Analyzing the competitive environment helps find ways of building competitive advantage , gaining an edge over rivals. B. Ethical Issues in Marketing 1. You might also be faced with a decision involving an action that may not be illegal but does not measure up to personal ethical standards. Ethical questions become more complex when you have marketing operations in other countries. C. Ethical Marketing Standards 1.
Ethical behavior begins at the personal level.
Many organizations are adopting and supporting an explicit code of ethics , a written guide to help employees understand what is and is not considered ethical. Management must make clear that everyone is expected to follow the ethics code. Some organizations have appointed ethics officers and set up ethics hotlines. Macromarketing is the study of marketing's affect on society and the effects of societal changes on marketing. Social responsibility influences how marketers build and strengthen relationships with stakeholders.