Marketing Ethics Ppt12
Transcript of Marketing Ethics Ppt12
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M ARKETING ETHICS AND SOCIAL
RESPONSIBILITY
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W HAT IS ETHICS?
Ethics are the moral principles and values that govern
the actions and decisions of an individual or group.They serve as guidelines on how to act rightly and
justly when faced with moral dilemmas.
Right ? Wrong ?
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DEFINITION OF MARKETING ETHICS
Marketing ethics is the area of applied ethics which deals
with the moral principles behind the operation and
regulation of marketing. Some areas of marketing ethics
(ethics of advertising and promotion) overlap with media
ethics.
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M A RKETING ETHICS
Customer
ServicePricing
Distributor Relations
General
Code
Product
Development
Advertising
StandardsCorp
orateMarketing
Ethics
Policies
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ISSUES IN MA RKETING ETHICS
Marketresearch
Marketaudience
Pricingethics
Ethics inadvertisingand
promotion
The use of
ethics as a marketingtactic
Marketing
Strategy
Further
issues inmarketingethics
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CustomersCustomers
ProductProduct
IssuesIssues
PricingPricing
IssuesIssues
PromotionPromotionIssuesIssues
DistributionDistributionIssuesIssues
+ Employee Theft
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F A CTORS INFLUENCING ETHIC A L
MA RKETING BEH AVIOR
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REL A TIONSHIP BETWEEN MA RKETING A ND
ETHICS
a reasonable practice leading to positive
relationships.
that rules are not necessarily contractual.
allows buyers and sellers to work together.
disadvantage: requires time to develop a list of
expected conduct or ´rules of behavior.µ
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T HREE CONCEPTS OF
SOCIAL
RESPONSIBILITY
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SOCI A L CRITICISMS OF M A RKETING
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SOCI A L CRITICISMS OF M A RKETING
High
Prices
Shoddy or
Unsafe
Products
Poor
Service
Deceptive
Practices
Planned
Obsolescence
High
Pressure
Selling
Marketing¶sImpact onIndividual
Consumers
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Too FewSocial
Goods
False Wants andToo
Much Materialism
Too MuchPoliticalPower
CulturalPollutionCulturalPollution
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Acquisitions
of
Competitors
Marketing
Practicesthat
Create Barriers
to Entry
Unfair
Competitive
Marketing
Practices
Marketing¶s Impact on Other Businesses
Critics Charge that a Company·s Marketing Practices Can Harm Other
Companies and Reduce Competition Through:
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Responsibilities of themarketer
Honestyand f airness
Rights andDuties of
Parties in theMarketing Exchange
Process
In the Area of Product
Development and
Management
In the Area of
Promotions
In the Area of
Distribution
In the Area of
Pricing
In the Area of Marketing
Research
Organizational
Relationships
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Nike has been criticized lately about NOT beingsocially responsible
A ccusations of overseassweatshops, child labor,and exploiting lowerincome U.S. f amilies
Nike took the chargesseriously and commissioned a study of Nike f actories abroad
Nike donates more than $30million in cash and products tosports programs and 3% of earnings to charity
CEO Knight ² ´not sure howwe measure good performance
in corporate responsibilityµ
C A SE STUDY
NIKE
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VIDEO
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