing
E. Cause-related marketing
F. Green marketing
G. Thought of the Day
H. Homework
A. COURSE EVALUATION
3
Ad industry contd
7
(Source: Drumwright and Murphy, Journal of Advertising, vol. 38, no. 1 (Spring 2009), pp. 83
107)
Deontology
12
E. CAUSE-RELATED MARKETING
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Cause-related marketing
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Critics:
Not sustainable
May weaken other types of fundraising.
83% of customers have favorable images of companies who engage
in cause-related marketing, therefore just a cynical marketing tool.
Deontologists
Post-Modernists: Rampant consumerism given moral value =>
pursue image at expense of true moral worth
F. GREEN/SUSTAINABLE/ENVIRONMENTAL MARKETING
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1. Fair play approach: Customers have right to know what they are getting.
Critical of greenwashing: doubtful unverifiable or false environmental claims.
Require clear labelling of cosmetic products that say they are not tested on
animals with certification from an independent monitoring organization. If there
is no such label, assume testing on animals was done.
Consumers must be able to make an informed choice.
2. Managerialist approach: Consumer holds certain moral values that company
has to meet to get consumer to buy its products.
About meeting consumer demand, not really changing corporate values.
3. Reformist approach: Companys activities should be re-aligned with
stakeholder expectations and needs.
Any change in companys activities motivated at least in part by self-interest
because need favorable image to increase market share.
Trust
19
H. HOMEWORK
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