Ethical Dilemmas in

Marketing
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Table of contents

01 02 03
Ethical problems in Anti-competitive Delivery
market research practices channels
Describe the topic Describe the topic Describe the topic
of the section here of the section here of the section here

04 05 06
Deceptive marketing Ethics in advertising Pricing
policies and ethics and promotion ethics
Describe the topic Describe the topic Describe the topic
of the section here of the section here of the section here
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 “This is a quote. Words full
of wisdom that someone
important said and can make
the reader get inspired.”
—Someone Famous
 01
Ethical problems in
market research
You can enter a subtitle here if
you need it
Emerging ethical problems in
market research
Do you know what helps you make your point
clear? Lists like this one:

● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!

And the most important thing: the audience won’t

miss the point of your presentation
You could use three columns,
why not?

Mars Jupiter Saturn

Despite being red, It’s a gas giant and Yes, this is the ringed
Mars is a cold place the biggest planet one. It’s a gas giant
 Maybe you need to
divide the content

Mercury Venus
It’s the closest Venus has a
planet to the Sun beautiful name, but
and the smallest it’s terribly hot
 A picture always
reinforces the concept

Images reveal large amounts

of data, so remember: use an
image instead of long texts
A picture is worth a
thousand words
Awesome
words
 Ethics in advertising and promotion

2,5% Common
2,5% Regulatory issues
good

30% Government 30% Business

Despite being red, Yes, this is the ringed
Mars is a cold place one. It’s a gas giant

2,5% Political & 2,5% Ethical

legislative issues issues
30% Social sector
It’s the closest planet
to the Sun
 Advertising do’s and
don'ts
Do
●Do fully and clearly disclose all
material information in the
advertisement
●Do charge the lowest of two or more
prices appearing on a product
●Do ensure that you have reasonable
quantities of a product advertised at a
bargain price
Do not
●Do not run a "sale" for a long period or
repeat it every week
●Do not increase the price of a product
or service to cover the cost of a free
product or service
●Do not use illustrations that are
different from the product being sold
Use a graph to show your data

Mars
60% Despite being red, Mars
is a cold place, not hot

Saturn
10% Saturn is the ringed
one and a gas giant

Jupiter
30% It’s the biggest planet
in the Solar System
If you want to modify this graph, click on it,
follow the link, change the data and replace it
Ethics dilemma grid

All or Ø
High Risk Very High Risk

Low Risk High Risk Personal benefit

Very Low Risk Low Risk

No effect

Incidental External pressure Intense

 Ethical marketing implementation steps

Mercury is the Despite being red,

closest planet to Step 2 Mars is a cold Step 4
the Sun place, not hot

Jupiter is a gas Neptune is the

Step 1 giant and the Step 3 farthest planet
biggest planet from the Sun
Model of ethical decision-making

Individual factors
● Knowledge
● Values
● Attitudes
● Intentions

Evaluation of
Social and cultural Ethical issue or Individual decision
Behavior behavior as ethical or
environment dilemma making
unethical

Organizational factors
● Significant others
● Opportunities
 Examples of deceptive advertising
practices

Bait and False environmental

Overstating benefits
switch claims
Despite being red, It’s a gas giant and the Yes, this is the ringed
Mars is a cold place biggest planet one. It’s a gas giant

Misleading Hidden
Photography tricks
comparisons fees
It’s the closest planet Venus has a beautiful It’s the farthest planet
to the Sun name, but it’s very hot from the Sun
You can use a table

Mass Diameter Gravity

Jupiter 100 355 370

Mercury 490 150 890

Saturn 450 345 567

Venus 1,000 260 245

This is a map

60%
Mercury
Mercury is the closest
planet to the Sun

10%
Jupiter
Jupiter is a gas giant
and the biggest planet
 Anti-Competitive
02 Practices
You can enter a subtitle here if
you need it
 Unethical marketing practices
Areas of ethical
Unethical marketing practices
abuse
●Researcher’s dishonesty
Marketing research ●Using manipulating research techniques
to produce desirable findings
●Planned product obsolescence
Product
●Arbitrary product elimination
management
●Product adulteration or imitation
●Unfair and excessive pricing
Pricing ●Predatory pricing
●Setting artificially high prices
●Unequal treatment of customers
Sales and
●Corrupting purchase decision makers
personal service
●Deceptive salespersons practices
●Gathering fictional data/falsifying
research data
●Invasion of privacy
●Altering the quality and size of a product
to keep the price at the same level
●Misbranding practices
●Price collisions
●Offering different prices for different
buyers
●Undelivered promises of salespersons
●Unresponsiveness to customer
complaints
 Unethical marketing practices
Areas of ethical
Unethical marketing practices
abuse
●Different treatment of customers ●Collecting customer data and selling
Customer
●Information misuse them without customer’s knowledge
management
●Invasion on privacy of consumer ●Binding customers with contracts and
and databases
information confusing them
●Planned product obsolescence
Marketing ●Altering the quality and size of a product
●Arbitrary product elimination
communications to keep the price at the same level
●Product adulteration or imitation
●Customer manipulation ●Online promoting and selling harmful
On-line
●Contacting people without their consent products
marketing
and spamming intrusiveness ●Social media manipulation
●Unethical marketing practices aimed at ●Exploitation of labor force, including
High ethical
children and seniors child labor
vulnerability
●Alcohol and tobacco advertising and sales ●Creating threats for natural environment
Ethical pricing issues to avoid

Price Price
1 fixing 3 discrimination
Mercury is the closest Venus has a beautiful
planet to the Sun name, but it’s very hot

Yo-Yo
2 False advertising 4 pricing
Despite being red, Mars Neptune is the farthest
is a cold place, not hot planet from the Sun
How about some percentages?

75% 25% 50%

Mercury Venus Neptune

It’s the closest planet Venus has a beautiful It’s the farthest
to the Sun name, but it’s very planet from the Sun
hot
4,498,300,000
Big numbers catch your audience’s attention
 333,000.00
earths is the Sun’s mass

24h 37m 23s

it’s Jupiter’s rotation period

386,000 km
it’s the distance between the Earth and the Moon
 Conclusion
Mercury is the closest planet to the Sun and
the smallest one in the Solar System—it’s
only a bit larger than the Moon
Reviewing concepts is a good idea

Mars Jupiter Saturn

Despite being red, It’s a gas giant and Yes, this is the ringed
Mars is a cold place the biggest planet one. It’s a gas giant

Mercury Venus Neptune

It’s the closest planet Venus has a beautiful It’s the farthest
to the Sun name, but it’s very planet from the Sun
hot
 Our team

Helena Paterson John Doe

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