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7 Steps of Ethics

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Submitted By FionaRowe3393
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Decision model for revising ethical issues-7 step analysis-Yum burger Case 1) Determine the fact: Who-Yum burger the fast food chain looking to expand its menu so it can compete with international chains, CMO Jake Tanner looking to increase market by adding a kids menu, Emile Barnes the top marketing manager and Jane a resent MBA student, Chinese manufacturer and targeted kids.
What-Sourcing Chinese manufacturers to make toys for kids meals on order to turn business around, ingredients possibly toxic to young kids, workers’ rights and potential safety hazards in the work place.
When-ASAP, pressure to perform due to decreasing market share.
Where-America (Yum Burger) China (Manufacturer)

2) Define the ethical issues in light of the facts-what is the exact issue. E.g. conflict, rights. 3) Stakeholder analysis:
The adoption of stakeholder orientation is essential to the advancement and maintenance of ethical marketing decision making in any organization. A stakeholder is any group or individual who can affect or is affected by the achievement of the organizations objective. The definition covers both those that influence decisions like employees and marketing managers as well as those impacted by marketing practices such as customers and suppliers. Stakeholders can be classified in three ways. * Primary- they have a continuing and essential interest because the organization would cease to exist without them * Indirect-possess on abiding but more separated interest in the organization. The distinction here is that the relationship is not as clear as in the primary category. The term indirect is used in that the interaction with the organization is a more distinct one. * Secondary- Secondary Stakeholders have a potential interest in the firm. They are not always affected or influenced by an organization, but that potential still exists.

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