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
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not?

Mars Jupiter Saturn

Despite being red, It’s a gas giant and Saturn is a gas giant
Mars is a cold place the biggest planet and has rings
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 Maybe you need to
divide the content

Mercury Venus
Mercury is the Venus has a
smallest planet in beautiful name, but
the Solar System it’s terribly hot
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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, Saturn is a gas giant
Mars is a cold place and has several rings

2.5% Political & 2.5% Ethical

legislative issues issues
30% Social sector
Mercury is the
smallest planet
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 Advertising do’s and
don'ts
Do
● Mercury is the closest planet to
the Sun and the smallest one
● Venus has a beautiful name and is
the second planet from the Sun
● Earth is where we all live and the
third planet from the Sun
Do not
● Despite being red, Mars is actually
a very cold place
● Saturn is a gas giant. It’s
composed mostly of hydrogen
and helium
● Neptune is the farthest planet
from the Sun. It’s really cold there
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Mars
60% Despite being red, Mars
is a cold place, not hot

Saturn
10% Saturn is a gas giant
and has several rings

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
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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

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 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
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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
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 Examples of deceptive advertising
practices

Bait and False environmental

Overstating benefits
switch claims
Despite being red, Jupiter is a gas giant Saturn is a gas giant
Mars is a cold place and the biggest planet and has several rings

Misleading Hidden
Photography tricks
comparisons fees
Mercury is the closest Venus has a beautiful Neptune is the farthest
planet to the Sun name, but it’s very hot planet 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
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 Anti-competitive practices
02 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 ●Binding customers with contracts and
and databases
consumer 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
On-line
●Contacting people without their consent harmful 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
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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
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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
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4,498,300,000
Big numbers catch your audience’s attention
 333,000
The Sun’s mass compared to Earth’s

9h 55m 23s
Jupiter’s rotation period

386,000 km
Distance between Earth and the Moon
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 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 Saturn is a gas giant
Mars is a cold place the biggest planet and has several rings

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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“Mercury is closest “Despite being red,
planet to the Sun Mars is actually a
and the smallest” very cold place”

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“Venus has a “Neptune is the “Saturn is a gas

beautiful name and farthest-known giant and has
is the second planet” planet from the Sun” several rings”

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planet to the Sun
and the smallest”

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TITLE 1 planet to the Sun
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the smallest”
“Mercury is closest
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