The document discusses ethics in marketing and compares ethical marketing to traditional marketing. It describes how a group of office workers helped market a street food vendor's business in an ethical way by providing advice and suggestions to help him improve his sales and business over time. Their guidance led to increased customers and income for the vendor, allowing him to spend less time selling food and more time with his family. The document contrasts key differences between ethical marketing, which prioritizes customer benefits and long-term relationships, and traditional marketing, which focuses more on short-term profits at the expense of customers.

1. ETHICS IN MARKETING
TALKING POINTS BASED ON EXPERIENCES AND RELEVANT INFORMATION IN MARKETING FOR
2011

2. Ethics...
One day, I and my co-workers met
a Tok Neneng Vendor...

3. Ethics...
He was directly outside the
office entrance selling food
without permission...

4. Ethics...
Since he pleaded with us, we
decided to let him stay but only
during morning and afternoon
break time...

5. Ethics...
We learned that selling this
street food was his only
livelihood. He married early and
had a family of seven kids to
feed...

6. Ethics...
We were particularly fond of
Tok Neneng more than fish
balls, the only alternative...

7. Ethics...
He sold Tok Neneng at Php 2
per piece (5 pcs. For Php 10)

8. Ethics...
At the end of the day, he only
had enough money to buy the
next day's products and some
rice plus canned goods for his
wife and seven children.

9. Ethics...
He admitted to us that he did
not finish his education and
found this line of work better
than quick-cash actions like
snatching, stealing and
swindling. These things he did
not stomach.

10. Ethics...
Being sorry for the man we
decided to help him out by the
only way we knew how...

11. Ethics...
By marketing his services...

12. Ethics...
Unknown to the vendor, we
“plotted”, learning his business.

13. Ethics...
We found out the key following:
1. He bought more oil than food
2. He bought all his ingredients fresh daily.
3. Preparing the food was a family affair.
4. He had running water at home.
5. By the way he organized his wares, we gathered he
and his family were “masinop”.
6. He was selling lower than other vendors since he
thought people will buy more.
7. He poped-in unannounced wherever he went.

14. Ethics...
One day during the break, we
sat him down inside the office...

15. Ethics...
At first he thought of running
away because something might
have happened to one of the
employees but decided to stay
anyway...

16. Ethics...
Reluctantly, he listened to what
we had to say.

17. Ethics...
This what we told him:
That he paste on the side of his cart a
piece of paper we printed and laminated
for him and made sure that he complied
with what was on that piece of paper for
one month or else, he will not sell to us
anymore...

18. Ethics...
At this point we informed him
all of us are taking a risk. He,
complying with what was on
the piece of paper and we,
letting him sell.

19. Ethics...
It was an arrangement that if
went according to plan would
benefit all of us, we by helping
out and he by improving his
life.

20. Ethics...
He complied and after a month
we saw that there were more
customers buying from his
stall...

21. Ethics...
He complied and after a month
we saw that all the brand's
labels of his ingredients were
pealed off and stuck on a tiny
nail. The brands changed
depending on supply
availability.

22. Ethics...
He complied and after a month
more people bought Tok
Neneng at 4 pieces each
instead of 1 or 2 or 3.

23. Ethics...
He complied and after a month
and a half, people bought
gulaman, siomai, squid balls
and chicken balls.

24. Ethics...
He complied and after two
months late comers found that
his supply had run out and that
we saw him less daily.

25. Ethics...
He complied and after three
months we only saw him every
morning...

26. Ethics...
He complied and after four
months we no longer saw him...

27. Ethics...
That Christmas, we found
another guy doing exactly what
what we told the first one. The
new guy said everything on the
“menu” was “FREE!”

28. Ethics...
We thought, What?! We never
taught that before? What does
he want to do, go out of
business after all the good
things he had done? Where did
we go wrong?

29. Ethics...
Much to our relief and delight,
the new guy said that it was a
gift from our friend, as a thank
you for our help. He was busy
“visiting” a new area where he
starts first and then lets his
friends take over for a cut of
their profits.

30. Ethics...
He thinks that it was his 20th
area of opportunity...

31. Ethics...
That Christmas was a very
interesting Christmas indeed.

32. Ethics...
The information we gave him that day on the laminated piece of paper read:
1. All items masarap! Fresh araw-araw!
2. Malinis, may tubig kami
3. Change oil daily
4. Tok Neneg, 4 for Php 10
5. Fish balls, Php 1 isa, 11 for Php 10
6. Gawa ng pamilya ko para sa inyo,
hanapin lang ang kart na kulay blu
7. Pwede mag-iskedyul
8. May management approval

33. THE MARKETING BUSINESS
ANYONE WHO DOES ANYTHING FOR A PROFIT IS
IN THE MARKETING BUSINESS

34. WHAT IS MARKETING?
IT IS EVERYTHING YOU DO TO PROMOTE A
BUSINESS, IT IS A PROCESS OF CREATING A
CIRCLE OF REPEAT AND REFERAL CUSTOMERS

