Ethics Ppt Pre Final

7/23/2019 Ethics Ppt Pre Final

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THE ETHICAL ASPECTOF MARKETING



WHAT IS ETHICS INGENERAL? Ethics refer to moral ri!ci les "e#!e" $% socialsta!"ar"s that &'i"e eo le a!" &ro' s( co!ce t ofri&ht a!" )ro!&*



HOW A+O,T MARKETINGETHICS? Mar-eti!& Ethics refers to the ma!!er i! )hich a$'si!ess rese!ts its ro"'cts to the co!s'mers*

Refers to ri!ci les a!" sta!"ar"s that "e#!eacce ta$le co!"'ct i! the mar-et lace*



WH. /O WE HA0E TOKNOW MARKETING

ETHI ?



+ASES OF MARKETINGETHICS





STAKEHOL/ERS THAT AREAFFECTE/ +. OR +ENEFITFROM MARKETING Co!s'mers

Co!s'mers( ri&hts

Societ%

E!1iro!me!t

Em lo%ees



STAKEHOL/ERS THAT AREAFFECTE/ +. OR +ENEFITFROM MARKETING S' liers

Re&'lators

Com a!%

Ma!a&eme!t

Me"ia



FI0E P(S OF MARKETING

Product Safety 2 com lia!ce to $oth a"1isor% a!" com 'lsor% sta!"ar"s thate!s're the safet% of ro"'cts a!" ser1ices

Product Liability

2 a com a!%(s acco'!ta$ilit% for a!% form of i!3'r% ca'se" $% aro"'ct or a ser1ice*

Packaging 2 e!closi!&4 rotecti!&4 a!" rese!ti!& ro"'cts or ser1ices for"istri$'tio!4 stora&e4 sale4 a!" 'se*



FI0E P(S OF MARKETING

Product Impact 2 a ro"'ct or ser1ice(s e5ect o! the sta-ehol"ers*

Pricing 2 a com a!%(s "isti!ct rocess of "etermi!i!& )hat)ill $e recei1e" as &ross a!" !et ro#ts i! e6cha!&efor ro"'cts a!" ser1ices*



FACTORS THAT INFL,ENCEETHICAL 7,/GMENT Societ%(s c'lt're a!" !orms

+'si!ess or cor orate c'lt're

I!"'str%(s ractices

Perso!al moral hiloso h%



MARKETING ,S,ALL.+ECOMES ,NETHICAL WHEN8 Whe! co!s'mers( ri&ht to ma-e o)! choices 9self2"etermi!atio!: is i!fri!&e"*

Whe! com etitors( ri&ht to fair com etitio! isi!fri!&e"*

Whe! co!s'mers( erso!al a!" social 1al'es arema!i 'late"*

Whe! the e!1iro!me!t is a"1ersel% a5ecte"*



MARKETING ,S,ALL.+ECOMES ,NETHICAL WHEN8 Whe! com a!ies fail to "eli1er the s' l% &oesa&ai!st the "ema!" or the c'stomers( !ee"s*

Whe! com a!ies fail to "eli1er o! romises*

Whe! com a!ies co!"'ct &ree"% a!" short2termro#teeri!& as o ose" to a""i!& lo!&2term 1al'e*



CATEGORIES OF MARKETINGWHERE ISS,ES OF,NETHICAL MARKETING AREPRESENT Marketing Research I!1asio! of Pri1ac% A$se!ce of Tra!s are!c% Stereot% i!&

Market Audience Determination Selecti1e Mar-eti!& or Mar-et E6cl'sio! Tar&eti!& of the 0'l!era$le



CATEGORIES OF MARKETINGWHERE ISS,ES OF,NETHICAL MARKETING AREPRESENT Pricing Bid rigging ; a $i""i!& is 3'st for formalit%(s sa-e $'t the $i"ha" alrea"% $ee! a)ar"e" to a art%* Dumping – e6 orti!& of a ro"'ct at a rice $elo) )hat it(schar&e" i! the home mar-et*

Predatory Pricing – setti!& a rice 1er% lo) to "ri1e a)a%com etitors* Price Discrimination – assi&!i!& "i5ere!t rices to similar

ro"'cts i! "i5ere!t mar-ets Price !ouging – rici!& ro"'cts at a le1el m'ch hi&her tha!'s'al or )hat is co!si"ere" reaso!a$le*



