Ch 4: MEGA Marketing: Ethics & Public Relations

About This Chapter

This chapter on Ethics and Public Relations is designed to assist you in your preparation for the MEGA Marketing exam. Easy-to-follow video lessons will guide you through several related topics you'll encounter on the exam so that you can go into the test with your bases covered.

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.

8 Lessons in Chapter 4: MEGA Marketing: Ethics & Public Relations
Test your knowledge with a 30-question chapter practice test
Ethical Behavior in Marketing: What Are Marketing Ethics?

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.

Ethical & Unethical Target Marketing in Business

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.

Business Ethics: Corporate Social Responsibility

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.

Ethics and Cause-Related Marketing

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.

Advertising Abuses & Regulation

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.

Why Companies Use Public Relations

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.

How Public Relations Is Different from Advertising

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.

Customer Relationship Management and Marketing Technology

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.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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