MARKETING ETHICS AND SOCIAL

RESPONSIBILITY

WHAT 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.

MARKETING ETHICS
Distributor Relations Product Development Pricing Advertising Standards Customer Service

Corporate Marketing Ethics Policies

General Code

ISSUES IN MARKETING ETHICS

Market research

Market audience

Pricing ethics

Ethics in advertising and promotion

The use of ethics as a marketing tactic

Marketing Strategy

Further issues in marketing ethics

FACTORS INFLUENCING ETHICAL MARKETING

BEHAVIOR

SOCIAL CRITICISMS OF MARKETING

SOCIAL CRITICISMS OF MARKETING

High Prices Poor Service

Planned Obsolescence

Marketings Impact on Individual Consumers

Shoddy or Unsafe Products

Deceptive Practices
High Pressure Selling

Marketings Impact on Other Businesses

Critics Charge that a Companys Marketing Practices Can Harm Other Companies and Reduce Competition Through:

Acquisitions of Competitors

Unfair Competitive Marketing Practices

Marketing Practices that Create Barriers to Entry

Responsibilities of the marketer

Honesty and fairness

Rights and Duties of Parties in the Marketing Exchange Process

In the Area of In the Area of Product In the Area of In the Area of In the Area of Organizational Development Marketing Promotions Distribution Pricing Relationships and Research Management