There are various similarities between the ethical values in the American Marketing Association’s Statement of Ethics and Saint Leo’s Core Values, as highlighted herein.
In both cases, respect is one of the key ethical values. As an aspect of respect, the AMA’s code of ethics acknowledges basic human dignity through valuing individual differences, treating stakeholders respectfully, and acknowledging the contributions of each other. Similarly, at Saint Leo, all individuals' unique talents are valued, their dignity respected, and harmonious learning, living and working encouraged through mutual respect.
Integrity is a common ethical value in both cases. Saint Leo’s ethical values require that its students, staff, and faculty be honest, just and consistent in their words and actions. Similarly, AMA’s ethical values require the marketers to be honest when dealing with the customers, honor their promises and commitments, and be consistent in what is said and done.
Other common values are responsibility and community service. At Saint Leo, the spirit of belonging, unity and interdependence is fostered based on mutual trust. Besides, it aims at creating socially responsible environments. The AMA’s ethical values require the stakeholders to be responsible for their actions and decisions, protect the ecological environment, and give back to the community.
KB Home is one of the companies with superior ethical marketing practices that exemplify the American Marketing Association’s code of ethics. The company’s belief in “Doing the right thing for the right reason” has made it create trust and credibility among the clients, and build and sustain a competitive advantage. The company’s core values include highest ethical conduct, superior customer service, disciplined execution of duties, and treating others with respect and dignity, among others, which guide the company’s decisions and actions. Every member of the company is expected to act with the highest integrity.
The Ethics Policy of the company restricts its marketers to act with integrity, high ethical standards, and in compliance with the law, in achieving their business goals. This enables the company to conduct its business in an honest, ethical, lawful, and in an exemplary manner above reproach. Any violation of the Policy calls for disciplinary actions which includes termination of employment. In situations where doing the right thing is unclear; the marketer is encouraged to ask himself/herself the following questions before acting: Is the action in line with KB Home’s values? Is it legal? Is it ethical? Can it endanger anyone’s health or safety? Is it fair? And, would I be comfortable if my family and friends knew about it? (KB Home, 2011). In ensuring that the Policy is adhered to at all costs, the company has provided an Ethics Policy Hotline and Reporting Website where matters of misconduct or concerns are reported. Besides, the company has an Ethics Officer and the Ethics Committee that oversees the Policy.
Compliance with Laws and KB Home Policies is one of the key principles that guide the actions and decisions of the company’s marketers. Marketers are required to understand and follow the laws, regulations, and the KB Home policies that are relevant in their activities. The company is committed to strict compliance and the procedures are well designed to help ensure compliance. The company prohibits discrimination of any kind among the marketers. Besides, it believes in equal opportunity to all, and encourages the marketers to embrace it. Harassment of any form is also prohibited. No marketer should harass, directly or indirectly, a client or a colleague on the basis of sex, race, color, religion or any other basis.
Any conflict of interest between the company or the marketers and the clients should be avoided at all costs. Marketers are encouraged to be truthful at all times when dealing with customers, and avoid actions or decisions that may create conflict. In their dealings, the marketers must accept the consequences of their marketing strategies and decisions and embrace fairness between the client’s needs and the interests of the company. In avoiding conflicts of interest, the marketers must respect the customers’ opinions, listen to their needs, and acknowledge their contributions. The company also prohibits offering or accepting bribes of any kind.
As seen in KB Home Ethics Policy, it’s beyond any reasonable doubt that the company exemplifies the American Marketing Association’s code of ethics in its marketing practices. It also upholds the Core Values at Saint Leo. The company sets a good example for firms with poor practices. For instance, the company’s Ethics Policy Hotline and Reporting Website can be adopted by other companies to ensure reporting of misconducts. Every company should aim at doing the right thing for the right reason – the driving force of KB Home.
References
American Marketing Association, (2012). Statement of Ethics. Retrieved 22 June 2012 from http://www.marketingpower.com/aboutama/pages/statement%20of%20ethics.aspx
KB Home (2011). Ethics Policy. Retrieved 22 June 2012 from http://www.kbhome.com/Documents/pdf/KB_Home_Ethics_Policy_Oct_28_2011_kbu_21593.pdf
KB Home (2012). Ethics. Retrieved 22 June 2012 from http://www.kbhome.com/ethics
Saint Leo University Core Values. Retrieved 22 June 2012 from http://www.saintleo.edu/About-SLU/Florida-Catholic-University
