MARK 3000 Chapter 4

Question 1

what are the four overriding principles of conscious marketing?

Answer 1

• recognition of marketing’s greater purpose
• consideration of stakeholders and their interdependence
• the presence of conscious leadership, creating a corporate culture
• the understanding that decisions are ethically based

Question 2

what is marketings greater purpose?

Answer 2

economic, social and environmental performance

Question 3

what are the characteristics of corporate social responsibility?

Answer 3

• independent of corporate purpose or culture
• rejects a mechanistic view of business
• often grafted onto traditional business model, usually as a separate PR department
• sees limited overlap between the business and society

Question 4

what are the characteristics of conscious marketing?

Answer 4

• incorporates higher purpose and a caring culture
• takes a holistic, ecosystem view of business as a complex adaptive system
• social responsibility is at the core of the business through the higher purpose
• view community and environment as stakeholders
• recognizes business is a subset of society, and society is a subset of the planet

Question 5

who are the stakeholders of conscious marketing?

Answer 5

-employees
- marketplace
-consumers
-society

Question 6

who are customers?

Answer 6

current and potential customers

Question 7

who is society?

Answer 7

community and environment

Question 8

who is marketplace?

Answer 8

partners and competitors

Question 9

who are employees?

Answer 9

employees and their current families

Question 10

what is an integral component of conscious marketing initiative?

Answer 10

marketing ethics

Question 11

what is both ethical and socially responsible ?

Answer 11

both ethically and socially responsible

Question 12

what is ethical and socially irresponsible?

Answer 12

ethical firm not involved with the large community

Question 13

what is unethical and socially responsible?

Answer 13

questionable firm practices, yet donates a lot to the community

Question 14

what is unethical and socially irresponsible?

Answer 14

neither ethically or socially responsible

Question 15

what are the steps to ethical decision making?

Answer 15

1. identify issues
2. gather information and identify stakeholders
3. brainstorm and evaluate alternatives
4. choose a course of action

Question 16

what do you ask to choose a course of action?

Answer 16

how do you pick among alternatives?
how do you decided if something is ethical?

Question 17

what is under the ethical decision making metric?

Answer 17

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

Question 18

what is the publicity test?

Answer 18

would I want to see this in action Im about to take on the front page of the local paper or in a national magazine?

Question 19

what is the moral mentor test?

Answer 19

would the person I admire the most engage in this activity ?

Question 20

what is the admired observer test?

Answer 20

would I want this person I admired most to see me doing this?

Question 21

what is the transparency test ?

Answer 21

could I give a clear explanation for the action I am contemplating, including an honest and transparent account of all my motives, that would satisfy a fair and dispassionate moral judge?

Question 22

what is the person in the mirror test?

Answer 22

will I be able to look at myself in the mirror and respect the person I see there?

Question 23

what is the golden rule test?

Answer 23

would I like to be on the receiving end of this action and all its potential consequences?