Marketing, 2nd Canadian Edition by
Michael Shekter
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Introduction to Marketing
2.Developing Marketing Strategies and Plans
3.The Marketing Environment
4.Market Intelligence—Gaining Advantage through Knowledge
5.Consumer Buying Behaviour
6.Business-to-Business Marketing
7.Segmentation, Targeting, and Positioning
8.Product and Branding
9.New Product Development
10.Marketing the Intangibles—Services, Causes, and Not-for-Profit
11.Pricing Concepts
12.Distribution
13.Retailing
14.Marketing Communications 1: Digital Media Marketing
15.Marketing Communications 2: Traditional Advertising (Television, Print, and
Radio), Direct Marketing, Public Relations, and Personal Selling
16.Media and Integrated Marketing Communications
17.Global Marketing
18.Ethics, Legal Issues, and Corporate Social Responsibility
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that
all chapters are included in this document. (Complete Chapters included Ch18-1)
Chapter 18
Ethics, Legal Issues, and Corporate
Social Responsibility
Chapter Overview
While the law has always been a part of modern marketing, in an effort to respond to
consumer and citizen concerns about advertising and product protection, it is a relatively
new concept for consumers and other stakeholders to consider the ethical stance of the
organizations from whom they consumer marketing. Further, broader groups of citizens are
demanding that organizations hold themselves accountable not just to their shareholders,
employees, consumers and partners, but also to the societies in which they operate.
Learning Objectives
After studying this chapter, the student should be able to:
18.1 Explain the concept of ethics and its application to marketing
18.2 Identify key legal issues in marketing
18.3 Describe the issues associated with corporate social responsibility
Note: It is very important the readers obtain proper legal advice from a recognized and
credentialled professional for all legal matters related to their marketing activities. The
legal information provided here is for education and training purposes.
Suggested Lecture Outline
I. EXPLAIN THE CONCEPT OF ETHICS AND ITS APPLICATION TO MARKETING
This module addresses some of the most critical issues with regard to legal compliance,
ethical marketing practices, and the corporate social responsibility (CSR) of
organizations operating in the marketplace. Figure 18.1 illustrates the interconnection
among legal, ethical, and CSR issues.
A. Describe ethics
Ethics, by definition, require an openness to a broader range of personal opinions
than many other areas of marketing.
18-1
, Marketing, 2e Chapter 18 - Ethics, Legal Issues, and Corporate Social Responsibility
B. Identify the relationship between ethics and laws
The biggest differences between laws and ethics are that ethics are more
complicated, precisely because, unlike laws:
‐ Ethics are not clear.
‐ How to comply with ethics is not obvious.
‐ Failure to adhere to ethics may or may not be penalized.
‐ Ethics are not applied equally to all.
‐ The definition of “fair” is not obvious.
Figure 18.2 outlines the clear differences between laws and ethics on a number of
important factors.
II. LEGAL ISSUES IN MARKETING
A. Legal areas affecting marketing
Figure 18.3 provides a comprehensive overview and comparison of key legal,
regulatory, and ethical issues impacting marketing.
At the heart of all legal issues are two important factors:
1. Community standards - what we as a society accept and think is right
2. Law - rules and regulations to ensure that we all act by the same guidelines
B. Controversial practices in advertising
Canadians should exercise critical thinking skills when watching advertising by
asking the following five questions:
1. In which medium am I seeing the ad?
2. Is it a Canadian or an American ad?
3. Is mine supposed to work/look just like the one in the ad?
4. How they really said what I think they said?
5. Did they really show what I think they showed?
Figure 18.4 identifies some of the many product categories in Canada with strict
legal guidelines for their marketing.
C. Marketers’ use of the law
As Figure 18.5 shows, marketing laws, regulations, and oversight are designed to
protect consumers, however, others also benefit. This section deals with how legal
tools can aid the marketer, not just the consumer or society.
