營(yíng)銷(xiāo)外文翻譯---誠(chéng)信營(yíng)銷(xiāo)與：道德和服務(wù)優(yōu)勢(shì)-文庫(kù)吧在線(xiàn)文庫(kù)
【正文】 A. V. (2020). Additive versus inclusive approaches tomeasuring brand equity: Practical and ethical implications. Journal of Brand Management, 10(4–5), 342–352. Ambler, T. (2020). Marketing and the bottom line (2nd ed.). London: FT Prentice Hall. Ballantyne, D., amp。 an important next step is operationalizing them. Also, despite major strides in measuring nonfinancial assets, the methodologies discussed above are not universally employed or calculated in the same way. Several areas for further research are suggested by this paper. amp。 Takala andUusitalo 1996).The persistence of ethicalof ethical issuesNevertheless, issues such as misleading advertising, unsafeand harmful products, abuse of distribution channel power,and promotion of materialism, which were the main ethicaconcerns of the 1950‘s, are still serious problems today, halfa century later (Kotler 2020。 Marketing with integrity: ethics and the servicedominant logic for marketing Andrew V. Abela amp。 Smith and CooperMartin 1997。 Hunt and Vitell1986). Two critical steps in such a process are recognizing the presence of an ethical issue and invoking an ethical evaluation. Based on this understanding, marketing ethics scholars have developed frameworks for helping marketersidentify and then evaluate ethical these models are mostly developed as an ―addon‖ tothe rest of marketing scholarship: one is supposed to put the decisions arising from one‘s marketing analysis throughone or more of these frameworks. As a result, they may be viewed as optional. For example, Laczniak (1983) proposed a framework of fourteen questions that a marketer should ask, including: ―Is the intent of a particular action evil? Are any major evils likely to result from this action?‖ Smith‘s (1993) Consumer Sovereignty Test requires marketers to apply three tests to their marketing decisions: capability of the consumer, availability and quality of information, and opportunity for choice/switching. The problem with these frameworks is that in each case there is a separation between the marketing analysis and the ethical analysis. Robin and Reidenbach (1987) advocated parallel planning systems for ―integrating ethical and socially responsible plans into strategic marketing planning‖ (p. 52). Although this method avoids the clearer separation of the other two, it still requires marketers to take additional steps to address ethical considerations. At worst, though, such frameworks bee merely a routine ―ethics check.‖ In the hectic conditions of contemporary marketing decisionmaking, isn‘t it likely that such ethical considerations can be – and sometimes are – accidentally or intentionally ignored? What is needed is an approach to marketing ethics that does not require a separate process every time an ethical issue is identified, but instead allows such issues to be dealt with as part of the normal course of marketing decisionmaking. Limitations and implications for research and education Our proposal is a departure from previous approaches to marketing ethics. Hence, it should not be surprising if there are several limitations that still need to be addressed. First, the idea that marketing strategy sometimes involves attempts to reduce petition is not pletely resolved here. Occasions could arise where opportunism is profitable, such as when firms are successful in creating legal antipetitive barriers to entry through technology or channel arrangements. ―Tragedy of the mons‖ issues (Shultz and Holbrook 1999) aren‘t entirely addressed either. Measurement of the ethical tensions is not attempted。 Social impact measurement and reporting is similarly lacking in attention in marketing. Of interest here would be greater understanding of the relationships between adoption of social reporting, firm behavior and perceptions of the firm among various stakeholders. The content of the GRI itself could be subjected to academic scrutiny—are the right measures being proposed and are meaningful differences being detected?amp。 Holbrook, M. B. (2020). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81–93. Chonko, L. B., amp。 。 據(jù) amajor 評(píng)論文章研究了 1960年的營(yíng)銷(xiāo) ethicsliterature 期間和 70年代， 主要包括市場(chǎng)營(yíng)銷(xiāo)研究和 topicscovered（如管理問(wèn)題，采購(gòu) 。 1999年 。一個(gè)重要原因，這些問(wèn)題對(duì)當(dāng)前市場(chǎng)的持續(xù) isthe趨勢(shì)理論 partmentalizeethical 問(wèn)題。森 1987年）。波特andKramer 2020年）。 在這些問(wèn) 題與 框架是，在每個(gè)案件有一個(gè)分析，分離分析和市場(chǎng)營(yíng)銷(xiāo)之間的 ethica 升。 其中可能
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