Chapter 4

Question 1

conscious marketing

Answer 1

entails sense of purpose for the firm that is greater than profit

Question 2

principle of conscious marketing: recognition of ____

Answer 2

marketing’s greater purpose

Question 3

principle of conscious marketing: consideration of ____

Answer 3

stakeholders and their interdependence

Question 4

principle of conscious marketing: presence of _____

Answer 4

conscious leadership (corporate culture)

Question 5

principle of conscious marketing: understanding that ____

Answer 5

decisions are ethically based

Question 6

marketing ethics

Answer 6

ethical problems specific in domain of marketing (societal, global, individual consumer)

Question 7

corporate social responsiblity

Answer 7

actions that address ethical, social and environmental aspects (responsibility to society)

Question 8

integrating ethics into marketing strategy: planning phase

Answer 8

include statements into the firm’s mission (ex. “vegan ingredients”

Question 9

integrating ethics into marketing strategy: implementation

Answer 9

manufacturing products that help ethics (reusable water bottles)

Question 10

integrating ethics into marketing strategy: control

Answer 10

ensure the conscious marketing issue was addressed

Question 11

ethical decision metric: 6 tests?

Answer 11

publicity, moral mentor, admired observer, transparency, person in the mirror, golden rule

Question 12

publicity test

Answer 12

would i want this action on the front page of the newspaper

Question 13

moral mentor test

Answer 13

would someone i admire do this

Question 14

admired observer test

Answer 14

would i want someone i admire to do this

Question 15

transparency test

Answer 15

could i give an honest explanation for the action that would satisfy a fair judge

Question 16

person in the mirror test

Answer 16

will i be able to respect the person i see in the mirror

Question 17

golden rule test

Answer 17

would i like to be on the receiving end of this action