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8/6/2019 Marketing Ethics Grp3
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G R O U P 3
A T A N U D H A R ( 1 2 )
I P S H I T A G H O S H ( 2 1 )
M R I N M A Y A R A N J A N K R M I S H R A ( 2 6 )
R A J A T R A N J A N ( 3 6 )
MARKETINGETHICS
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MARKETING ETHICS
The Truth, the Whole Truth, and Nothing But the Truth
or NOT
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MARKETING ETHICS
Ethics in Marketing means deliberately applyingstandards of fairness, or moral rights or wrongs, tomarketing decision making, behavior and practice inthe organization.
- American Marketing Association
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4 MAJOR ETHICAL MARKETING
DILEMMAS
Common Ethical Dilemmas Marketers Face
Truth orConsequences
It May Be Ethical, But Is It Legal?
Instituting an Ethical Culture
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ALL MARKETERS ARE LIARS . SETH
GODIN
Until marketers start to take responsibility for thestories we tell and the promises we make, consumerswill get increasingly sceptical and suspiciousand allmarketers will lose.
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PRODUCT ISSUES
Products that create harm
Quality deterioration as a result of a harvestingstrategy
Planned obsolescence
Counterfeit merchandise
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CHANNEL ISSUES
Slotting allowances
Buyback / stocklift / lift-out
Gray market merchandise
Exclusive geographic territories
Exclusive dealing agreements
Tying contracts
Refusal to deal
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PRICING ISSUES
Bid Rigging
Predatory Pricing
Price Discrimination
P
rice fix
ing
Price war
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ETHICS IN INTERNATIONAL MARKET
This investigates ethical norms commonly recognizedin all countries that govern international business andeconomic transactions.
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EXAMPLE
Proctor and Gamble and HUL washing powder ad
Anti dumping
IPL
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ADVERTISEMENTS -- MEANS OF
EDUCATING PEOPLE
'Eat our cereal because it's low in fat and high infibre'.
This is good advice, offered, however, not in a
spirit of social conscience but as part of the salespitch
'Body odour' is one of the classic phrases invented
by advertisers, embodying the concept that anynatural human smell is, or ought to be regarded asoffensive
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UNETHICAL ADVERTISING
Degrade or underestimate the substitute of rivalproducts
Give false or misleading information on value ofyour own product
Not disclosing the flip side of the product. Example-Side effects of medicine
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EVER WONDERED..
The greatest ill effect of unethical advertisement ison children, their way of thinking is altered.
What do you want to become in life
Earlier: Doctor, Astronaut, SoccerPlayer.Now: A rich person
This phenomenon is termed as narcissist wounding. -- AllenD Kanner
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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 anddied imitating the bungee jump in a Thumbs
Up ad.
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ADVERTISEMENT AND CULTURAL
VALUES
The advertisement should not affect the culturalvalue of any person or community
Hosting of such advertisements is punishable
Remember the Tuffs shoes campaign featuring MilindSoman and Madhu Sapre
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Thank You