marketing ethics ppt12

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M ARKETING ETHICS AND SOCIAL

RESPONSIBILITY

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 W HAT IS ETHICS?

Ethics are the moral principles and values that govern

the actions and decisions of an individual or group.They serve as guidelines on how to act rightly and

 justly when faced with moral dilemmas.

Right ? Wrong ?

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DEFINITION OF MARKETING ETHICS

Marketing ethics is the area of applied ethics which deals 

with the moral principles behind the operation and 

regulation of marketing. Some areas of marketing ethics 

(ethics of advertising and promotion) overlap with media 

ethics.

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M A RKETING ETHICS

Customer 

ServicePricing

Distributor Relations

General

Code

Product

Development

 Advertising

StandardsCorp

orateMarketing

Ethics

Policies

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ISSUES IN MA RKETING ETHICS

Marketresearch

Marketaudience

Pricingethics

Ethics inadvertisingand

promotion

The use of 

ethics as a marketingtactic

Marketing

Strategy

Further

issues inmarketingethics

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CustomersCustomers

ProductProduct

IssuesIssues

PricingPricing

IssuesIssues

PromotionPromotionIssuesIssues

DistributionDistributionIssuesIssues

+ Employee Theft

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F A CTORS INFLUENCING ETHIC A L

MA RKETING BEH AVIOR

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REL A TIONSHIP BETWEEN MA RKETING A ND

ETHICS

a reasonable practice leading to positive

relationships.

that rules are not necessarily contractual.

allows buyers and sellers to work together.

disadvantage: requires time to develop a list of 

expected conduct or ´rules of behavior.µ

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T HREE CONCEPTS OF 

SOCIAL 

RESPONSIBILITY 

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SOCI A L CRITICISMS OF M A RKETING

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SOCI A L CRITICISMS OF M A RKETING

High

Prices

 Shoddy or 

Unsafe

Products

Poor 

Service

Deceptive

Practices

Planned

Obsolescence

High

Pressure

Selling

Marketing¶sImpact onIndividual

Consumers

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Too FewSocial

Goods

False Wants andToo

Much Materialism

Too MuchPoliticalPower 

CulturalPollutionCulturalPollution

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Acquisitions

of 

Competitors

Marketing

Practicesthat

Create Barriers

to Entry

Unfair 

Competitive

Marketing

Practices

 Marketing¶s Impact on Other Businesses

Critics Charge that a Company·s Marketing Practices Can Harm Other

Companies and Reduce Competition Through:

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Responsibilities of themarketer

Honestyand f airness

Rights andDuties of 

Parties in theMarketing Exchange

Process

In the Area of Product 

Development and

Management 

In the Area of 

Promotions

In the Area of 

Distribution

In the Area of 

Pricing 

In the Area of Marketing 

Research

Organizational

Relationships

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Nike has been criticized lately about NOT beingsocially responsible

A ccusations of overseassweatshops, child labor,and exploiting lowerincome U.S. f amilies

Nike took the chargesseriously and commissioned a study of Nike f actories abroad

Nike donates more than $30million in cash and products tosports programs and 3% of earnings to charity

CEO Knight ² ´not sure howwe measure good performance

in corporate responsibilityµ

C A SE STUDY 

NIKE

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VIDEO

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