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a. Deontological Evaluations
Deontologists believe that “certain features of the act itself other than the value it brings into existence” make an action or rule right (Frankena, 1963). Deontological views have a rich
intellectual history dating back at least as far as Socrates. For them the problem has been to
determine the “best” set of rules to live by. Examples proposed have been the “golden rule”
of “doing unto others as you would have them do unto you” (Sidgwick, 1907). According to
Laczniak; international marketers have certain duties, under most circumstances, constitute
moral obligations that include the duties of fidelity, gratitude, justice, beneficence, selfimprovement and non-injury.
b. Teleological Evaluation
Teleologists suggest that people ought to determine the results of various behaviors in a
situation
And evaluate the goodness or badness of all the consequences. A behavior is then ethical if it
produces a greater balance of good over evil than any available alternative. Teleology can be
divided into two subcategories as egoism and utilitarianism (Ferrel et al., 1989: 55-64).
(i). Egoism
Egoism defines rightness in terms of the consequences for the individual. It postulates that
one should choose actions that result in the maximum of good for oneself
(Rosen,1978).
(ii). Utilitarianism
In contrast to the egoist, the utilitarian does not minimize “bad” or maximize his/her own
“good” in general. Ethical universalism (utilitarianism) holds that an act is right only if it
creates the greatest good for the greatest number. Hobbes and Nietzsche were ethical egoists
but such philosophers as G.E.
Titany answered the question on November 26, 2021 at 12:19
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