Составители:
Рубрика:
56
TEXT 16. GLOBALIZATION AND INTERNATIONAL MARKETING
ETHICS PROBLEMS
Exercise 1. The following excerpt is dedicated to ethical problems
emerging from global marketing activities. Make a pre-
liminary list of ethical problems that you expect to nd in
the text.
Exercise 2. Put the words into the appropriate column according to
the prex used to form an opposite meaning.
Finite, moral, legal, appropriate, conduct, happy, tidy, logical, understand
-
ing, respect, lucky, important, satisfy, inform, able, fair, suitable, possi
-
ble, responsible, safe, regular
In- Un- Dis- Im- Ir- Mis- Il-
Part 2. Globalization and International Marketing Ethics
Problems
Ethical Approaches in International Marketing
Due to the globalization of markets and production, ever increasing number
of international marketing personnel have to deal with ethical issues in cross-
cultural settings. Murphy and Laczniak asserted two decades ago that as more
rms move into multinational marketing, ethical issues tend to increase. Actu-
ally, international marketers are often criticized for ethical misconduct.
Ethical Problems in International Marketing
The moral question of what is right or appropriate poses many dilem-
mas for domestic marketers. Even within a country, ethical standards are
frequently not dened or always clear. The problem of business ethics is
innitely more complex in international marketplace, because value judg-
ments differ widely among culturally diverse groups.
Major International Marketing Ethical Problems derived from applied re-
searches by Armstrong are presented with their short denitions as follows:
157
APPENDIX
Страницы
- « первая
- ‹ предыдущая
- …
- 54
- 55
- 56
- 57
- 58
- …
- следующая ›
- последняя »
