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Mktg 3445
ch.3
Question | Answer |
---|---|
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 |