By Mallen Baker
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Additional info for Marketing Responsibly: Addressing the Ethical Challenges
Sample text
Consider supporting the company’s ethical values with a code of practice for marketers which states explicitly what is expected. • Include adherence to the code in appraisal discussions. • Introduce members of the marketing team to some of the professional checklists and guidance for ethical marketing and consider devising Frequently Asked Questions for the team (see Appendix 4). • Review the social responsibility profile of your product portfolio and existing marketing activity. Look for any aspects that could represent risks to the trust between the company and its customers.
O On the one hand, this is very proactive and focused on opportunities. On the other, there is growing demand for companies to respond to these needs. A classic ethical marketing dilemma used by business schools focuses on what a company should do if it has a cleaning product that is discovered by scientists to be effective when diluted to a greater degree than currently recommended by the companies that produce it. Is it the duty of the company to tell customers that they can dilute the product, and thereby get the same results by using less product?
Kids Club Code of Conduct 1. We promise that all Tesco material will have been approved by our parents panel to ensure suitability 2. We promise not to advertise prices to children or advertise products that could cause unnecessary pester power 3. We promise not to send coupons or money-off promotions directly to your child. Any coupons will come addressed to you, the parent / guardian so you can use them without being pestered by your child. 36 Scoring Points, How Tesco continues to win customer loyalty, Clive Humby,Terry Hunt and Tim Phillips, 2008, Kogan Page.