Research On Ethical Judgment Of Marketing Decision-Making

Competition between corporations has spread into all areas of corporations' production and business activities along with the development of market economy and customers' demand levels. More and more corporations have realized the importance of marketing ethics for their survival and development. As a tool for marketing decision—making, the judging model of marketing ethics can help managers make ethical decisions.The paper first reviews the research on marketing ethics and ethical decision— making models at home and abroad. Then, the author proves the necessity of taking ethical considerations into marketing decision—making by analyzing the immoral marketing activities existed in domestic market and the defects of traditional marketing decision—making models. Finally, a JME model (Judging model of marketing ethics for decision—making) which can help managers to make ethical decisions in marketing is developed based on the theories of "Integrative Social Contracts" and "Stakeholder" which are widely applied in the field of business ethics research at present.There are two main innovation points in this paper. Firstly, the stakeholder theory is introduced to modify the judging model from integrative social contracts theory, and the model is also adjusted according to the characters of marketing activities. Secondly, a two dimension matrix of stakeholder is developed to help managers confine the important stakeholders related to the marketing activities, and the author also presents the relationship between the regular important stakeholders and corporations.