What personal values might influence the behaviors of a marketing manager as a responsible global citizen?
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Many personal values should influence your behaviour as a marketing manager. This means, first, not to promote products that you consider harmful. For example, given that American adults are decreasing their consumption of cigarettes, an unscrupulous person might market cigarettes to children in both the United States and the developing world to maintain profits. An ethical manager might refuse to do this.
If you have strong beliefs that we should pass on as good a world as possible to our descendants, you might mandate green policies such as focusing market campaigns on new media and not destroying forests by sending out junk mail.
Some personal values influencing marketing managers who sees themselves as global citizens might be ecological values and economic values. Personal ecological values might prohibit marketing managers from falsifying scientific findings about actions a corporation might take, such as related to Chevron's Nigerian oil pipeline that was polluting the lagoon and damaging fisheries (2007). Personal economic values might prohibit marketing managers from advocating projects that economic development projects that have a potential to negatively impact village, communities or ecosystems as was alleged in the Congo rainforest case brought against the World Bank (2007).
I can see how a person might judge another culture based on his or her personal values. This could be bad, because in business you do not want to judge someone you think is different. You have to learn to understand your partners and customers.
Most importantly, I'd say that you should take a good long look at what you are marketing. Is it a product or service that is ultimately of value? I say "ultimately" because plenty of products or services look safe enough, but they might eventually cause environmental problems, or they might be used someone oppress other people, or they might be manufactured in inhumane "sweatshop" conditions.
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