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Chapter 2 Guided Notes Answers

Stukent Mod Marketing

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413 views

Chapter 2 Guided Notes Answers

Stukent Mod Marketing

Uploaded by

steinhad
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Name: _______________________

Chapter 2: Ethics
Objectives
● Describe ethics

● Identify how businesses are influenced by ethics

● Discuss how core aspects of marketing are impacted by ethics

● Recognize ethical marketing practices

● Distinguish organizations that deal with ethics in marketing

Section 1: Introduction
Read the case study about Jon Huntsman Sr. Can you think of a company that did the
opposite and put profit over ethics? How did this impact the company’s reputation and
sales in the long run?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________

Section 2: Ethics in Business


Ethics are the moral standards recognized and accepted for how individuals and
organizations interact and behave.

The influence of ethics on business involves five key areas. List these below.
1. Trust and Responsibility

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021
2. Leadership’s Role
3. In Practice
4. Organizational Culture
5. Consistency

Ethics Activity
For each of the below areas, give an example of a company that exemplifies those
ethics. Describe a situation in which the company achieved or expressed that aspect of
business ethics.

Trust and Responsibility


Example:
_____________________________________________________________________
______________________________________________________________________

Leadership’s Role
Example:
_____________________________________________________________________
______________________________________________________________________
In Practice
Example:
_____________________________________________________________________
______________________________________________________________________

Organizational Culture
Example:
_____________________________________________________________________
______________________________________________________________________

Consistency

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021
Example:
_____________________________________________________________________
______________________________________________________________________

This section lists seven things that ethical leaders do. Fill in the missing word for each
action.
1. Talk about the importance of workplace integrity and doing the right thing
2. Set a good example
3. Do not blame others when things go wrong
4. Support employees’ efforts to do the right thing
5. Hold themselves and others accountable for violating the organization’s code of
conduct
6. Give positive feedback for acting with integrity
7. Keep their promises and commitments

A key aspect of maintaining and promoting ethical behavior within a business is in


taking a proactive approach. A clear presentation of rules and expectations can help
employees understand and follow a company’s ethics-based standards.
● A code of ethics is a structure explaining the ethical expectations and practices
to which company employees are to adhere.
● Everyone who works for a company should be made aware of the expectations
when it comes to ethics.
● Praising the ethical behavior of an individual and of a group can help solidify the
importance of ethics at the company.

Section 3: Ethics in Marketing


According to advertising agency MDG, “Advertising, public relations, and all marketing
communications professionals have an obligation to exercise the highest personal
ethics in the creation and dissemination of commercial information to consumers.” List
the five aspects of marketing that ethics impacts.

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021
1. Advertising
2. Packaging and labels
3. Digital and social media
4. Artificial intelligence
5. Data collection

Fill in the subsections for each of the following areas. Then, give an example of how
marketers could ensure they are following those ethical practices as they market a
product.

Advertising
1. Accurate representation
______________________________________________________________________
______________________________________________________________________

2. Identifiable
______________________________________________________________________
______________________________________________________________________

3. Aligned with expectations


______________________________________________________________________
______________________________________________________________________

Packaging and Labels


1. True and understandable
______________________________________________________________________
______________________________________________________________________

2. Provable performance
______________________________________________________________________
______________________________________________________________________

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021
Print, Digital, and Social Media
1. Accuracy in wording, images, and placement
______________________________________________________________________
______________________________________________________________________

2. Responsible use of technology


______________________________________________________________________
______________________________________________________________________

3. Guidelines for email


______________________________________________________________________
______________________________________________________________________

4. User-generated content credibility


______________________________________________________________________
______________________________________________________________________

Artificial Intelligence
1. Consumer awareness
______________________________________________________________________
______________________________________________________________________

Data Collection
1. Privacy
______________________________________________________________________
______________________________________________________________________

2. Responsibility

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021
______________________________________________________________________
_____________________________________________________________________

The American Marketing Association has identified six values for guiding the work of
marketers. List them below.
1. Honesty
2. Responsibility
3. Fairness
4. Respect
5. Transparency
6. Citizenship

Fill in the blanks for the statements from each of the following organizations.

The American Marketing Association (AMA) “strives to be the most relevant force
and voice shaping marketing around the world.”

The Association of National Advertisers (ANA) “focuses relentlessly on driving


growth by fueling smarter marketing and leading industry change.”

The Better Business Bureau (BBB) endeavors to “be the leader in advancing
marketplace trust.”

The Federal Trade Commission (FTC) “protects consumers by stopping unfair,


deceptive or fraudulent practices in the marketplace.”

Mod Marketing Guided Notes: Chapter 2 Created by Ryan Hales, Rachelle Maceno, and Stukent, 2021

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