1
제 11 강 마케팅과 경영윤리
강의준비: 교과서(HD) 10장 개요 :
우리는 이제까지 기업의 목적, 구조, 재무, 수익성 등 기업내부에 대해서 살펴보았다. 그 리고 나서 제품 디자인과 제품으로 인해 야기되는 문제들의 책임소재에 대해서 알아 보 았다. 이제 다시 관심을 시장 쪽으로 돌려서, 특별히 시장에서의 마케팅의 역할에 대해서 살펴보고자 한다. 특정 산업의 옳고 그름에 대해서는 평가하고자 하지 않는다. 예를 들어, 도박은 상당한 시장성이 있다. 도박이 사회적으로 긍정직인 활동인지 아닌지에 대해서는 여기서 다루는 질문은 아니다. 일단 도박이 합법이라면, 이 장에서는 기업이 그 사업에 참여할 수도 있다고 가정한다. 이 장에서는 마케팅이 재화나 서비스와 관련된 시장의 활 동 수준에 영향을 미치는 데 있어 어떻게 활용되는지를 다루고자 한다. 쉽게 말하면, 매 출 혹은 가격을 올리는데 있어 마케팅의 활용에 대해 알아보고자 한다.
검토해 볼 몇 가지의 이슈들
1. 서비스나 제품을 단순히 알리는 것과 그러한 제품을 사고 싶은 욕구를 만들어내 는 것에는 윤리적으로 어떤 차이점이 있는가?
A. 제품의 특성을 알리는 것과 그러한 특성을 통해 구매욕구를 이끌어 내는 것 에 차이가 있는가?
B. 새로운 제품에 대한 정보를 제공하는 것이 좋을 때는 어떤가?
C. 만약 사람들이 원하지도 않는 제품을 사도록 부추기는 것이라면 어떤가?
D. 미국 경제의 2/3가 소비로 구성되어 있다 – 우리나라도 에외는 아님 - 는 것 은 무엇을 의미하는가?
E. 소비자의 소득보다 빚이 더 빠르게 늘어나고 있다는 것은 무엇을 의미하는가?
i. 특정 기업의 경우 걱정할 필요가 없는 문제인가?
ii. 아니면 정부가 걱정해야 할 문제인가?
iii. 아니면 또 다른 누군가가 걱정해야 할 문제인가?
2. 가격 결정능력을 키우기 위해 충분한 시장의 활동을 이끌어 내는 것이 윤리적으 로 볼 때 적절한가?
3. 시장조작(market manipulation)은 용납할 수 있는가?
A. 자동차 판메를 위해 광고모델로 하여금 불필요한 선정적 모습을 보이게 함?
B. 단지 제품의 성능에만 신경 쓰는 것이 아니라, 제품구입을 통해 큰 성취감이 나 사회적으로 높은 지위라는 느낌을 받도록 유도하는 것은 어떤가?
4. 이윤을 늘리는 데는 도움이 되지만, 제품의 성능과는 별 상관이 없는 장치나 특
2 징들을 제품에 포함시키는 것은 적절한가?
A. 시장의 수요를 충족시키는 것과 수요를 만들어내는 것은 무엇이 다른가?
5. CWV와 관련한 구절들
A. 일반적인 사기와 착취 : 레위기 19:13; 욥기 24:2-11; 잠언 20:14 i. 가난한 이에 대한 착취와 멸시 : Isaiah 32:7
ii. 악한 자의 이익추구 : 예레미야 22:13 B. 속이는 말 : 예레미야 9:4-8
C. “속이고 취한 음식물은 사람에게 맛이 좋은 듯하나 후에는 그의 입에 모래가 가득하게 되리라” : 잠언 20:17
D. Malachi 4:11(false weights) 다른 구절들 – 레위기 19:35,36; 신명기 25:13-16;
잠언 11:1,20:10; 호세아 12:7; 아모스 8:5하반절 E. 과도한 공격적 경영의 문제점: 아모스 8:5
교과서(HD) 10 장에 나타난 마케팅의 주요 윤리적 이슈들
• Concerns in Ethical Analysis of Issues in Marketing
1. The Kantian ethical tradition would ask to what degree are the participants respected as free and autonomous agents rather than being treated simply as means to the end of making a sale.
2. The utilitarian tradition would want to know the degree to which the transaction provided actual as opposed to merely apparent benefits.
3. Every ethical tradition would wonder what other values might be at stake in the transaction.
• What do we mean by “responsibility?”
