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MARKETING ETHICS

GROUP 3
ATANU DHAR(12) IPSHITA GHOSH(21) MRINMAYA RANJAN KR MISHRA(26) RAJAT RANJAN(36)

MARKETING ETHICS

The Truth, the Whole Truth, and Nothing But the Truth or NOT

MARKETING ETHICS

Ethics in Marketing means deliberately applying standards of fairness, or moral rights or wrongs, to marketing decision making, behavior and practice in the organization. - American Marketing Association

4 MAJOR ETHICAL MARKETING DILEMMAS


Common Ethical Dilemmas Marketers Face Truth or Consequences It May Be Ethical, But Is It Legal? Instituting an Ethical Culture

ALL MARKETERS ARE LIARS . SETH GODIN

Until marketers start to take responsibility for the stories we tell and the promises we make, consumers will get increasingly sceptical and suspiciousand all marketers will lose.

PRODUCT ISSUES

Products that create harm Quality deterioration as a result of a harvesting strategy Planned obsolescence Counterfeit merchandise

CHANNEL ISSUES

Slotting allowances Buyback / stocklift / lift-out Gray market merchandise Exclusive geographic territories Exclusive dealing agreements Tying contracts Refusal to deal

PRICING ISSUES
Bid Rigging Predatory Pricing Price Discrimination Price fixing Price war

ETHICS IN INTERNATIONAL MARKET

This investigates ethical norms commonly recognized in all countries that govern international business and economic transactions.

EXAMPLE
Proctor and Gamble and HUL washing powder ad Anti dumping IPL

ADVERTISEMENTS -- MEANS OF EDUCATING PEOPLE


'Eat our cereal because it's low in fat and high in fibre'. This is good advice, offered, however, not in a spirit of social conscience but as part of the sales pitch 'Body odour' is one of the classic phrases invented by advertisers, embodying the concept that any natural human smell is, or ought to be regarded as offensive

UNETHICAL ADVERTISING
Degrade or underestimate the substitute of rival products Give false or misleading information on value of your own product Not disclosing the flip side of the product. ExampleSide effects of medicine

EVER WONDERED..
The greatest ill effect of unethical advertisement is on children, their way of thinking is altered.
What do you want to become in life Earlier: Doctor, Astronaut, Soccer Player. Now: A rich person

This phenomenon is termed as narcissist wounding. -- Allen D Kanner

ADVERTISEMENT AND CHILDREN


Children lack the perceptual defenses. Often they cannot evaluate advertisements in the real sense. Remember the boy who jumped off a cliff and died imitating the bungee jump in a Thumbs Up ad.

ADVERTISEMENT AND CULTURAL VALUES


The advertisement should not affect the cultural value of any person or community Hosting of such advertisements is punishable

Remember the Tuffs shoes campaign featuring Milind Soman and Madhu Sapre

Thank You