《网络营销》课程教学课件（英文）Chapter 5 Ethical and Legal Issues

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter5:EthicalandLegal/ssues1000007001070100111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 5-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 5: Ethical and Legal Issues

Chapter 5 ObjectivesAfterreadingChapter5youwillbeableto.Compareand contrastethicsand law·Discuss the implications of ethical codes andself-regulation.Identifysome ofthemainprivacyconcernswithintraditional and digital contextsExplainsomeoftheimportantcopyright,patenttrademark, and data ownership issues relatedto the Internet.Highlightkeyethicalandlegal concernsrelateotoonlineexpression07001010100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 5-2 Chapter 5 Objectives • After reading Chapter 5 you will be able to: • Compare and contrast ethics and law. • Discuss the implications of ethical codes and self-regulation. • Identify some of the main privacy concerns within traditional and digital contexts. • Explain some of the important copyright, patent, trademark, and data ownership issues related to the Internet. • Highlight key ethical and legal concerns related to online expression

Software Piracy40%ofall softwareworldwidewaspiratedin2001.PiracyresultedinaUss10.7billionlossforfirms.840.000Internetsitessoldcounterfeitedsoftware. Vietnam,China, Indonesia,Ukraine, andRussia havehighestpiracy ratesMicrosoftbelievesthateducationisthebestweapon against piracy.Do you agree?70010701001117010000100701110100102006PrenticeHa

©2006 Prentice Hall 5-3 Software Piracy • 40% of all software worldwide was pirated in 2001. • Piracy resulted in a US$10.7 billion loss for firms. • 840,000 Internet sites sold counterfeited software. • Vietnam, China, Indonesia, Ukraine, and Russia have highest piracy rates. • Microsoft believes that education is the best weapon against piracy. Do you agree?

Ethics and Legal IssuesEthicsandlawarecloselyrelatedEthicsconcernstheanalysisof whatisrightand wrongand how we judge the differences.Moderntechnologypresentsachallengetomarketingethics.Criticalissues include:.Ownership of intellectual property·FreedomofexpressionUseofdataand itscollectionStatusofchildrenanddigital networks1007070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 5-4 • Ethics and law are closely related. • Ethics concerns the analysis of what is right and wrong and how we judge the differences. • Modern technology presents a challenge to marketing ethics. Critical issues include: • Ownership of intellectual property • Freedom of expression • Use of data and its collection • Status of children and digital networks Ethics and Legal Issues

The Problem of Self-RegulationWhataretheroles offormal lawsvs.freeoperationofthemarket?Supportersof self-regulation stresstheprivatesector'sabilitytoidentifyandresolveproblemsCritics argue that incentivesfor self-regulationareinsufficientlycompellingandtruedeterrencewill notbe achieved0007000170000000707070070C2006PrenticeHal

©2006 Prentice Hall 5-5 • What are the roles of formal laws vs. free operation of the market? • Supporters of self-regulation stress the private sector’s ability to identify and resolve problems. • Critics argue that incentives for self-regulation are insufficiently compelling and true deterrence will not be achieved. The Problem of Self-Regulation

Privacy.Theconcept ofprivacyhasboth ethicalandlegalaspectsThereislegalconfusionregardingprivacyNo specificprivacyprovisionwithintheU.SConstitution.Privacyhasbeenaddressedinthecommonlawofthe courts.Withinsociety,privacyinterestscompetewithconcerns for safety, economics, and need forassociation with others.7001:070100111101000010010111010010C2006PrenticeHa

©2006 Prentice Hall 5-6 • The concept of privacy has both ethical and legal aspects. • There is legal confusion regarding privacy. • No specific privacy provision within the U.S. Constitution. • Privacy has been addressed in the common law of the courts. • Within society, privacy interests compete with concerns for safety, economics, and need for association with others. Privacy

Privacy Within Digital ContextsAMACode ofEthicsforMarketingontheInternet:“informationcollected from customersshould be confidential and used only forexpressedpurposes.OnlineadvertisingfirmssuchasDoubleClickhavetraditionallyrecordedusers'clickstreamstoform userprofiles formarketingpurposes.·Controversyarosein2000whenDoubleClickacquired consumer names, addresses andbuying histories and planned to combine theoffline data withclickstream data1001070001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 5-7 Privacy Within Digital Contexts • AMA Code of Ethics for Marketing on the Internet: “information collected from customers should be confidential and used only for expressed purposes.” • Online advertising firms such as DoubleClick, have traditionally recorded users’ clickstreams to form user profiles for marketing purposes. • Controversy arose in 2000 when DoubleClick acquired consumer names, addresses and buying histories and planned to combine the offline data with clickstream data

Privacy Within Digital Contexts, cont.DatacanbeobtainedthroughcookiesCookiesarepacketsof datathat arecreatedand stored on the user's hard drive in responseto instructions received from a Web page.Cookiesallowmarketerstopinpointanindividual's onlinebehavior7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 5-8 Privacy Within Digital Contexts, cont. • Data can be obtained through cookies. • Cookies are packets of data that are created and stored on the user’s hard drive in response to instructions received from a Web page. • Cookies allow marketers to pinpoint an individual’s online behavior

The Privacy DebateSupportersofsystemssuchasDoubleClick'sargue that users wish to receive the benefits oftargetedadvertisersCritics point out that most users do notunderstandhowcomputersprocessdata·Preliminarytermsof theFTC agreementinclude:·Obligation to provide notice of data collection·Ban on combining existing data with personalinformation unlessopt-in permission is obtained10010101001117010000100107110100102006PrenticeHa

©2006 Prentice Hall 5-9 The Privacy Debate • Supporters of systems such as DoubleClick’s argue that users wish to receive the benefits of targeted advertisers. • Critics point out that most users do not understand how computers process data. • Preliminary terms of the FTC agreement include: • Obligation to provide notice of data collection. • Ban on combining existing data with personal information unless opt-in permission is obtained

The FTC and Privacy NormsTheFTChasidentifiedthefollowingnormsfortheethicaluseofconsumerinformation.·NoticeConsentAccessSecurityEnforcement000007001010000111101000010010111010010C2006PrenticeHall00

©2006 Prentice Hall 5-10 • The FTC has identified the following norms for the ethical use of consumer information: • Notice • Consent • Access • Security • Enforcement The FTC and Privacy Norms