Marketing business ethics

By
Muhammad Ans Majeed
16-NTU-1336

Saturday, August 15, 2020 1

 What is ethics?

Ethics is the art and science of determining good

and bad or right and wrong moral behavior of a
single or group of people.

Saturday, August 15, 2020 2

 What is MARKETING?

Marketing is the science and art of exploring, creating,

and delivering value to satisfy the needs of a target
market at a profit.
- Philip Kotler

Saturday, August 15, 2020 3

 Marketing Ethics

Marketing ethics is an area that deals with the moral

principles behind marketing. Ethics in marketing
applies to different spheres such as in product, pricing,
Placing (Distribution), promotion & advertising etc...

Saturday, August 15, 2020 4

Why we need Ethics in Marketing?

There are many reasons but will notify some:

• When an organization behaves ethically, customers develop more

positive attitudes about the firm, its products, and its services.

• To create Values or trust with key stakeholders

• To build good image about the organization in the minds of

customer, employees, shareholders and the society.

Saturday, August 15, 2020 5

 Ethical Issues in Marketing:

We discuss Marketing issues by using 4P’S OF MARKETING:

• PRODUCT & PACKAGING

• PRICE

• PLACING (DISTRIBUTION)

• PROMOTION (ADVERTISING & BRANDING)

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 Product

• Consumer safety

• Product liability and reliability

• Designing for special needs

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 Packaging
• Label information

• Packaging graphics

• Packaging safety

• Environmental implication of packaging

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 Price: Second P of Marketing
• Bid rigging

• Supra competitive pricing

• Price fixing

• Price skimming

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 PLACING (DISTRIBUTION)
• Product distribution (or place) is one of the four
elements of the Marketing MIX.

• Distribution of product or service is transporting them

from manufacture to stockiest, wholesalers, retailer and
then to consumers.

Saturday, August 15, 2020 10