- ANJITH JOHN

AIMIT Mangalore

ETHICS

• Ethics - A set of principles of right conduct or a theory or a

system of moral values.

• Marketing ethics is the application of ethics into the

marketing process with the moral principles behind the

operation and regulation of marketing.

• Ethics are all about principles present in an individual

showing the right conduct which helps in shaping the

decisions of the customers as well as of the organization.

• Ethics play a very important role in influencing the behavior

of the individuals to help them in their buying decision.

• It is true that marketing involves buying and selling of

products, services or ideas to the people in different ways,

some are ethical but some are unethical.

- The Right to Safety

- The Right to Be Informed

- The Right to Selection

- The Right to Confidentiality (Privacy )

ADVANTAGE OF MARKETING ETHICS

• The transparency in selling or buying is always liked by people and

they show great interest in the product/service.

• Ethics synergizes a mutual relationship between the customer and

the organization which is built on trust, good faith and fair dealing in

their interaction.

• It helps the customers to take the right and fast decision in choosing

a particular product.

Customers

PricingIssues

PromotionIssues

DistributionIssues

ETHICAL ISSUES & THE MARKETING MIX

Product

Issues

ETHICAL CRITICISMS OF MARKETING

•High prices

•Deceptive practices

•Harmful, or unsafe products

•Poor service to disadvantaged consumers

•Presuppositions: fat or dark is not beautiful, making value

judgments

• Irritation:

Many people find the increasing number of hard-sell direct-

marketing solicitations to be a nuisance.

They dislike direct-response TV commercials that are too loud,

too long and too insistent. Especially, dinnertime or late-night

phone calls, poorly trained callers and computerized calls

placed by an auto-dial recorded-message player.

• Invasion of privacy:

It seems that almost every time consumers order products by mail or telephone, enter a sweepstakes, apply for a credit card, or take out a magazine subscription, their names, addresses, and purchasing behavior may be added to several company databases.

• Critics worry that marketers may know too much about consumer’s lives, and that they may use this knowledge to take unfair advantage.

•Unfairness- some direct marketers take advantage of

impulsive or less sophisticated buyers or prey on the

vulnerable, especially the elderly.

•Deception and fraud- some direct marketers design

mailers and write copy intended to mislead. They may

exaggerate product size, performance claims, or the retail

price.

THANK YOU…..