This document discusses marketing ethics. It defines marketing ethics as the principles and standards that govern acceptable conduct in marketing. Ethical marketing refers to applying these principles to the marketing process. The document outlines some ethical issues that can arise in different aspects of marketing like product development, pricing, distribution, and promotion. It provides examples of unethical practices in each area. Finally, it discusses some key ethical norms and values that marketers should embrace, such as honesty, responsibility, respect, transparency, fairness and citizenship.

1. Group 05
Faculty of Management & Finance
University of Colombo

3.  It is a dimension of social responsibility that
involves principals and standards that define
acceptable conduct in marketing.
 It 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.

5.  Ethical marketing refers to the application of
marketing ethics into the marketing process.
 Study of ethical marketing should be included in
applied ethics and involves examination of
whether or not an honest and factual
representation.
 The increasing trend of fair trade is an example of
the impact of ethical marketing.

7. When an organization behave ethically, customers
develop more positive attitudes about the firm, its
products and its services.
To create value or trust with the company.
To build good image about the organization in the
minds of costumer, employee, companies and the
society.

10. Selling goods abroad which are banned at home
Omitting to provide information on side effects
Unsafe products
Built in obsolescence

11.  Wasteful and unnecessary packaging
 Deception on size and content
 Inaccurate and incomplete testing of products
 Treatment of animals in product testing

12. • Big rigging
• Dumping(pricing policy)
• Predatory pricing
• Price discrimination

13. • Price fixing
• Price skimming
• Price war
• Super competitive pricing
• Variable pricing

14. Place
 Product distribution (or place) is one of the four
elements of the marketing mix.
 Distribution of product or service is transporting
them from manufacture to stockiest, wholesalers,
retailer and then to consumers.
 Ethical questions may also arise in the distribution
process.

15.  Because sales performance is the most common way in
which marketing representatives and sales personnel are
evaluated.
Performance pressures exits that may lead to ethical
dilemmas. For example: pressuring vendors to buy more
than they need and pushing items that will result in
higher commissions are temptations.

16. EXAMPLES:
• Many vendors sell products that have crossed expiry
date is unethical.
• Most drug stores would give too many drugs without
• Perception from a qualified doctor.

17. Promotion
 Promotion is the communication link between sellers and
buyers for the purpose of influencing or persuading a
potential buyer’s purchasing decision.
 To present information to consumers as well as others.
 To increase demand.
 To differentiate a product.

18. How promotion use in Unethical way
 Puffery
 Promoting unhealthy products
 Subliminal advertising
 Deceptive advertising

19. • Video
• https://youtu.be/c_jxNQUU4f0

20. Examples for unethical
advertising

21. • Video
• https://youtu.be/1kJUjR-r_og

22. • Video
• https://youtu.be/5rwIBIQNDdg

23. • Video
• https://youtu.be/PRJqSkT4HsQ

24. Ethical Norms and
Values for Marketers

25. ETHICAL NORMS
• Do not harm
• Foster trust in the marketing system
• Embrace ethical values

26. ETHICAL VALUES
 Honesty
To be forthright in dealings with customers and
stakeholders.
 Responsibility
To accept the consequences of our marketing decision
and strategies.
 Respect
To acknowledge the basic human dignity of all
stakeholders.

27.  Transparency
To create a spirit of openness in marketing operations.
 Citizenship
To fulfill the economic, legal, philanthropic and societal
responsibilities that serve stakeholders.
 Fairness
To balance justly the needs of the buyer with the
interests of the seller.

28.  What is marketing ethics
 Ethical marketing
 Importance of marketing ethics
 Ethical issues in marketing
 Ethical norms and values