MARKETING ETHICS

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.

ISSUES IN MARKETING ETHICS

Advertising and promotion Portrayal of Offensive Women in material Marketing efforts Deceptive marketing Practices Issues related Distribution practices To children

materialism

UNFAIR OR DECEPTIVE MARKETING PRACTICES

if

customers believe they will get more value from a product or service than they actually receive. misrepresentation, omission, or misleading practice

OFFENSIVE MATERIALS AND OBJECTIONABLE MARKETING PRACTICES

sale of unsafe products : Not made perfectly, lacking in quality standard.

Product dont guarantee the full benefits promised. e.g health foods planned obsolescence : is an attempt to shorten the life of the product by deliberate act

DISTRIBUTION PRACTICES
pressuring vendors to buy more than they need and pushing items that will result in higher commissions are temptations. promising shipment when knowing delivery is not possible by the promised date

OVERFOCUS ON MATERIALISM
Todays world is based on the value system of material possessions. People are judged by what they OWN not by what they ARE. purchase more than they need or can afford. Unsolicited offers of credit cards with high limits or high interest rates

ISSUES IN MARKETING TO CHILDREN

Children are an important marketing target for certain products. Because their knowledge about products, the media, and selling strategies is usually not as well developed as that of adults. For example, studies linking relationships between tobacco and alcohol marketing with youth consumption resulted in increased public pressure directly leading to the regulation of marketing for those products. use of the Internet to market to children also raises ethical issues, they present objectionable materials to underage consumers or pressure them to buy items

ISSUES SURROUNDING THE PORTRAYAL OF WOMEN IN MARKETING EFFORTS

demeaning stereotypes include those in which women are presented as less intelligent, submissive to or obsessed with men, unable to assume leadership roles or make decisions, or skimpily dressed in order to appeal to the sexual interests of males Harmful stereotypes include those portraying women as obsessed with their appearance or conforming to some ideal of size, weight, or beauty Advertisements, in particular, should be evaluated to be sure that the images projected are not offensive.

ADVERTISING AND PROMOTION

Issues over truth and honesty. In the 1940s and 1950s, tobacco used to be advertised as promoting health. Today an advertiser who fails to tell the truth not only offends against morality but also against the law Negative advertisement techniques, such as attack ads. In negative advertising, the advertiser highlights the disadvantages of competitor products rather than the advantages of their own.

FURTHER ISSUES IN MARKETING ETHICS

Marketing ethics overlaps with environmental ethics in respect of waste problems associated with the packaging of products. Leakage of inside information In order to get work done, giving of gifts and tips to the key executives. Favours: the rule that applies is suitability than capability . It goes on the bases of caste, creed, color, sex , blood-relation, friendship. Incompetent persons are made to occupy the seats of power. Unrecorded or falsely recorded funds and transactions