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This paper presents an alternative method for discussing ethical issues. The method supports the use of the real world situations and emphasizes the interaction of all constituencies. The method incorporates the use of newspaper reports of real-life occurrences. It also stresses the use of local stories when possible. [ABSTRACT FROM AUTHOR]

This article outlines a useful methodology for incorporating ethics into the marketing classroom. Students are encouraged to explore the ramifications of a variety of marketing situations and determine the appropriate response for each. The exercise evolves into a discussion of the underlying justification for arriving at that particular decision. This pedagogical approach has proven useful in moving ethical decisions away from situation specific answers and toward internalized decisions. [ABSTRACT FROM AUTHOR]