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Marketing and Society: Social

Responsibility and Marketing
Ethics
Public Policy and Ethical Issues in Marketing

Irritation to Consumers

Taking unfair advantage of impulsive or less

sophisticated buyers

Targeting TV-addicted shoppers

Deception, Fraud

Invasion of Privacy
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Criticisms of Marketing
High Prices

Deceptive Practices

High-Pressure Selling

Shoddy or Unsafe Products

Planned Obsolescence

Poor Service to Disadvantaged Consumers

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Deceptive Practices
• Deceptive Pricing:
– Falsely advertising “factory” or “wholesale” prices or
large reductions from phony high retail list prices.
• Deceptive Promotion:
– Overstating a product’s features or performance,
running rigged contests.
• Deceptive Packaging:
– Exaggerating package contents through subtle
design, using misleading labeling, etc.

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High-Pressure Selling

• Salespeople are trained to deliver smooth,

canned talks to entice purchase.
• Hard sales can occur because of prizes
going to top sellers.
• High-pressure selling not good for long-
term relationships.

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Shoddy or Unsafe Products

• Products not made well or service not

performed well.
• Products deliver little benefit or can be
harmful.
• Unsafe products due to manufacturer
indifference, increased production
complexity, poorly trained labor, and poor
quality control.
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Planned Obsolescence

• Products needing replacement before they

should be obsolete.
• Producers change consumer concepts of
acceptable styles.
• Intentionally holding back attractive
functional features, then introducing them
later to make old model obsolete.

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Poor Service to Disadvantaged
Consumers
• Poor may pay more for inferior goods.
• “Redlining” may occur in disadvantaged
neighborhoods.
• Higher insurance premiums to people with
poor credit ratings.
• “Weblining” can occur.

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Environmentalism

• An organized
movement of
concerned citizens
and government
agencies to protect
and improve
people’s living
environment.

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Consumerism
• Consumerism is an
organized movement
of citizens and
government agencies
to improve the rights
and power of buyers
in relation to sellers.

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 Consumerism: Buyers’ Rights
The right not to buy a product that is offered for sale.

The right to expect the product to be safe.

The right to expect the product to perform as claimed.

The right to be well informed about important aspects of the product.

The right to be protected against questionable products and marketing

practices.

The right to influence products and marketing practices in ways that will
improve “quality of life.”
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 Consumerism: Sellers’ Rights
The right to introduce any product in any size and style, provided it is
not hazardous to personal health or safety; or, if it is, to include proper
warnings and controls.

The right to charge any price for the product, provided no discrimination
exists among similar kinds of buyers.

The right to spend any amount to promote the product, provided it is

not defined as unfair competition.

The right to use any product message, provided it is not misleading or

dishonest in content or execution.

The right to use any buying incentive schemes, provided they are not
unfair or misleading.
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 Marketing’s Impact on Society as
a Whole
False Wants & Too
Much Materialism (i.e., Producing Too Few
what you own vs. who Social Goods
you are).

Too Much Political

Cultural Pollution
Power

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