1. Compliance – This deals primarily with how marketers’ adherence to
standards and guidelines protects consumers as well as themselves from
legal action. These include compliant measures in:
18-2
Michael Shekter
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1.Introduction to Marketing
2.Developing Marketing Strategies and Plans
3.The Marketing Environment
4.Market Intelligence—Gaining Advantage through Knowledge
5.Consumer Buying Behaviour
6.Business-to-Business Marketing
7.Segmentation, Targeting, and Positioning
8.Product and Branding
9.New Product Development
10.Marketing the Intangibles—Services, Causes, and Not-for-Profit
11.Pricing Concepts
12.Distribution
13.Retailing
14.Marketing Communications 1: Digital Media Marketing
15.Marketing Communications 2: Traditional Advertising (Television, Print, and
Radio), Direct Marketing, Public Relations, and Personal Selling
16.Media and Integrated Marketing Communications
17.Global Marketing
18.Ethics, Legal Issues, and Corporate Social Responsibility
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that
all chapters are included in this document. (Complete Chapters included Ch18-1)
Chapter 18
Ethics, Legal Issues, and Corporate
Social Responsibility
Chapter Overview
While the law has always been a part of modern marketing, in an effort to respond to
consumer and citizen concerns about advertising and product protection, it is a relatively
new concept for consumers and other stakeholders to consider the ethical stance of the
organizations from whom they consumer marketing. Further, broader groups of citizens are
demanding that organizations hold themselves accountable not just to their shareholders,
employees, consumers and partners, but also to the societies in which they operate.
Learning Objectives
After studying this chapter, the student should be able to:
18.1 Explain the concept of ethics and its application to marketing
18.2 Identify key legal issues in marketing
18.3 Describe the issues associated with corporate social responsibility
Note: It is very important the readers obtain proper legal advice from a recognized and
credentialled professional for all legal matters related to their marketing activities. The
legal information provided here is for education and training purposes.
Suggested Lecture Outline
I. EXPLAIN THE CONCEPT OF ETHICS AND ITS APPLICATION TO MARKETING
This module addresses some of the most critical issues with regard to legal compliance,
ethical marketing practices, and the corporate social responsibility (CSR) of
organizations operating in the marketplace. Figure 18.1 illustrates the interconnection
among legal, ethical, and CSR issues.
A. Describe ethics
Ethics, by definition, require an openness to a broader range of personal opinions
than many other areas of marketing.
18-1
, Marketing, 2e Chapter 18 - Ethics, Legal Issues, and Corporate Social Responsibility
B. Identify the relationship between ethics and laws
The biggest differences between laws and ethics are that ethics are more
complicated, precisely because, unlike laws:
‐ Ethics are not clear.
‐ How to comply with ethics is not obvious.
‐ Failure to adhere to ethics may or may not be penalized.
‐ Ethics are not applied equally to all.
‐ The definition of “fair” is not obvious.
Figure 18.2 outlines the clear differences between laws and ethics on a number of
important factors.
II. LEGAL ISSUES IN MARKETING
A. Legal areas affecting marketing
Figure 18.3 provides a comprehensive overview and comparison of key legal,
regulatory, and ethical issues impacting marketing.
At the heart of all legal issues are two important factors:
1. Community standards - what we as a society accept and think is right
2. Law - rules and regulations to ensure that we all act by the same guidelines
B. Controversial practices in advertising
Canadians should exercise critical thinking skills when watching advertising by
asking the following five questions:
1. In which medium am I seeing the ad?
2. Is it a Canadian or an American ad?
3. Is mine supposed to work/look just like the one in the ad?
4. How they really said what I think they said?
5. Did they really show what I think they showed?
Figure 18.4 identifies some of the many product categories in Canada with strict
legal guidelines for their marketing.
C. Marketers’ use of the law
As Figure 18.5 shows, marketing laws, regulations, and oversight are designed to
protect consumers, however, others also benefit. This section deals with how legal
tools can aid the marketer, not just the consumer or society.
1. Compliance – This deals primarily with how marketers’ adherence to
standards and guidelines protects consumers as well as themselves from
legal action. These include compliant measures in:
18-2