CATEGORIES OF MARKETINGWHERE ISS,ES OF,NETHICAL MARKETING AREPRESENT Pricing Price "i#ing – is e&&i!& ro"'cts or ser1ices at a #6e"

rice $% co!trolli!& the "ema!" a!" s' l%* Price Skimming – setti!& ro"'cts at a relati1el% hi&h riceat #rst $'t e1e!t'all% lo)ers it*

Price $ar – re etiti1e c'tti!& "o)! of rices $elo) others i!the com etitio! '!til the others &i1e ' a!" e6it the mar-et* Supracompetiti%e Pricing – is rici!& a$o1e )hat ca! $es'stai!e" i! the mar-et* &ariable Pricing – co!sta!t cha!&i!& of rices*



CATEGORIES OF MARKETINGWHERE ISS,ES OF,NETHICAL MARKETING AREPRESENT 'ontent Pu(ery – mar-eti!& stateme!ts a!" claims thatcomm'!icate s'$3ecti1e 1ie)s a!" sho'l" !ot $e ta-e!literall%* "alse Ad%ertising 'ontro%ersial Ad%ertising – 'se of se6'al or eroticima&er%4 1iole!ce4 or ercei1e" reli&io's $las hem%* )egati%e Ad%ertising – "irectl% or i!"irectl% attac-scom etitors $% hi&hli&hti!& their "isa"1a!ta&es* Legal Disclaimers



CATEGORIES OF MARKETINGWHERE ISS,ES OF,NETHICAL MARKETING AREPRESENT Deli%ery 'hannels Electro!ic SPAM<,!solicite" Emails Telemar-eti!&<Col" Calli!& Shilli!& ; is rete!"i!& to $e a stra!&er or '!relate" to the erso! )hois mar-eti!& 3'st to hel i! the cam ai&! Astrot'r#!& ; is co!ceali!& the s o!sors of a messa&e to ma-e ita ear as tho'&h it ori&i!ate" from the &rassroots artici a!ts* Nati1e A"1ertisi!&2is a! o!li!e a"1ertisi!& metho" i! )hich thea"1ertiser attem ts to &ai! atte!tio! $% ro1i"i!& co!te!t i! theco!te6t of the 'ser=s e6 erie!ce* I! short4 a"1ertisers tr% to "is&'isetheir a" so it loo-s li-e the co!te!t %o' are alrea"% co!s'mi!& o! a

artic'lar )e$site or a licatio!

Ad%ertising to 'hildren



KNOWN ,NETHICALMARKETING PRACTICES Bait*and*S+itch ; is a fra'"'le!t form of mar-eti!&i! )hich mercha!ts l're c'stomers )ith a romise of alo) rice $'t s'""e!l% re1eal that the &oo"s are o't ofstoc- a!" resort to cross2selli!& to other similar itemsthat are rice" hi&her*

,se of chil" la$or

,igh*pressure selling ; 'se of rele!tlesss%cholo&ical ress're to &ai! a fast sale*

O1er$illi!& clie!ts



KNOWN ,NETHICALMARKETING PRACTICES /ece ti1e Sales Metho"s

Fra'"

Antitrust ; a!% ille&al $'si!ess or mar-eti!&ractice 'r orte" to mo!o oli>e*

Price Fi6i!&



TWO ACTIONS TOCOM+AT ,NETHICAL

MARKETIN

PROACT REACTI0



PROACTI0E APPROACH

* Form4 '!"ersta!"4 comm'!icate4 a!" i!c'lcate 1al'esof INTEGRIT.4 HONEST.4 TRANSPARENC.4RESPONSI+ILIT.4 FAIRNESS4 RESPECT4 AN/CITI@ENSHIP amo!& mar-eters a!" mar-eti!&ma!a&ers*

* These 1al'es m'st $e i!te&rate" )ith lea"ershi a!"ma!a&eme!t strate&ies a!" em lo%ee erforma!ce*

B* Mo!itor erforma!ce a!" $ala!ce ositi1erei!forceme!t a!" "isci li!e*



REACTI0E APPROACH

* /ela% ro"'ctio!

