About This Chapter
MEGA Marketing: Environments and Strategies - Chapter Summary
The lessons in this chapter cover various ethical issues that can arise in business and marketing as well as how these issues relate and don't relate to public relations. With an aim to help you prepare for the related section of the MEGA marketing exam, this chapter is a great way to make sure you don't get stuck on any of these subjects when taking the test. The video lessons within this chapter will provide you with a step-by-step review of:
- Ethical and unethical behavior in marketing and business
- Corporate social responsibility
- Ethics and cause-related marketing
- Advertising abuse and regulation
- Why companies use public relations
- How public relations differs from advertising
- Customer relationship management and marketing technology
With both a video and transcript of the lesson, you'll be able to choose the learning method that best suits your style. The timeline feature underneath the video will let you pop back and forth between key points within the lesson, so that you can give extra review time to the topics you need to. At the end of each lesson you'll find a practice quiz you can use to assess your progress before moving on, and if you get stuck, our professional instructors are available for your questions.
MEGA Marketing: Ethics and Public Relations Chapter Objectives
The MEGA marketing exam is a computer-based test made up of 100 multiple-choice questions that you'll have up to two hours to complete. A passing score on the exam is 220. This chapter will be most helpful in your preparation for the core marketing principles portion of the exam, which comprises 36% of your final score. The chapter can be particularly useful as you study for the ethical issues that this section of the exam will include.
1. Ethical Behavior in Marketing: What Are Marketing Ethics?
Watch our lesson to learn the definition of ethics and how it relates to business and marketing. You will also learn about the idea of ethical business behavior.
2. Ethical & Unethical Target Marketing in Business
Companies are desperate to acquire customers, and some will use inappropriate ways to gain their attention. In this lesson, you'll learn how to discern ethical from unethical target marketing, using the example of marketing to vulnerable populations.
3. Business Ethics: Corporate Social Responsibility
Now that companies are concerned with society's welfare, corporate social responsibility is a controversial topic. In this lesson, learn the two theories of social responsibility and the arguments for and against the practice.
4. Ethics and Cause-Related Marketing
Do you avoid a specific store entrance when people are collecting money for charity outside? In this video, you will learn more about social responsibility and, specifically, the growth of cause-related marketing.
5. Advertising Abuses & Regulation
Companies do not always act ethically when trying to persuade consumers to purchase their products. In this lesson, we will discuss the various ways in which advertising can be abused and take a look at controversial advertising and regulation of advertising.
6. Why Companies Use Public Relations
This lesson covers the reasons why companies use public relations as part of their promotional mix. Discover different public relations tools that you have likely seen everyday.
7. How Public Relations Is Different from Advertising
Public relations helps companies build more personal relationships with their customers using advertising messages as their foundation. Watch this video to see how public relations creates positive images for companies and products.
8. Customer Relationship Management and Marketing Technology
Customer relationship management helps companies retain customers and boost the effectiveness of their marketing strategies. Watch this video to see how customer relationship management is guided by technology to provide the most appropriate level of customer service.
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Other chapters within the MEGA Marketing: Practice & Study Guide course
- MEGA Marketing: Basic Concepts
- MEGA Marketing: Communication Methods & Functions
- MEGA Marketing: Environments & Strategies
- MEGA Marketing: The Business Cycle
- MEGA Marketing: Market System Economics & Politics
- MEGA Marketing: Economic Growth & Indicators
- MEGA Marketing: Business Ownership
- MEGA Marketing: Business Plans
- MEGA Marketing: Functions of Management
- MEGA Marketing: Principles of Financial Management
- MEGA Marketing: Business Calculation Basics
- MEGA Marketing: Interpreting Data & Graphs
- MEGA Marketing: Graphing & Evaluating Equations & Functions
- MEGA Marketing: Quadratic Equations & Functions
- MEGA Marketing: Probability & Statistics for Business
- MEGA Marketing: Depreciation & Salvage Values
- MEGA Marketing: Interest & Purchases
- MEGA Marketing: Financial Analysis Calculations
- MEGA Marketing: Product Development & Retailing
- MEGA Marketing: Services Marketing
- MEGA Marketing: The Marketing Mix & Promotional Strategies
- MEGA Marketing: Consumer Protection Laws
- MEGA Marketing: Selling & Pricing Strategy
- MEGA Marketing: Channel Management
- MEGA Marketing: Segmentation & Product Marketing
- MEGA Marketing: Competitive Advantage
- MEGA Marketing: Consumer Decision Making
- MEGA Marketing: International Marketplace
- MEGA Marketing: Research & Data Applications
- MEGA Marketing: Computer Literacy
- MEGA Marketing: Careers in Marketing
- MEGA Marketing Flashcards