• Business has an ethical responsibility to design, manufacture, and promote their products in ways that avoid causing harm to consumers.
• In one sense, to be responsible is to be identified as the cause of something.
• In another sense, responsibility involves accountability.
• A third sense of responsibility, connected to but different from the sense of accountability, involves assigning fault or liability for something.
• Contractual Standards for Product Safety
• The standard of caveat emptor (“let the buyer beware”) is in the background to many discussion of product safety.
• The caveat emptor approach understands marketing on a simple model of a contractual exchange between a buyer and seller.
3
• This perspective assumes that every purchase involves the informed consent of the buyer and therefore it is assumed to be ethically legitimate.
• Buyers have the responsibility to look out for their own interests and protect their own safety when buying a product, unless a contract or other enforceable agreement allows otherwise.
• Tort Standards for Product Safety
• A problem remains: If we hold business liable for only those promises made during the market exchange, then, as the consumer gets further separated from the manufacturer by layers of suppliers and retailers, there may be no relationship at all between the consumer who gets harmed and the ultimate manufacturer or designer who was at fault.
• Negligence
• Negligence, a concept from the area of law known as torts, provides a second avenue for consumers to hold producers responsible for their products.
• The distinction between contract law and tort law also calls attention to two different ways to understand ethical duties.
• Under a contract model, the only duties that a person owes are those that have been explicitly promised to another party. Otherwise, I owe nothing to anyone.
• The Nature of Negligence
• Negligence can be characterized as a failure to exercise reasonable care or ordinary vigilance which results in an injury to another.
• In many ways, negligence simply codifies two fundamental ethical precepts:
“ought implies can” (we cannot reasonably oblige someone to do what they cannot do) and “one ought not harm others.”
• People have done an ethical wrong when they cause harm to others in ways that they can reasonably be expected to have avoided.
• Negligence includes acts of both commission and omission. One can be negligent by doing something that one ought not (e.g., speeding in a school zone) or by failing to do something that one ought to have done (e.g., neglecting to inspect a product before sending it to market).
• Strict Product Liability
4
• The negligence standard of tort law focuses on the sense of responsibility that involves liability or fault.
• But there are also cases in which consumers can be injured by a product in which there was no negligence involved.
• In such cases where no one was at fault, the question of accountability remains.
• Who should pay for damages when consumers are injured by products and no one is at fault?
• The legal doctrine of strict product liability holds manufacturers accountable in such cases.
• The Defense to the Strict Product Liability Standard
1. By holding business strictly liable for any harms their products cause, society creates a strong incentive for business to produce safer goods and services.
2. Given that someone has to be accountable for the costs of injuries, holding business liable allocates the costs to the party best able to bear the financial burden.
• Responsibility for Products: Advertising and Sales
• A major element of marketing is sales promotion, the attempt to influence the buyer to complete a purchase.
• Target marketing and marketing research are two important elements of product placement, seeking to determine which audience is most likely to buy, and which audience is mostly likely to be influenced by product promotion.
• Ethical Issues in Advertising
• The general ethical defense of advertising reflects both utilitarian and Kantian ethical standards.
• Advertising provides information for market exchanges and therefore contributes to market efficiency and to the overall happiness.
• Advertising information also contributes to the information necessary for autonomous individuals to make informed choices.
• But note that each of these rationales assumes that the information is true and accurate.
• Marketing Ethics and Consumer Autonomy
5
• Defenders of advertising argue that despite cases of deceptive practices, overall advertising contributes much to the economy.
• The majority of advertisements provide information to consumers,
information that contributes to an efficient function of economic markets.
• These defenders argue that over time, market forces will weed out deceptive ads and practices.
• They point out that the most effective counter to a deceptive ad is a competitor’s ad calling attention to the deception.
• Marketing to Vulnerable Populations
• People with similar backgrounds tend to have similar beliefs, desires, and values and often make similar judgments about consumer purchases.
Target marketing in this sense is simply a means for identifying likely customers based on common beliefs and values.
• On the other hand, there may be something ethically offensive about a campaign that aims to sell a product by exploiting the real fear and anxiety that a vulnerable group may experience.
• In general, do marketers have special responsibility to the vulnerable?
• Ethics in the Supply Chain
• In creating a product, promoting it, and bringing it to the market, the marketing function of business involves a wide range of relationships with other commercial entities.
• In recent decades, the ethical spotlight has focused on the responsibility that a firm has for the activities of the other entities, what we shall refer to as supply-chain responsibility
