Marketing activities: a critical analysis from an ethical point of view
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Saarbrücken
VDM-Verl. Müller
2007
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| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | IV, 104 S. Ill. |
| ISBN: | 9783836406277 3836406276 |
Internformat
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I
TABLE OF CONTENTS
TABLE OF FIGURES III
LIST OF ABBREVIATIONS IV
Part I: A Rawlsian Examination of Marketing Activities
1 INTRODUCTORY REMARKS 1
1.1 Context and Motivation 1
1.2 Underlying Problem and Research Objectives of the Paper 2
13 Course of the Paper 4
2 CONCEPTS AND FUNDAMENTALS IN ETHICS AND MARKETING. 7
2.1 Introduction to Ethics 7
2.1.1 Ethical Theories and Concepts 7
2.1.2 Fundamentals and Approaches to Business Ethics 11
2.2 Ethics in Marketing 13
2.2.1 Definition of Marketing and the Marketing Mix 13
2.2.2 Why Ethics in Marketing? 16
3 APPLYING AN ETHICAL THEORY TO THE MARKETING MIX 19
3.1 Transfer and Applicability of Ethical Theories in Marketing 19
3.2 The "Theory of Justice" by John Rawls 23
3.2.1 Introduction to the "Theory of Justice" 23
3.2.2 Reasoning for the Selection of Rawls as the Underlying Theory 27
3.2.3 Criticism of the "Theory of Justice" 28
33 Operationalization of Rawls Criteria for Marketing JO
4 ETHICAL ANALYSIS OF THE MARKETING MIX FROM A
RAWLSIAN POINT OF VIEW 32
4.1 Ethical Issues in Product Decisions 31
4.1.1 Issues in Product Development 32
4.1.2 Issues in Product Safety and Obsolescence 33
4.1.3 Product Packaging and Labeling 35
n
4.2 Ethical Issues in Promotion 37
4.2.1 Issues in Advertising 37
4.2.1.1 False and Misleading Advertising 37
4.2.1.2 Fear Appeals in Advertising 39
4.2.1.3 Advertising with Women 39
4.2.1.4 Advertising for Vulnerable Target Groups 42
4.2.2 Issues in Personal Selling 46
4.2.3 Issues in Public Relations 47
43 Ethical Issues in Price Decisions 49
4.3.1 Ethical and Fair Pricing 49
4.3.2 Issues in Discounts, Dumping and Other Forms of Price Differentiation 51
4.4 Ethical Issues in Place Decisions 53
4.4.1 Issues about Availability of Products 53
4.4.2 Issues in Retail Channels 54
4 J Conclusions of the Rawbian Analysis of the Marketing Mix 55
Part II: An Approach to Legitimize Marketing Efforts
5 INSTRUMENTS AND INITIATIVES FOR THE IMPLEMENTATION
OF MARKETING ETHICS 59
5.1 Putting Marketing Ethics into Practice: Suggested Model 59
5.2 Ethical Instruments and Approaches on Different Levels 61
5.2.1 Ethical Initiatives on the Individual Level 61
5.2.2 Ethical Initiatives on the Corporate Level 64
5.2.3 Ethical Initiatives on the External Level 68
5.3 Practical Example: A Label for Ethical Pricing 72
5.4 Summary of the Model and Its Ethical Instruments 74
6 CONCLUDING REMARKS 76
APPENDIX 80
REFERENCES 90
i
]
j
—Ill—
TABLE OF FIGURES
Figure 1: Course of the paper an overview 6
Figure 2: Overview of ethical theories 7
Figure 3: Marketing mix 15
Figure 4: Favorable consequences of marketing activities 56
Figure 5: Determinants for ethical conduct in marketing activities 58
Figure 6: A model to implement ethical conduct in marketing activities 60
Figure 7: Operations of an ethical pricing label 74
Figure 8: Resulting suggestions for marketing ethics 75
i
i |
| adam_txt |
I
TABLE OF CONTENTS
TABLE OF FIGURES III
LIST OF ABBREVIATIONS IV
Part I: A Rawlsian Examination of Marketing Activities
1 INTRODUCTORY REMARKS 1
1.1 Context and Motivation 1
1.2 Underlying Problem and Research Objectives of the Paper 2
13 Course of the Paper 4
2 CONCEPTS AND FUNDAMENTALS IN ETHICS AND MARKETING. 7
2.1 Introduction to Ethics 7
2.1.1 Ethical Theories and Concepts 7
2.1.2 Fundamentals and Approaches to Business Ethics 11
2.2 Ethics in Marketing 13
2.2.1 Definition of Marketing and the Marketing Mix 13
2.2.2 Why Ethics in Marketing? 16
3 APPLYING AN ETHICAL THEORY TO THE MARKETING MIX 19
3.1 Transfer and Applicability of Ethical Theories in Marketing 19
3.2 The "Theory of Justice" by John Rawls 23
3.2.1 Introduction to the "Theory of Justice" 23
3.2.2 Reasoning for the Selection of Rawls as the Underlying Theory 27
3.2.3 Criticism of the "Theory of Justice" 28
33 Operationalization of Rawls Criteria for Marketing JO
4 ETHICAL ANALYSIS OF THE MARKETING MIX FROM A
RAWLSIAN POINT OF VIEW 32
