Marketing class notes

1. ETHICS IN MARKETING

2. Responsibility to Customers
 Each marketer is responsible for ethical
behavior. Decisions and actions should be
evaluated to determine if they are honest and
fair.

3. Responsibilities of the Marketer
IN PRODUCT DEVELOPMENT AND
MANAGEMENT
 Disclosing all substantial risks
 Identifying substitutions that change the
product or impact buying decisions
 Identifying extra cost-added features
IN PROMOTIONS
 Avoiding false and misleading advertising
 Rejecting high-pressure or misleading sales
tactics and promotions

4. Responsibilities of the Marketer
IN DISTRIBUTION
 Not exploiting customers by manipulating the
availability of a product
 Not using coercion
 Coercion – To compel or force one to act based
on pressure, harassment, threats, or intimidation.
 Not exerting undue influence over the
reseller’s choice to handle a product

5. Responsibilities of the Marketer
IN PRICING
 Not engaging in price fixing
 Price Fixing - Agreement among competing
vendors to sell at the same price.
 Not practicing predatory pricing
 Predatory Pricing - Charging very low prices to
drive competition from the market and then
raising prices once a monopoly has been
established.
 Disclosing the full price associated with any
purchase

6. Responsibilities of the Marketer
IN MARKETING RESEARCH
 Prohibiting selling or fundraising disguised as
conducting research
 Avoiding misrepresentation and omission of
pertinent research data
 Treating clients and suppliers fairly

7. Consumerism
 Organized actions of groups of consumers
seeking to increase their influence on
business practices.
CONSUMER BILL OF RIGHTS
 1960’s – President John F. Kennedy
1. Right to adequate and accurate information
2. Right to safe products
3. Right to product choices
4. Right to communicate their ideas and opinions
to business and government

8. Better Business Bureau
 Provides a forum for consumer complaints
about businesses.
 Private business, and businesses become
members by paying dues.

9. Video Project
 Responsibilities of the Marketer
 On Page 47 in your textbook, there is a chart
that lists out the Responsibilities of the
Marketer. Each group will be assigned one of
the main headings and you are responsible for
each of the bullets in that section.
 Each group must visually teach the class
about their responsibility. You can accomplish
this by:
 Presenting an oral and visual representation of
doing it the wrong way. For example:

10.  Your video needs to demonstrate the “wrong
way” to operate as a marketer.
 Example:
 In Product Development and
Management:
 Disclosing all substantial risks associated
with a product or service
 Sa turd a y Nig ht Live , Co ns um e r Pro be
 Ba g ‘o g la s s