Ethical Marketing

Question 1

Define Ethical Marketing

Answer 1

Marketing products in a more socially responsible way (Grewal & Levy, 2015)

Question 2

What is CSR

Answer 2

A firm’s consideration of and response to issues beyond the narrow economic, technical, and legal requirements of the firm which results in accomplishing social benefits along with traditional economic gains

Question 3

Model CSR Company

Answer 3

Toms: buy 1 give 1 - the charitable acts are the company, it has a feel good message, and is worn by many celebrities

Question 4

Astroturfing

Answer 4

companies masking motives by putting it under the guise of grassroots

Question 5

mcdonalds astroturfing

Answer 5

day of quarter pounder release in japan, recruited 1000 workers to line up as customers who were paid and their meals compensated.. McD admitted it but said it was for market research

Question 6

Astroturfing Al Gore

Answer 6

an inconvenient truth .. there was a youtube video created called Al Gore’s Penguin Army spoofing the ideas and it was traced back to a PR and lobbying firm for Exxon Mobile

Question 7

No Logo

Answer 7

Klein 2001
brand lifestyle is sold to us in an overt way and globalized brands are “an assault on the public sphere” with corporate consolidation taking away choice - there are resistive movements around the world against this - opposite of conspicuous consumption

Question 8

why do CSR

Answer 8

Magian and Ferrell

it is a social obligation, stakeholder obligation, good ethics, and a managerial process

Question 9

internet info on CSR

Answer 9

Jahdi and Acikdilli
suspicion on attempting to convey CSR image
internet has unlimited capacity to transmit to consumers but its hard to figure out what is true or false on the internet “fake news”

Question 10

power dynamic stakeholders and CSR

Answer 10

stakeholders have power over firm if the firm is more dependent on stakeholders than reverse
positive relationship between car and customer loyalty - good WOM …..
quick to sanction companies for socially irresponsible behavior

Question 11

sanction for social irresponsibility example

Answer 11

High street brands found using dog and cat fur in products

united airlines

Question 12

implicit persuasion

Answer 12

advertising that uses implicit persuasion that is impossible to resist is unfair because it overrides cognitive control capacities (Nairne & Fine 2008)

Question 13

multiple celebrity endorsements

Answer 13

Chen et al 2013
multiple brand endorsements makes the connections complex but if there is a strong consistency in brand concepts it is not necessarily a turnoff to consumers

Question 14

CSR surveys

Answer 14

Caruana et al 2013
inconsistency between what people say in quantitative surveys and what they do because that method encourages the desire for respondents to give socially desirable answers to be good citizens

Question 15

CSR and capitalism

Answer 15

field of business ethics rests on the fundamental flaw of relying on capitalists and capitalism to save us from the devastating environmental and social effects of capitalism

Question 16

stats about CSR surveys

Answer 16

young et al 2010 - estimated 30% of consumers indicate concern about environmental issues yet only 5% translate that into action

Question 17

evolution of fair-trade

Answer 17

Goodman 2009

1. image/description of farmers and lesson on benefits of FT
2. idealize farmers with sunsets
3. celebrity -Brangelina
4. FT = alleviation of poverty - oversimplification

Question 18

Planet Bean v Starbucks

Answer 18

Fridell 2009
planet bean is 100% devoted to fair trade and educating consumers, while starbucks only has 2% fair-trade products (not to mention union history) and its mostly PR but the network is stuck between the vision of the co-op and the reach of the corporate

Question 19

fair-trade message

Answer 19

consumers should be consuming the FT message when buying the good (Low and Davenport)

Question 20

supply chain CSR

Answer 20

Klassen

product and process related aspects of the operations that relate to human safety, welfare and community is a concern

Question 21

True Cost Documentary

Answer 21

link between consumer pressure for low cost fast fashion and the existence of sweatshop workers who produce goods - zara and H&M
showed Bangladeshi women trying to unionize and improve conditions but were beaten - picked up by CNBC & news

Question 22

missing bean

Answer 22

ethical signaling - have to be wealthy to be ethical? fruit farmers

Question 23

social media accountability

Answer 23

holding pals accountable and social issues are very linked to economic performance - united broke my guitar and dragging man off plane

Question 24

example of social media witch hunt

Answer 24

SaveJoshArmy Chimerix