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    Power Point Presentation ON Ethics in Marketing

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    nancykapoor
    This PowerPoint presentation discusses ethics in marketing. It outlines three frameworks for analyzing marketing ethics: value-oriented, stakeholder-oriented, and process-oriented. It also discusses specific ethical issues related to pricing, promotions, channels, and products. The presentation emphasizes key ethical values like honesty, responsibility, fairness, respect, and openness that marketers should uphold. It concludes that marketers should follow the codes of ethics established by their industry to properly implement ethical practices.

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    Power Point Presentation ON Ethics in Marketing

    Uploaded by

    nancykapoor
    375 views22 pages
    This PowerPoint presentation discusses ethics in marketing. It outlines three frameworks for analyzing marketing ethics: value-oriented, stakeholder-oriented, and process-oriented. It also discusses specific ethical issues related to pricing, promotions, channels, and products. The presentation emphasizes key ethical values like honesty, responsibility, fairness, respect, and openness that marketers should uphold. It concludes that marketers should follow the codes of ethics established by their industry to properly implement ethical practices.

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    Ethics in Marketing

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    This PowerPoint presentation discusses ethics in marketing. It outlines three frameworks for analyzing marketing ethics: value-oriented, stakeholder-oriented, and process-oriented. It also discusses specific ethical issues related to pricing, promotions, channels, and products. The presentation emphasizes key ethical values like honesty, responsibility, fairness, respect, and openness that marketers should uphold. It concludes that marketers should follow the codes of ethics established by their industry to properly implement ethical practices.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    375 views22 pages

    Power Point Presentation ON Ethics in Marketing

    Uploaded by

    nancykapoor
    This PowerPoint presentation discusses ethics in marketing. It outlines three frameworks for analyzing marketing ethics: value-oriented, stakeholder-oriented, and process-oriented. It also discusses specific ethical issues related to pricing, promotions, channels, and products. The presentation emphasizes key ethical values like honesty, responsibility, fairness, respect, and openness that marketers should uphold. It concludes that marketers should follow the codes of ethics established by their industry to properly implement ethical practices.

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    Download as PPT, PDF, TXT or read online from Scribd
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    POWER POINT PRESENTATION

    ON
    ETHICS IN MARKETING
    MARKETING ETHICS

    Marketing ethics is the area of


    applied ethics which deals with the
    moral principles behind the operation
    and regulation of marketing.
    WHY ETHICS ARE IMPORTANT
     Ethics are important due to they tell
    marketer what is right or wrong or good or
    bad.
     Ethics are important for person to spend
    his life with satisfaction as ethics
    means to do right thing.
    FRAMEWORK OF ANALYSIS
    OF MARKETING ETHICS
     Value – oriented framework

     Stakeholder-oriented framework

     Process – oriented framework


    Value –Oriented framework
     Value-oriented framework, analyzing
    ethical problems on the basis of the
    values which they infringe (e.g.
    honesty, autonomy, privacy,
    transparency). An example of such an
    approach is the AMA Statement of
    Ethics.
    American Marketing Association Code of
    Ethics
    Stakeholder-oriented framework

     Stakeholder-oriented framework,
    analyzing ethical problems on the
    basis of whom they affect (e.g.
    consumers, competitors, society as a
    whole).
    Ronald McDonald House
    Concerned for ill children
    Process – oriented framework

     Process-oriented framework,
    analyzing ethical problems in terms of
    the categories used by marketing
    specialists (e.g. research, price,
    promotion, placement).
    SPECIAL ETHICAL ISSUES IN
    MARKETING
     Pricing Issues

     Promotional Issues

     Channel Issues

     Product Issues
    PRICING ISSUES
    List of unethical pricing practices.
     price fixing
     price skimming
     price discrimination
     variable pricing
     predatory pricing
     price war
     bid rigging
     dumping (pricing policy)
    PROMOTIONAL ISSUES
     False and misleading advertising
     Negative advertising
     Creating demand for vice or
    unwholesome products
     Intrusive promotions
    CHANNEL ISSUES
     Slotting allowances
     Gray market merchandise
     Exclusive geographic territories
     Exclusive dealing agreements
     Refusal to deal
    Product Issues
     Products that create harm
     Targeted at disadvantaged groups (e.g.,
    cheap wine targeted to alcoholics and
    homeless people)
     Wasteful & unnecessary packaging
     Unsafe products
     Omit information
     Incomplete testing of product
    ETHICAL VALUES

    HONESTY

    RESPECT RESPONSIBILITY

    ETHICAL VALUES

    OPENNESS FAIRNESS
    HONESTY
     tell the truth in all situations and at all
    times
     offer products of value that producer claim
    in communications.
     honorexplicit and implicit commitments
    and promises
    RESPONSIBILITY

    make strenuous efforts to serve the needs
    of customers.
      acknowledge the social obligations to
    stake holders that come with increased
    marketing and economic power.
     recognize special commitments to
    economically vulnerable segments of the
    market such as children, the elderly and
    others who may be substantially
    disadvantaged.
    FAIRNESS
     Represent products in a clear way in
    selling, advertising etc
     avoid manipulations and sales tactics that
    harm customer trust.
     not engage in price fixing, predatory
    pricing,“bait-and-switch” etc tactics.
    RESPECT

     avoid stereotyping customers


     listen to the needs of customers
     special effort to understand suppliers,
    intermediaries, and distributors from other
    cultures.
    OPENNESS
     strive to communicate clearly
     fully disclose list prices and terms of
    financing as well as available price deals
    and adjustments.
     explain significant product or service risks
    IMPLEMENTATION
    Finally, we recognize that every industry
    sector and marketing subdiscipline has its
    own specific ethical issues that require
    policies. An array of such codes can be
    accessed through links on the AMA Web
    site, Direct Marketing Association,
    Marketing Research Association etc.
    which should be followed by the marketer

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