企业伦理学（原书第5版）教案指导 第8章　营销伦理.docx

Chapter08-EthicsandMarketing

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IMChapter8:

EthicsandMarketing

ChapterObjectives

Afterreadingthischapter,youwillbeableto:

1. Applyanethicalframeworktomarketingissues.

2. Describethethreekeyconcernsofethicalanalysisofmarketingissues.

3. Describethreeinterpretationsofresponsibilityandapplythemtothetopicofproductsafety.

4. Explaincontractualstandardsforestablishingbusiness’responsibilitiesforsafeproducts.

5. Articulatethetortstandardsforestablishingbusiness’responsibilitiesforsafeproducts.

6. Analyzetheethicalargumentsforandagainststrictproductliability.

7. Discusshowtoevaluatebothethicalandunethicalmeansbywhichtoinfluencepeoplethroughadvertising.

8. Explaintheethicaljustificationforadvertising.

9. Tracedebatesaboutadvertising’sinfluenceonconsumerautonomy.

10. Distinguishethicalfromunethicaltargetmarketing,usingmarketingtovulnerablepopulationsasanexample.

11. Discussbusiness’responsibilitiesfortheactivitiesofitssupplychain.

12.Explainhowmarketingcancontributetowardamoresustainablebusinessmodel.

OpeningDecisionPoint

DigitalMarketing

ThisnewDecisionPointcanbeusedtointroducestudentstoawiderangeofethicalissuesinmarketing,fromdeceptionandunfairness,toconsumerprivacyandconsumerautonomy.Thisexamplereplacesthecaseofpharmaceuticalmarketingfrompreviouseditions(althoughwehavekeptseveralofthekeypointsfromthepharmaceuticalcasesasexampleselsewhereinthischapter.Digitialmarketingraisesmoretimelyexampleforstudentsandinourexperiencesgetsthemtomoreeasilyreflectontheissuesfromtheirownexperiences.

Discussionquestionsthatareaimedatraisingsomeoftheseissuesatthestartofthechapter:

U.S.courtssometimes