ETHICS IN MARKETING

SUKANTA ROY

SHIFALI CHOUDHARY

SUPRIYA SINGH

NITY NIHARIKA

WHAT IS ETHICS?

Is the art and science of determining good and bad or right or wrong moral behavior.

WHAT IS MARKETING?

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.

WHY ETHICS ?

• When an organization behaves ethically, customers develop more positive attitudes about the firm, its products, and its services.

MARKETING ETHICS:

Marketing ethics as a right or wrong action

Marketing ethics means a standard by which a marketing action may be judged “RIGHT” or “WRONG”.

MARKETING ETHICS

• is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Ethics in marketing applies to different spheres such as in product, pricing, Placing(Distribution), promotion & advertising etc...

WHY WE NEED ETHICS IN MARKETING?

We can give many reasons but will notify some:

• When an organization behaves ethically, customers develop more positive attitudes about the firm, its products, and its services.

• To create Values or trust with key stakeholders

• To build good image about the organization in the minds of customer, employees, shareholders and the society.

ETHICAL ISSUES IN MARKETING:

We discuss Marketing issues by using 4P’S OF MARKETING:

• PRODUCT & PACKAGING

• PRICE

• PLACING (DISTRIBUTION)

• PROMOTION (ADVERTISING & BRANDING)

PRODUCT

• Consumer safety

• Product liability and reliability

• Designing for special needs

PACKAGING

Label information

Packaging graphics

Packaging safety

Environmental

implication of

packaging

PRICE: SECOND P OF MARKETING

• Bid rigging

• Supra competitive pricing

• Price fixing

• Price skimming

• Predatory pricing

• Price war

• Dumping (pricing policy)

• Variable pricing

PLACING: DISTRIBUTION

Product distribution (or place) is one of the four elements of the Marketing MIX.

Distribution of product or service is transporting them from manufacture to stockiest, wholesalers, retailer and then to consumers.

ETHICAL ISSUES IN DISTRIBUTION

• Ethical questions may also arise in the distribution process.

• Because sales performance is the most common way in which marketing representatives and sales personnel are evaluated.

• performance pressures exist that may lead to ethical dilemmas. For example: pressuring vendors to buy more than they need and pushing items that will result in higher commissions are temptations.

ADVERTISING &BRANDING

• Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.

• To present information to consumers as well as others

• To increase demand

• To differentiate a product

ETHICAL ISSUES IN ADVERTISING

• Puffery

• Advertising to Children

• Promoting Unhealthy Products

• Subliminal Advertising

• Deceptive Advertising

ThankYou