Ethics in global marketing& advertising

Group Members Sr NAMES

ROLL NUMBER1) JARNA CHOTWANI 092 ) RAHUL MOTWANI 253) ASHISH PANDEY

304) NILESH VAZIRANI 545) PAWAN WADHWANI 55

INTRODUCTION WHAT IS MARKETING ? Marketing is a process of

bringing together businesses with the customers and involves numerous components .

3 important things include :- PRODUCT DEVELOPMENT PUBLIC RELATIONS ADVERTISING

GLOBAL MARKETING AND ETHICS

The Oxford University defines global marketing as “marketing on a worldwide scale or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives..”

Conti … Ethics seems to have been lost in

the global business world today .

Ethics varies from culture to culture

Ethics also deals with religious issues

Globalization & international marketing ethics are closely related to each other .

Example :- TATA GROUP

Drawback Major ethical problems faced

such as :-

Traditional small scale bribery

Large scale bribery

Gifts & Favours

Pricing

Conti … Products / Technology

Tax avoidance practices

Commission to channel members

Cultural Differences

Involvement in political affairs

Story of Primark

How to solve global ethics problems ?

GUIDELINES TO SOLVE GLOBAL ETHICAL

PROBLEMS:- Do not direct intentional harms. Produce more good than harm for

the host country Respect the rights of the

employees Respect the local culture Mnc should pay the tax and

cooperate with the government

ADVERTISING

Introduction :- Advertising is the attempt

to send information to people to convince them to spend their money with a certain company. The ads can attack any of the senses like, sight, hearing , smell or taste .

example :- “ Popcorn “

Conti ...

Advertising is a big business. Billions of dollars are spent . Many industries exist due to large amount of capital spent in advertisement .

The advertisement is done through :-

T V Magazines Newspaper

Ethics in Advertising Advertising Standard Council of

India ASCI is a voluntary Self – Regulation

council in advertising ensuring the protection of interest of the consumers

Ad Agencies, Media (including Broadcasters and the Press). Its main objective is to promote responsible advertising thus enhancing the public's confidence in Advertising.

Code of conduct By ASCI

CODE 1 :-

To ensure the truth fullness honesty of representation and claims made by advertising and to safe guard against misleading advertisement

Code of conduct By ASCI

CODE 2:-

To ensure that advertisement are no offensive to generally accepted standard of public decency

Advertisement should contain noting indecent vulgar or repulsive which is likely in the light of generally standard of decency and propriety to cause grave or white speared offence.

Code of conduct By ASCI

CODE 3 :- To safeguard against

the indiscriminate use of advertising in situations or of the promotion of products which are regarded as hazardous or harmful to society or to individuals, particularly minors to a degree or of type which is unacceptable to society at large.

Code of conduct By ASCI

CODE 4 :- To ensure that

advertisement observe fairness in competition such that consumer’s need to be informed on choice in market-place and the canons of generally accepted competitive behavior in business are both served.

Success story of Tata TetleyTata Tetley tea acquires 24 % market

shareIn united kingdom Tata Tetley tea is a famous brand all over

the globe due to its ethical behavior , brand loyalty & customer service .

CONCLUSION

J R D Tata said :- “ Maintain the high ethical

standards & expect the same of his employees .

there is no shortcuts in life & the surest formula for success is HARDWORK & CONFIDENCE in your abilities ….. “