2 Re1ie) ro"'ctio! to8

2 't co!trols

2 se!" eo le to trai!i!&

2 ha1e eo le si&! o! a co"e of ethics

* Co!ti!'e ro"'ctio!

B* Sto ro"'ctio!



ORGANI@ATIONS THATGO0ERN ETHICALMARKETING IN THEPHILIPPINESPhili i!e Mar-eti!& Associatio!

The ri!ci al 'r oses of the associatio! are to romote

mar-eti!& as a scie!ce a!" as a rofessio! &'i"e" $%uni%ersal principles of ethics 4 cor orate citi>e!shia!" cor orate social res o!si$ilit% a!" to ser1e as a

olic%2ma-i!& a!" recomme!"ator% arm of the&o1er!me!t o! mar-eti!&2relate" iss'es*



ORGANI@ATIONS THATGO0ERN ETHICALMARKETING IN THEPHILIPPINES Tra"e Mar-eti!& Associatio! of

the Phili i!esPro1i"es m'lti le 1e!'es for lear!i!& a$o't tra"e

mar-eti!& $est ractices a!" "e1elo me!ts a!" forromoti!& s' lier2retailer colla$oratio! to tra"emar-eti!& rofessio!als4 o'r -e% tra"e art!ers4 a!"other or&a!i>atio!s i!1ol1e" i! the ractice a!" st'"% oftra"e mar-eti!&*



ORGANI@ATIONS THATGO0ERN ETHICALMARKETING IN THEPHILIPPINES+a!- Mar-eti!& Associatio! of

the Phili i!esIs a! or&a!i>atio! of $a!-i!& i!stit'tio!s4 )hich see-s to

' &ra"e the ractice of $a!- mar-eti!& i! the co'!tr%*



ORGANI@ATIONS THATGO0ERN ETHICALMARKETING IN THEPHILIPPINESI!ter!et a!" Mo$ile Mar-eti!&

Associatio! of the Phili i!esIMMAP mem$ers rofessio!als a!" ractitio!ers of thei!"'str% &ro' e" to&ether i! DD to a""ress the !ee" to 'shthe )o!"ers of the i!ter!et a!" mo$ile* As a! associatio!4IMMAP sees these o ort'!ities4 a!" reco&!i>es the 'r&e!c% ofhar!essi!& its ote!tial for eco!omic "e1elo me!t4 !ot 3'st forthe i!"'str%4 $'t for the !atio!al eco!om% as )ell* IMMAP hasem$ar-e" o! )or-i!& to)ar"s e"'cati!& a!" ro1i"i!& the

!ecessar% "i&ital tools for a"1ertisi!& a!" i!te&rate" mar-eti!&



ORGANI@ATIONS THATGO0ERN ETHICALMARKETING IN THEPHILIPPINESSales a!" Mar-eti!& I!stit'te

Phili i!esIs the remiere rofessio!al $o"% of sales a!" mar-eti!&

ractitio!ers i! the Phili i!es* Thro'&h its &lo$al !et)or-a!" a liates4 the SMI Phili i!es ro1i"es a "%!amic for'mfor sales a!" mar-eti!& rofessio!als to a"1a!ce theircareers thro'&h certi#catio!s4 research4 rofessio!al"e1elo me!t4 !et)or-i!&4 a!" a"1ocac% of the hi&hestethical a!" ractice sta!"ar"s* The SMI Phili i!es aims to

"eli1er )orl"2class s' ort to em o)er its mem$ers )ith the

I i i i



-I notice increasingreluctance on the part of

marketing e#ecuti%es to use

.udgment/ they are coming torely too much on research0

and they use it as a drunkarduses a lamp post for support0

rather than for illumination 1Da%id 2gil%y – 3he "ather ofAd%ertising



REMEM+ER THIS4

.o'r i!telli&e!ce a!" com ete!cies ma%%o' ta-e far $'t it is I)34!RI35 that )ill

ta-e %o' 3,4R4 *

Myron Sta Ana )))*face$oo-*com<M%ro!StaA!aTCS JM%ro!StaA!a

http://www.facebook.com/MyronStaAnaTCS

http://www.facebook.com/MyronStaAnaTCS

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Ethics Ppt Pre Final

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