ethics unit v

8/15/2019 Ethics Unit V

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Unit V

Environmental Ethics,

Ethics in Marketing & Ethicsin Human ResourceManagement


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Ethical MarketingEthical marketing is less of a marketing strategy andmore of a philosophy that informs all marketing e orts.

t seeks to promote honesty, fairness, andresponsi!ility in all advertising.

Ethics is a notoriously di"cult su!#ect !ecauseeveryone has su!#ective #udgments a!out $hat is%right and $hat is %$rong.

'or this reason, ethical marketing is not a hard and fastlist of rules, !ut a general set of guidelines to assistcompanies as they evaluate ne$ marketing strategies.


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(rinciples of EthicalMarketing

)ll marketing communications share the common standard oftruth.Marketing professionals a!ide !y the highest standard ofpersonal ethics.)dvertising is clearly distinguished from ne$s andentertainment content.Marketers should !e transparent a!out $ho they pay toendorse their products.*onsumers should !e treated fairly !ased on the nature of theproduct and the nature of the consumer +e.g. marketing tochildren .

-he privacy of the consumer should never !e compromised.Marketers must comply $ith regulations and standardsesta!lished !y governmental and professional organi ations.Ethics should !e discussed openly and honestly during allmarketing decisions.


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/ho 0oes EthicalMarketing1

2ome companies operate according to personalprinciples.)dvertising in an ethical $ay is a natural andnecessary e3tension of their corporate

character.*orporate responsi!ility can !e a ma#or sellingpoint to consumers $ho are interested in morethan #ust price and 4uality.*ompanies that are kno$n for treating $orkersfairly, sourcing sustaina!le materials,environmental ste$ardship, and charita!ledonation have to re5ect these principles in theirmarketing e orts. .


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Ethical Marketing *an6ack7re8

0omino9s pi a carried out a $ell kno$nadvertising campaign in $hich they sho$edconsumers pictures of real 0omino:s pi as$ithout the studio photography that makes

them look so perfect. -his $as a refreshing look !ehind the arti7ceof much advertising, !ut this did not signal amore open and honest relationship !et$een

0omino9s and the pi a !uying pu!lic.

-he campaign $as considered an attentionseeking stunt at !est.


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Unethical MarketingSurrogate Advertising – n certain places there are la$s against advertisingproducts like cigarettes or alcohol. 2urrogate advertising 7nds $ays to remindconsumers of these products $ithout referencing them directly.Exaggeration – 2ome advertisers use false claims a!out a product9s 4ualityor popularity. ) 2logan like %get coverage every$here on earth advertisesfeatures that cannot !e delivered.Pufery – /hen an advertiser relies on su!#ective rather than o!#ectiveclaims, they are pu"ng up their products. 2tatements like %the !est tastingco ee cannot !e con7rmed o!#ectively.Unveri ed Claims – Many products promise to deliver results $ithoutproviding any scienti7c evidence. 2hampoo commercials that promisestronger, shinier hair do so $ithout telling consumers $hy or ho$.Stereotyping Women – /omen in advertising have often !een portrayed asdomestic servants. -his type of advertising tra"cs in negative stereotypesand contri!utes to a !ias.

False brand comparisons – )ny time a company makes false or misleadingclaims a!out their competitors they are spreading misinformation.C ildren in advertising – *hildren consume huge amounts of advertising$ithout !eing a!le to evaluate it o!#ectively. E3ploiting this innocence is one ofthe most common unethical marketing practices.


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Ethical Marketing (lan*ompanies to evaluate the marketing strategies of their past,present, and future. )n ethical marketing strategy can increasetheir pro7ts or advance their pu!lic image, they can take steps torevise their e3isting marketing . )ny ethical marketing e ort $ill!egin $ith a careful analysis of the company, its customers, andthe markets it operate $ithin.

Ethical marketing has many advantages, !ut fe$ companies $ouldundertake an ethical marketing strategy if it reduces pro7ts. *arefulresearch is the !est $ay to predict the e ects of a change instrategy. f ethical marketing proves to !e cost prohi!itive, manycompanies $ill a!andon the e ort.) company $ill then decide $hich features of their advertising toperform in ethical $ays. Marketing professionals must reach anagreement a!out ho$ they $ant to deliver their campaigns. -heymight decide to focus on making honest claims, avoiding marketingto children, or falsely critici ing competitors. ) delicate !alancehas to !e struck !et$een the truth of the ad and its a!ility topersuade the customer.


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E3ample of EthicalMarketing

-he 6ody 2hop◦ a $orld$ide chain of !ath and !ody stores.◦ 2ince inception they have !een committed to

treating $orkers fairly, avoiding animaltesting, using organic products, andpromoting healthy !ody images. -hesevalues are often at the center of theirmarketing e orts.

-he ethical nature of the company ishighlighted as a $ay to di erentiatethemselves from their competitors in thecosmetics industry.


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'inal /ords8Ethical marketers need to make di"cult choices a!outho$ to leverage the capital of their ethical decisions.

'or most companies, the simple kno$ledge that theyare doing the right thing $ill not !e enough of amotivating factor. Ethical marketing often highlightsthe ethical choices a company has made in order toimprove their pu!lic reputation.

-his can !e a po$erful $ay to connect $ithcustomers, !ut it also runs the risk of seeming selfcongratulatory. )ny e ort at ethical marketing has to!alance a company:s self interest $ith their socialresponsi!ility.


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Ethical HR

Ethical HR practices relate to<◦ Recruitment◦ Management and◦ 0irection of sta


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HR ssues in an=rgani ation

'avoritism0i erences in payment, discipline,promotion

>ender 0iscrimination2e3ual harassment

nconsistent application of discipline

?on@performance factors used inappraisals?ot maintaining con7dentiality


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)dvantages of Ethical(ractices

ndividual needs -raining and0evelopment

/ork Aife 6alance=ccupational

-esting(erformance

E4uality?o >ender 6ias?o Harassment

Employee(articipationAoyalty


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Environmental Ethics

?ational *ouncil forEnvironmental (olicy and(lanning, BCD

Evolved into, Ministry ofEnvironment and 'orests +MoE' ,BCFG◦ *reated 2tate and *entral (ollution

*ontrol 6oards

Environmental )ction (rogram,

BCC


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?ational (olicy, IIJ

2cienti7c and traditional land usepractices(ilot scale demonstrations

Multi@stakeholder partnerships(romotion of agro@forestry=rganic farming

Environmentally sustaina!lecropping patternsE"cient irrigation techni4ues


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Environmental mpactReport

E ) is mandatory(ro#ect o$ner to su!mit reportEnvironment management plan

mpact of pro#ect on locali edenvironment is detailed2ent for revie$ !y committee ofe3perts(u!lic hearing made compulsory


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-ypes of EnvironmentalRisks

Endangered species +plants and animals'lood/ater (ollution

)ir (ollution0roughtAandslideErosion0eforestation0eserti7cation/ild7res


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Environmental )udit

*ompany policies and procedureson environmental matters)pplica!le legislation andregulationsEnvironmental managementpractices


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2teps of Environmental)udit

Understanding internal controls)ssessing strengths and$eaknesses of internal controls>athering audit evidenceRecording audit 7ndingsEvaluating audit 7ndingsReporting audit 7ndings


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6ene7ts of Environmental)udits

2afeguard environmentVerify compliances $ith local andnational la$s

ndicate current or potential futurepro!lems)ssess training programs and providedata to assist trainingEna!le !etter corporate performance

dentify potential cost@savingmeasures


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ethics unit v

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