Marketing Management: The Big Picture

chapter one

TOOLS AND RESPONSIBILITIES

“A good name is more valuable than great wealth.”

–Cervantes, Don Quixote, p. 603

After studying this chapter you should be able to:

1. Describe the structure of the Big Picture framework
2. Identify the main principles of Ethical Practice in Marketing
3. Distinguish between personal and business ethics issues
4. Integrate ethical questions into the Big Picture framework

Ben and Jerry's: Ethical Standards as an Integral Part of the Brand Image

Ben and Jerry's was founded in 1978 in Vermont by Ben Cohen and Jerry Greenfield and quickly gained national acclaim, not only for its ice cream made with natural ingredients but also for its quirky and socially responsible approach to running a business. The Company's mission statement has three interrelated components covering Social Impact, Product, and Economic goals. The social mission statement component is “To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.”

The Company lives up to this mission with a series of specific initiatives and operating practices. It sources organic ingredients and gives preference to suppliers that follow sustainable and environmentally conscious practices. For example, since 2009 Ben and Jerry's has been using Forest Stewardship ...