marketing ethics ppt12

8/8/2019 Marketing Ethics Ppt12

http://slidepdf.com/reader/full/marketing-ethics-ppt12 1/17

M ARKETING ETHICS AND SOCIAL

RESPONSIBILITY



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 ?



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.



M A RKETING ETHICS

Customer

ServicePricing

Distributor Relations

General

Code

Product

Development

Advertising

StandardsCorp

orateMarketing

Ethics

Policies



ISSUES IN MA RKETING ETHICS

Marketresearch

Marketaudience

Pricingethics

Ethics inadvertisingand

promotion

The use of

ethics as a marketingtactic

Marketing

Strategy

Further

issues inmarketingethics



CustomersCustomers

ProductProduct

IssuesIssues

PricingPricing

IssuesIssues

PromotionPromotionIssuesIssues

DistributionDistributionIssuesIssues

+ Employee Theft



F A CTORS INFLUENCING ETHIC A L

MA RKETING BEH AVIOR



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



T HREE CONCEPTS OF

SOCIAL

RESPONSIBILITY



SOCI A L CRITICISMS OF M A RKETING



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



Too FewSocial

Goods

False Wants andToo

Much Materialism

Too MuchPoliticalPower

CulturalPollutionCulturalPollution



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:



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



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



VIDEO

marketing ethics ppt12

Documents