4.1 Ethical Issues in Product Decisions 31
4.1.1 Issues in Product Development 32
4.1.2 Issues in Product Safety and Obsolescence 33
4.1.3 Product Packaging and Labeling 35
n
4.2 Ethical Issues in Promotion 37
4.2.1 Issues in Advertising 37
4.2.1.1 False and Misleading Advertising 37
4.2.1.2 Fear Appeals in Advertising 39
4.2.1.3 Advertising with Women 39
4.2.1.4 Advertising for Vulnerable Target Groups 42
4.2.2 Issues in Personal Selling 46
4.2.3 Issues in Public Relations 47
43 Ethical Issues in Price Decisions 49
4.3.1 Ethical and Fair Pricing 49
4.3.2 Issues in Discounts, Dumping and Other Forms of Price Differentiation 51
4.4 Ethical Issues in Place Decisions 53
4.4.1 Issues about Availability of Products 53
4.4.2 Issues in Retail Channels 54
4 J Conclusions of the Rawbian Analysis of the Marketing Mix 55
Part II: An Approach to Legitimize Marketing Efforts
5 INSTRUMENTS AND INITIATIVES FOR THE IMPLEMENTATION
OF MARKETING ETHICS 59
5.1 Putting Marketing Ethics into Practice: Suggested Model 59
5.2 Ethical Instruments and Approaches on Different Levels 61
5.2.1 Ethical Initiatives on the Individual Level 61
5.2.2 Ethical Initiatives on the Corporate Level 64
5.2.3 Ethical Initiatives on the External Level 68
5.3 Practical Example: A Label for Ethical Pricing 72
5.4 Summary of the Model and Its Ethical Instruments 74
6 CONCLUDING REMARKS 76
APPENDIX 80
REFERENCES 90
i
]
j
—Ill—
TABLE OF FIGURES
Figure 1: Course of the paper an overview 6
Figure 2: Overview of ethical theories 7
Figure 3: Marketing mix 15
Figure 4: Favorable consequences of marketing activities 56
Figure 5: Determinants for ethical conduct in marketing activities 58
Figure 6: A model to implement ethical conduct in marketing activities 60
Figure 7: Operations of an ethical pricing label 74
Figure 8: Resulting suggestions for marketing ethics 75
i
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| index_date | 2024-07-02T16:56:33Z |
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| isbn | 9783836406277 3836406276 |
| language | English |
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| spelling | Naskrent, Julia Verfasser aut Marketing activities a critical analysis from an ethical point of view Julia Naskrent Saarbrücken VDM-Verl. Müller 2007 IV, 104 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing - Ethik Marketingpolitik / Rawls-Gerechtigkeitstheorie / Marketing / Unternehmensethik / Theorie Marketing (DE-588)4037589-4 gnd rswk-swf Ethik (DE-588)4015602-3 gnd rswk-swf Marketing (DE-588)4037589-4 s Ethik (DE-588)4015602-3 s DE-604 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2919890&prov=M&dok_var=1&dok_ext=htm Inhaltstext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015515343&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Naskrent, Julia Marketing activities a critical analysis from an ethical point of view Marketing - Ethik Marketingpolitik / Rawls-Gerechtigkeitstheorie / Marketing / Unternehmensethik / Theorie Marketing (DE-588)4037589-4 gnd Ethik (DE-588)4015602-3 gnd |
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| title | Marketing activities a critical analysis from an ethical point of view |
| title_auth | Marketing activities a critical analysis from an ethical point of view |
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| title_exact_search_txtP | Marketing activities a critical analysis from an ethical point of view |
| title_full | Marketing activities a critical analysis from an ethical point of view Julia Naskrent |
| title_fullStr | Marketing activities a critical analysis from an ethical point of view Julia Naskrent |
| title_full_unstemmed | Marketing activities a critical analysis from an ethical point of view Julia Naskrent |
| title_short | Marketing activities |
| title_sort | marketing activities a critical analysis from an ethical point of view |
| title_sub | a critical analysis from an ethical point of view |
| topic | Marketing - Ethik Marketingpolitik / Rawls-Gerechtigkeitstheorie / Marketing / Unternehmensethik / Theorie Marketing (DE-588)4037589-4 gnd Ethik (DE-588)4015602-3 gnd |
| topic_facet | Marketing - Ethik Marketingpolitik / Rawls-Gerechtigkeitstheorie / Marketing / Unternehmensethik / Theorie Marketing Ethik |
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