This document provides an overview of ethical dilemmas in marketing. It begins with a table of contents that lists the main topics to be covered, including deceptive marketing policies, ethical problems in market research, anti-competitive practices, pricing ethics, and ethics in advertising and promotion. Each section is then described in more detail with additional subsections, graphics, and examples. The document concludes by noting that reviewing key concepts is important. Overall, the document aims to outline and explore various ethical issues that can arise in marketing.

1. Ethical Dilemmas
inMarketing
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3. Tableofcontents
Deceptive marketing
policies and ethics
Ethical problems in
market research
Describe the topic
of the section here
Describe the topic
of the section here
Describe the topic
of the section here
Ethics inadvertising
and promotion
Describe the topic
of the section here
01
04 05
Anti-competitive
practices
02
Delivery
channels
Describe the topic
of the section here
Pricing
ethics
Describe the topic
of the section here
03
06

4. Whoa!
It could be the part of the
presentation where you can
introduce yourself, write your
email…

5. —SomeoneFamous
“This is a quote. Words full
of wisdom that someone
important said and can
make the reader get
inspired.”

6. Ethical problems in
market research
You can enter a subtitle here if
you need it
01

7. Do you know what helps you make your point
clear? Lists like this one:
● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!
And the most important thing: the audience won’t
miss the point of your presentation
Emerging ethical problems
inmarket research

8. You could use three columns,
whynot?
Mars
Despite being red,
Mars is a cold place
Jupiter
It’s a gas giant and
the biggest planet
Saturn
Yes, this is the ringed
one. It’s a gas giant

9. Maybe youneed to
dividethe content
Mercury
It’s the closest
planet to the Sun
and the smallest
Venus
Venus has a
beautiful name, but
it’s terribly hot

10. Apicture always
reinforces the
concept
Images reveal large amounts
of data, so remember: use an
image instead of long texts

11. Apicture isworth a
thousand words

12. Awesome
words

13. Ethics inadvertisingand promotion
30% Government
Despite being red,
Mars is a cold place
30% Business
Yes, this is the ringed
one. It’s a gas giant
30% Social sector
It’s the closest planet
to the Sun
2,5% Political&
legislativeissues
2,5% Regulatory
issues
2,5% Ethical
issues
2,5% Common
good

14. Advertisingdo’s
anddon'ts
Do
● Do fully and clearly disclose all
material information in the
advertisement
● Do charge the lowest of two or more
prices appearing on a product
● Do ensure that you have reasonable
quantities of a product advertised at a
bargain price
Do not
● Do not run a "sale" for a long period or
repeat it every week
● Do not increase the price of a product
or service to cover the cost of a free
product or service
● Do not use illustrations that are
different from the product being sold

15. Use a graphto showyour data
Mars
Despite being red,
Mars is a cold place,
not hot
Jupiter
It’s the biggest planet
in the Solar System
Saturn
Saturn is the ringed
one and a gas giant
60%
10%
30% If you want to modify this graph, click on it,
follow the link, change the data and replace it

16. Ethics dilemmagrid
High Risk Very High Risk
Low Risk High Risk
Very Low Risk Low Risk
Incidental
External
pressure
Intense
No effect
Personal
benefit
AllorØ

17. Ethical marketing implementation steps
Mercury is the
closest planet to
the Sun
Despite being red,
Mars is a cold
place, not hot
Jupiter is a gas
giant and the
biggest planet
Neptune is the
farthest planet
from the Sun
Step 1 Step 3
Step 2 Step 4

18. Model ofethical decision-making
Social and cultural
environment
Ethical issue or
dilemma
Individual decision
making
Organizational factors
● Significant others
● Opportunities
Behavior
Individual factors
● Knowledge
● Values
● Attitudes
● Intentions
Evaluation of
behavior as ethical
or unethical

19. Bait and
switch
Despite being red,
Mars is a cold place
False environmental
claims
It’s a gas giant and the
biggest planet
Overstating
benefits
Yes, this is the ringed
one. It’s a gas giant
Examples of deceptive
advertisingpractices
Misleading
comparisons
It’s the closest planet
to the Sun
Photography
tricks
Venus has a beautiful
name, but it’s very hot
Hidden
fees
It’s the farthest planet
from the Sun

20. You canuse a table
Mass Diameter Gravity
Jupiter 100 355 370
Mercury 490 150 890
Saturn 450 345 567
Venus 1,000 260 245

21. Thisisa map
Mercury
Mercury is the closest
planet to the Sun
Jupiter
Jupiter is a gas giant
and the biggest planet
60%
10%

22. Anti-Competitive
Practices
You can enter a subtitle here if
you need it
02

23. Unethical marketing practices
Areas of ethical
abuse
Unethical marketing practices
Marketing
research
●Researcher’s dishonesty
●Using manipulating research techniques
to produce desirable findings
●Gathering fictional data/falsifying
research data
●Invasion of privacy
Product
management
●Planned product obsolescence
●Arbitrary product elimination
●Product adulteration or imitation
●Altering the quality and size of a
product to keep the price at the same
level
●Misbranding practices
Pricing
●Unfair and excessive pricing
●Predatory pricing
●Setting artificially high prices
●Price collisions
●Offering different prices for different
buyers
Sales and
personalservice
●Unequal treatment of customers
●Corrupting purchase decision makers
●Deceptive salespersons practices
●Undelivered promises of salespersons
●Unresponsiveness to customer
complaints

24. Unethical marketing practices
Areas of ethical
abuse
Unethical marketing practices
Customer
management
and databases
●Different treatment of customers
●Information misuse
●Invasion on privacy of consumer
information
●Collecting customer data and selling
them without customer’s knowledge
●Binding customers with contracts and
confusing them
Marketing
communications
●Planned product obsolescence
●Arbitrary product elimination
●Product adulteration or imitation
●Altering the quality and size of a
product to keep the price at the same
level
On-line
marketing
●Customer manipulation
●Contacting people without their consent
and spamming intrusiveness
●Online promoting and selling harmful
products
●Social media manipulation
Highethical
vulnerability
●Unethical marketing practices aimed at
children and seniors
●Alcohol and tobacco advertising and
sales
●Exploitation of labor force, including
child labor
●Creating threats for natural
environment

25. Ethical pricingissues to avoid
Price
fixing
Mercury is the closest
planet to the Sun
Price
discrimination
Venus has a beautiful
name, but it’s very hot
False
advertising
Despite being red, Mars
is a cold place, not hot
Yo-Yo
pricing
Neptune is the farthest
planet from the Sun
1
2 4
3

26. How about some percentages?
75% 25% 50%
Mercury
It’s the closest planet
to the Sun
Venus
Venus has a
beautiful name, but
it’s very hot
Neptune
It’s the farthest
planet from the Sun

27. 4,498,300,000
Big numbers catch your audience’s attention

28. 333,000.00
earths is the Sun’s mass
24h37m23s
it’s Jupiter’s rotation period
386,000km
it’s the distance between the Earth and the Moon

29. Mercury is the closest planet to the Sun and
the smallest one in the Solar System—it’s
only a bit larger than the Moon
Conclusion

30. Reviewing concepts is agood idea
Mars
Despite being red,
Mars is a cold place
Jupiter
It’s a gas giant and
the biggest planet
Saturn
Yes, this is the ringed
one. It’s a gas giant
Mercury
It’s the closest planet
to the Sun
Venus
Venus has a
beautiful name, but
it’s very hot
Neptune
It’s the farthest
planet from the Sun

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