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G R O U P 3

A T A N U D H A R ( 1 2 )

I P S H I T A G H O S H ( 2 1 )

M R I N M A Y A R A N J A N K R M I S H R A ( 2 6 )

R A J A T R A N J A N ( 3 6 )

MARKETINGETHICS

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MARKETING ETHICS

The Truth, the Whole Truth, and Nothing But the Truth

or NOT

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MARKETING ETHICS

Ethics in Marketing means deliberately applyingstandards of fairness, or moral rights or wrongs, tomarketing decision making, behavior and practice inthe organization.

- American Marketing Association

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4 MAJOR ETHICAL MARKETING

DILEMMAS

Common Ethical Dilemmas Marketers Face

Truth orConsequences

It May Be Ethical, But Is It Legal?

Instituting an Ethical Culture

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ALL MARKETERS ARE LIARS . SETH

GODIN

Until marketers start to take responsibility for thestories we tell and the promises we make, consumerswill get increasingly sceptical and suspiciousand allmarketers will lose.

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PRODUCT ISSUES

Products that create harm

Quality deterioration as a result of a harvestingstrategy

Planned obsolescence

Counterfeit merchandise

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CHANNEL ISSUES

Slotting allowances

Buyback / stocklift / lift-out

Gray market merchandise

Exclusive geographic territories

Exclusive dealing agreements

Tying contracts

Refusal to deal

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PRICING ISSUES

Bid Rigging

Predatory Pricing

Price Discrimination

P

rice fix

ing

Price war

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ETHICS IN INTERNATIONAL MARKET

This investigates ethical norms commonly recognizedin all countries that govern international business andeconomic transactions.

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EXAMPLE

Proctor and Gamble and HUL washing powder ad

Anti dumping

IPL

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ADVERTISEMENTS -- MEANS OF

EDUCATING PEOPLE

'Eat our cereal because it's low in fat and high infibre'.

This is good advice, offered, however, not in a

spirit of social conscience but as part of the salespitch

'Body odour' is one of the classic phrases invented

by advertisers, embodying the concept that anynatural human smell is, or ought to be regarded asoffensive

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UNETHICAL ADVERTISING

Degrade or underestimate the substitute of rivalproducts

Give false or misleading information on value ofyour own product

Not disclosing the flip side of the product. Example-Side effects of medicine

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EVER WONDERED..

The greatest ill effect of unethical advertisement ison children, their way of thinking is altered.

What do you want to become in life

Earlier: Doctor, Astronaut, SoccerPlayer.Now: A rich person

This phenomenon is termed as narcissist wounding. -- AllenD Kanner

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ADVERTISEMENT AND CHILDREN

Children lack the perceptual defenses.

Often they cannot evaluate

advertisements in the real sense.

Remember the boy who jumped off a cliff anddied imitating the bungee jump in a Thumbs

Up ad.

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ADVERTISEMENT AND CULTURAL

VALUES

The advertisement should not affect the culturalvalue of any person or community

Hosting of such advertisements is punishable

Remember the Tuffs shoes campaign featuring MilindSoman and Madhu Sapre

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Thank You