国际市场营销实务课件陈谊 ISBN9787566300683 PPTTask Twelve.ppt

Stakeholders refer to individuals, groups, and even communities that can directly or indirectly affect a firm’s activities. The ethical issue intensity refers to the relevance or importance of an ethical issue in the eyes of the individual, work group, and/or organization. Stakeholders’ Interests and Concerns Ethical Issue Intensity The ethical issue intensity is not only affected by stakeholders’ interests and concerns, but also affected by individual factors and corporate factors. As different individuals have different moral standards, the importance of a particular ethical issue in the eyes of different persons is likely to vary. The different corporate climate may lead to the difference in viewing the importance of an ethical issue. Individual Factors and Corporate Factors If a person has relatively low standard of marketing ethics, he may deviate from the common ethical rules in order to seek more profit when he makes decisions. If a company provides rewards for unethical conduct, such as financial gain, recognition or promotion, in order to encourage employees to pursue maximal profit, the opportunities for future unethical conducts may exist. Evaluation of Ethical Outcomes If the decision is viewed as ethical, the decision makers and the company will be praised. The company will have a better impression on the stakeholders such as the public. On the contrary, if a marketing decision is considered to be immoral, the public’s concern over the issue will be high and the images of the company and policy makers will be adversely affected. 4.2 Strategies to Manage Marketing Ethics Understanding Stakeholders’ Concerns Developing Corporate Codes of Conducts Training the Individuals Responsing to Resolve Any Ethical Issues 营销实训练习 enter into force 生效 CEO 首席执行官 green marketing 绿色营销 corporate social responsibility 企业社会责任 global warming 全球暖化 Ecological 生态 Quarantine 检疫 discarded product 废弃产品 low-carbon 低碳的 price fixing 价格操纵 案例分析 宜家公司背景介绍 宜家于20世纪40年代诞生在瑞