In this video, explore a brief marketing ethics case study on CSR and discover the proper approach to ethical decision-making in marketing.
- In 2015, a viral video on YouTube … shows a marine biologist removing a plastic straw … that was wedged into a sea turtle's mouth. … As a result, Coffee Co, a national chain of coffee houses … across the nation, saw this video … and they were excited to announce a new initiative … to ban plastic straws in an effort … to help the environment and to save the sea turtles. … They rolled out with a statement about going green … via a nationally distributed news release, … a message to all of their customers and constituents … on their website homepage and they also set up signs … in all of their cafes. … Everyone would learn that they were banning straws … and making them no longer available to customers. … However, after the big announcement one group … was visibly upset. … The Center for Independence of the Disabled, CFID, … reached out to the marketing team … as well as to the CEO of the company … to share their concerns. … They expressed the need for plastic straws … because people with disabilities could only drink …
- Examine the connection between leadership accountability and ethical practices.
- List three unethical behaviors that have a negative impact on marketing.
- Explain why marketing ethics training should not be a stand-alone program.
- Recognize the negative impact of using the word “testing” when assessing the effectiveness of an ethics training program.
- Review the importance of being open and transparent with clients.