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Marketing ethics

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Marketing ethics

Marketing ethics

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  • Bid rigging is a form of fraud in which a commercial contract is promised to one party even though for the sake of appearance several other parties also present a bid. This form of collusion is illegal in most countries. It is a form of price fixing and market allocation, often practiced where contracts are determined by a call for bids , for example in the case of government construction contracts. In economics, " dumping " can refer to any kind of predatory pricing . However, the word is now generally used only in the context of international trade law, where dumping is defined as the act of a manufacturer in one country exporting a product to another country at a price which is either below the price it charges in its home market or is below its costs of production . Price discrimination or price differentiation [1] exists when sales of identical goods or services are transacted at different prices from the same provider eg DVD On 1 August 2007 it was reported that British Airways has been fined £121.5 million [1] for price-fixing. The fine was imposed by the Office of Fair Trading (OFT) after BA admitted to the price-fixing of fuel surcharges on long haul flights

Marketing ethics Marketing ethics Presentation Transcript

  • What is ethical marketing?
    • Ethical marketing refers to the application of marketing ethics into the marketing process
    • Marketing ethics has the potential to benefit society as a whole, both in the short- and long-term
    • Study of Ethical marketing should be included in applied ethics and involves examination of whether or not an honest and factual representation
    • Marketing ethics has influenced companies and their response is to market their products in a more socially responsible way
    • The increasing trend of fair trade is an example of the impact of ethical marketing
  • cont…
    • The philosophy of marketing is not lost with this newfound ethical slant, but rather hopes to win customer loyalty
    • Ethical marketing should not be confused with government regulations brought into force to improve consumer welfare
    • Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing . Some areas of marketing ethics overlap with media ethics .
  • Marketing ethics includes…
  • Frameworks of analysis for marketing ethics
  • Is marketing inherently evil?
    • Damaging personal autonomy
    • Causing harm to competitors
    • Manipulating social values.
    • Marketing has a major impact on our self-images,
    • People are spending tons of money and are usually more depressed.
    • Marketing/Advertising creates artificiality and influences sexual attitudes.
  • List of unethical pricing practices
  •  
    • Involvement in the community
    • Honesty, truthfulness and fairness in marketing
    • Use of animals in product testing
    • Agricultural practices e.g. intensive faming
    • The degree of safety built into product design
    • Donation to good causes
    • The extent to which a business accepts its alleged responsibilities for mishaps, spillages and
    • leaks
    • The selling of addictive products e.g. tobacco
    • Involvement in the arms trade
    • Trading with repressive regimes
    Ethical issues and society - examples
  • Ethical issues arising from internal and industry practices - examples
    • Treatment of customers - e.g. honouring the spirit as well as the letter of the law in respect to warranties and after sales service
    • The number and proportion of women and ethnic minority people in senior positions
    • The organisation’s loyalty to employees when it is in difficult economic conditions
    • Employment of disabled people
    • Working conditions and treatment of workers
    • Bribes to secure contracts
    • Child labour in the developing world
    • Business practices of supply firms
  • Unethical practices in marketing - examples
    • Pricing lack of clarity in pricing
    • Dumping
    • Price fixing cartels
    • Encouraging people to claim prizes when they phoning premium rate numbers
    • “ Bait and switch” selling
    • High pressure selling
    • Counterfeit goods and brand piracy
    • Copying the style of packaging in an attempt to mislead consumers
    • Deceptive advertising
    • Irresponsible issue of credit cards and the irresponsible raising of credit limits
    • Unethical practices in market research and competitor intelligence
  • Unethical practices relating to products - examples
  •  
  • controversial marketing strategies
  • Institute of Business Ethics Suggestions for Good Practice
  • What is an Ethical code?
    • This is a set of principles governing morality and acceptable behaviour. It is likely to cover the following: