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Mktg 3445

ch.3

QuestionAnswer
program strategy a company's philosophy of how marketing research fits into its marketing plan
project strategy the design of individual marketing research studies that are to be conducted
research process the sequence of steps in the design and implementation or research study
ethics moral principles and values that govern the way an individual or group conducts its activities
marketing ethics the principles, values, and standards of conduct following by markets
utility approach method of ethical/ moral reasoning that focuses on society and the net consequences that an action may have
justice approach method of ethical/ moral reasoning that focuses on the degree to which benefits and costs are fairly distributed across individuals and groups
rights approach method of ethical/ moral reasoning that focuses on the welfare of the individual and that uses means, intentions and features of an act itself in judging its ethicality
Created by: miaagu on 2010-10-20



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