Berdasarkan buku Hartman, L. P., DesJardins, J., & Macdonald, C. (2014). Business Ethic Decision Making for Personal Integrity & Social Responsibility. United State of America: McGraw Hill Education. kali ini kita akan membahas chapter 8: Ethics and Marketing Video Presentation Link: https://youtu.be/noKsyEBldF0

1. Ethics and Marketing
Chapter 8

2. OurTeam
Aldrian
170561080
Haura Kurniati
1705617102
Siti Jamilah
1705617131
S1 Manajemen A 2017 – Fakultas Ekonomi – Universitas Negeri Jakarta

3. PRESENTATION
FRAMEWORK
Key
Talking
Points
• Describe the three key concerns of ethical analysis
• Knowing responsibility forproducts
• Analyze the ethicalarguments
• Explain the ethical justification for ads
• Distinguish ethical from unethical target
marketing
• Discuss business'sresponsibility

4. Knowing The Basic
What is Marketing?
An organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationship in ways that benefit the
organization and its stakeholders.

5. HOW DO
MARKETING
ETHICS
WORKS?
Marketing ethics
therefore examines the
responsibilities
associated with bringing
a product to the market,
promoting it to buyers,
and exchanging it with
them

6. Marketing : An Ethical
Framework
This framework will assist the
decision maker in arriving at an
ethical decision, but it will not
Definitively prove the “correct”
decision as much as it will help
reach a rationally responsible
decision
 Rights
 Responsibilities
 Duties and obligations
 Causes
 Consequences
The framework identifies

7. Three Concerns in any
Ethical Issue in
Marketing
03 02
01
The Right-based
Ethical Tradition
The Utilitarian
Tradition
Every Ethical
Tradition

8. TheCaveatEmptorApproach
Contractual Standards
for Product Safety
The caveat emptor approach adopts
a simple model of a contractual
exchange between a buyer and seller.

9. Implied Warranty of Merchantability
A business implicitly offers assurances that the
product is reasonably suitable for its purpose.
Even without an explicit verbal or written promise or
contract, the law holds that business has a duty to
ensure that its products will accomplish their purpose

10. Tort Standards for
Product Safety
A concept from the area of law known as
torts, provides a second avenue for consumers
to hold producers responsible for their
products.
Negligence

11. Strict Product Liability
The negligence standard of tort law focuses
on the sense of responsibility that involves
someone being at fault. But there are also
cases in which consumers can be injured by
a product in which no negligence was
involved. In such cases where no one was at
fault. The legal doctrine of strict product
liability holds manufacturers accountable in
such cases and it raises unique ethical
questions.

12. Ethical Debates
on Product
Liability
Liability without fault [strict products liability] on the
part of the producer is the sole means of adequately
solving the problem, peculiar to our age of increasing
technicality, of a fair apportionment of the risks
inherent in modern technological production

13. Responsibility
For Advertising
and Sales

14. A major element of marketing is
sales promotion
Target marketing and marketing
research are two important elements
of product placement

15. Ethically Ways
 Persuading
 Asking
 Informing
 Advising
Unethically Ways
 Threats
 Coercion
 Deception
 Manipulation
 Lying
Ethically Influencing Others

16. Sales and advertising practices
often employ deceptive or
manipulative to influence people

17. Manipulate
guide or direct
someone’s behavior
Manipulating people implies working
behind the scenes, guiding their behavior
without their explicit consent or conscious
under standing

18. Deception
One of the ways in which we can
manipulate someone is through deception,
one form of which is an outright lie.

19. Motivators to Manipulate
Someone’s Behavior
Guilt
Low Self-
esteem
A Desire To
Please
ConformityFear
Pity
Pride
Anxiety

20. Ethical Issue in Advertising
Not allowing any manipulations
Offer a more conditional
critique of manipulation,
depending on the
consequences.
The general ethical defense of advertising, such as :
The Principle-based
Tradition
The Utilitarian
Tradition

21. Ex. Cigarette advertising aimed at
children is one example that
has received major criticism
A particularly egregious form of
manipulation occurs when vulnerable
people are targeted for abuse

22. The
Guidelines
Marketing practices are ethically legitimate if the practice
seeks to find which consumers have a tendency to buy a
product
Marketing practices that seek to identify populations that can
be easily influenced and manipulated are ethically
questionable
Marketing research seeks to learn something about the
psychology of potential customers.
01
03
02

23. Marketing Ethics
and Consumer
Anatomy
Defenders of advertising argue
that despite cases of deceptive
practices, overall advertising
contributes much to the
economy.

24. From Marketing People Know About :
 The benefit from business’s marketing of
its products
 Learn about products consumers may
need or want
 Consumers get information that helps
them make responsible choices

25. John Kenneth Galbraith in his book The
Affluent Society claimed that advertising
and marketing were creating the very
consumer demand that production then
aimed to satisfy.
Dubbed the “dependence effect” this
assertion held that consumer demand
depended on what producers had to sell

26. Psychologist claim that advertising
can control consumer behavior by
controlling their choices.
But rather than controlling behavior,
advertising creates the desires
which will affect how the consumers
act.

27. Why People Go
Shopping?
After certain basic needs are met, there is a real
question of why people consume the way they do.
People buy
things for
many
reasons
 The desire to appear fashionable
 For status
 To feel good
 Because everyone else is buying something
 And many more

28. Marketing to
Vulnerable Populations
A vulnerable consumer is someone who, due to their personal
circumstances, is especially susceptible to detriment, particularly when
a firm is not acting with appropriate levels of care.

29. Is there anything to the claim that elderly women
living alone are more “vulnerable” than younger
women and that this vulnerability creates greater
responsibility for marketers??
Are older people living
alone particularly
vulnerable?
The answer to this depends on what we mean by particularly vulnerable.

30. a person is vulnerable as a consumer by being
unable in some way to participate as a fully
informed and voluntary participant in the market
exchange.
The First Sense of Vulnerability
What we can call consumer
vulnerability occurs when a
person has an impaired ability
to make an informed consent to
the market exchange.

31. Valid market exchanges
make several assumptions
about the participants:
● They understand what they
are doing
● They have considered their
choice
● They are free to decide
● And so on.

32. There is a second sense of vulnerability in which
the harm is other than the financial harm of an
unsatisfactory market exchange
The Second Sense of Vulnerability
What we can call general
vulnerability occurs when
someone is susceptible to
some specific physical,
psychological, or financial
harm.

33. Some marketing practices might
target those consumers who are
likely to be uninformed and
vulnerable as consumers.
Other marketing practices might
target populations that are
vulnerable in the general sense

34. The marketing that is targeted
at those individuals who are
vulnerable as consumers is
unethical

35. People can be vulnerable as
consumers because they are
vulnerable to other harms
In other cases, people become vulnerable to
other harms because they are vulnerable as
consumers

36. Stealth Or Undercover
Marketing
Marketing campaigns that are based on environments or activities where
the subject is not aware that she or he is the target of a marketing
campaign; those situations where one is subject to directed commercial
activity without knowledge or consent.

37. Supply Chain
Responsibility

38. In creating a product, promoting it, and
bringing it to market, the business
marketing function involves various
relationships with other commercial
entities, including Supply Chain
Responsibility.