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ETHICAL ISSUES IN
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MARKETING MANAGEMENT
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WHAT IS
ETHICS?
Is the ar t and
science of
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determining good
and bad or right
or wrong moral
behavior.

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ETHICAL BEHAVIOUR
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WHAT IS
MARKETING?
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Marketing is the science and ar t of

exploring, creating, and delivering value to
satisfy the needs of a target market at a
profit.

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What is ethical
marketing?
• Ethical marketing refers to the application of marketing ethics into the
marketing process

• Marketing ethics has the potential to benefit society as a whole, both in the
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short- and long-term

• Study of Ethical marketing should be included in applied ethics and involves

examination of whether or not an honest and factual representation

• Marketing ethics has influenced companies and their response is to market

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What is ethical
marketing? (cont.…)
• The philosophy of marketing is not lost with this new found ethical
slant, but rather hopes to win customer loyalty
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• Ethical marketing should not be confused with government regulations

brought into force to improve consumer welfare

• 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 overlap with media ethics.

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The Influence of Ethics in Marketing ?

• Ethics are all about principles present
in an individual showing the right
conduct which helps in shaping the
decisions of the customers as well as
of the organization.
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• Ethics play a very important role in

influencing the behavior of the
individuals to help them in their
b u y i n g d e c i s i o n . F i r s t l y, w h e n a n
o r g a n i z a t i o n b e h a v e s e t h i c a l m a n n e r,
customers develop a positive attitude
about the organizations and its

M p r o d u c t s o r s e r v i c e s . S e c o n d l y, t h e
organization will get more frequent
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MARKETING ETHICS INCLUDES…

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Factors influencing ethical decisions

It is true that marketing involves buying and selling
of products, services or ideas to the people in
different ways, some are ethical but some are
unethical.
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The U.S. Constitution (Kennedy's Consumer Bill of

Rights 1962) provides protections for basic consumer
rights as long as they meet five conditions:
• - The Right to Safety
• - The Right to Be Informed
• - The Right to Selection
• - The Right to Confidentiality
M • - The Right to Privacy
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Factors influencing ethical decisions

( cont.…)
The essential factors can be classified into four
important areas:-
• Individual Factor
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• Opportunity
• Organizational Relationship
• Ethical Marketing Decision

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Ethical Issues and the Marketing Mix

Product Price
Issues Issues
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Promoti
Place
on
Issues
Issues

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UNETHICAL PRACTICES IN
MARKETING - EXAMPLES
• Pricing lack of clarity in
pricing
• Dumping
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• Price fixing cartels
• Encouraging people to
claim prizes when they
phoning premium rate
numbers
• “Bait and switch” selling
• High pressure selling
M • Counterfeit goods and
• Copying the style of
packaging in an attempt
to mislead consumers
• Deceptive advertising
• Irresponsible issue of
credit cards and the
irresponsible raising of
credit limits
• Unethical practices in
market research and
competitor intelligence
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Institute of Business Ethics Suggestions for

Good Practice
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ADVANTAGES OF
MARKETING ETHICS
Ethics always play crucial role in attracting the attention of customers.

• The transparency in selling or buying is always liked by people and

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they show great interest in the product/service.

• Ethics synergizes a mutual relationship between the customer and the

organization which is built on trust, good faith and fair dealing in their
interaction.

M • It helps the customers to take the right and fast decision in choosing a
particular product
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CONCLUSION
• The philosophy of marketing is not lost with this newfound ethical
slant, but rather hopes to win customer loyalty by reinforcing the
positive values of the brand, creating a strong citizen brand.
However, this new way of thinking does create new challenges for
the marketer of the 21st century, in terms of invention and
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development of products to add long-term benefits without

reducing the product's desirable qualities.

• Ethics in professional lives is not a new thing. Ethics have been

around for ages. Today every profession have it’s codes that their
professionals live by. Marketers are no exception. So remember,
M where ever you go and whatever you do remember the rules.
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SHREYA YADAV

SHUBHAM JANGRA

AJAY MEHTA
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THANK YOU
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