35. COMPARATIVE ANALYSIS
ETHICAL MARKETING
INVESTMENT COMPRISING OF TIME,
IMAGINATION AND KNOWLEDGE WITH CUSTOMER
BENEFITS IN MIND
VS. TRADITIONAL MARKETING
MONEY FIRST AS MAIN FORM OF INVESTMENT
WITH WHAT TO TAKE FROM THE CUSTOMER IN
MIND

36. COMPARATIVE ANALYSIS
ETHICAL MARKETING
IDENTIFIES HONESTY IN THE MARKETING
PROCESS
VS. TRADITIONAL MARKETING
MARKETING PROCESS SHROUDED IN MYSTERY

37. COMPARATIVE ANALYSIS
ETHICAL MARKETING
DESIGNED FOR SMALL BUSINESSES WITH TIGHT
BUDGETS
VS. TRADITIONAL MARKETING
CUSTOM MADE FOR BIG COMPANIES WITH BIG
BUDGETS

38. COMPARATIVE ANALYSIS
ETHICAL MARKETING
LONG TERM PROFITS MEASURE MORE THAN
SHORT TERM SALES
VS. TRADITIONAL MARKETING
IMMEDIATE SALES MEASURING MORE THAN LONG
TERM PROFITS

39. COMPARATIVE ANALYSIS
ETHICAL MARKETING
BASED ON JUDGEMENT, PSYCHOLOGY AND LAWS
OF HUMAN BEHAVIOR
VS. TRADITIONAL MARKETING
BASED ON PURELY THE BOTTOM LINE

40. COMPARATIVE ANALYSIS
ETHICAL MARKETING
MAINTAINS FOCUS INSTEAD OF DIVERSITY
VS. TRADITIONAL MARKETING
EXPAND, DIVERSIFY, CHANGE FOCUS REGULARLY

41. COMPARATIVE ANALYSIS
ETHICAL MARKETING
ENLARGE CUSTOMER BASE, SET MORE TRANSACTIONS ANNUALLY, TAP
OWN CUSTOMER'S REFERALS AND ADD CUSTOMERS ONE AT A TIME
VS. TRADITIONAL MARKETING
GROW BUSINESS ONE CUSTOMER AT A TIME

42. COMPARATIVE ANALYSIS
ETHICAL MARKETING
MARKETERS FOLLOW UP AFTER THE SALE WAS MADE
VS. TRADITIONAL MARKETING
CUSTOMER INTERACTION USUALLY ENDS WITH THE SALE

43. COMPARATIVE ANALYSIS
ETHICAL MARKETING
LOOK FOR OTHERS TO COOPERATE WITH
VS. TRADITIONAL MARKETING
LOOK FOR OTHERS TO OVERCOME

44. COMPARATIVE ANALYSIS
ETHICAL MARKETING
“YOU” THE CUSTOMER, FIRST ON MARKETER'S MIND
VS. TRADITIONAL MARKETING
“I” THE BUSINESS FIRST BEFORE THE CUSTOMER

45. COMPARATIVE ANALYSIS
ETHICAL MARKETING
CONSIDERS WHAT THE MARKETER CAN GIVE BEFORE ASKING WHAT
THE MARKETER CAN PROFIT FROM
VS. TRADITIONAL MARKETING
WHAT THE MARKETER CAN TAKE FROM THE CUSTOMER

46. COMPARATIVE ANALYSIS
ETHICAL MARKETING
MARKETING COMBINATIONS WORK!
VS. TRADITIONAL MARKETING
SINGLE ADVERTISING MEDIUM WORKS!

47. COMPARATIVE ANALYSIS
ETHICAL MARKETING
NURTURE CUSTOMER RELATIONSHIPS
VS. TRADITIONAL MARKETING
PURE BUSINESS RELATIONSHIP

48. COMPARATIVE ANALYSIS
ETHICAL MARKETING
EMBRACE TECHNOLOGY
VS. TRADITIONAL MARKETING
SHY AWAY FROM TECHNOLOGY

49. COMPARATIVE ANALYSIS
ETHICAL MARKETING
FIT INTO CUSTOMER SHOES TO GROW
VS. TRADITIONAL MARKETING
GETS BIG TO STAY BIG

50. COMPARATIVE ANALYSIS
ETHICAL MARKETING
HAS AN OBLIGATION TO SHOW RESPECT AND KNOWS EVERY DETAIL
MATTERS TO CUSTOMERS
VS. TRADITIONAL MARKETING
EVERY SALE FROM THE CUSTOMER MATTERS

51. COMPARATIVE ANALYSIS
ETHICAL MARKETING
FIRST GAIN A PERSON'S CONSENT THROUGH INFORMATION
VS. TRADITIONAL MARKETING
IN YOUR FACE STRAIGHT SELL

52. COMPARATIVE ANALYSIS
ETHICAL MARKETING
CHRISHES DIALOGUE
VS. TRADITIONAL MARKETING
PREFER A MONOLOGUE

53. COMPARATIVE ANALYSIS
ETHICAL MARKETING
IDENTIFIES MANY MARKETING TOOLS
VS. TRADITIONAL MARKETING
KNOWS ONLY A FEW MASS-MEDIA

54. What is a link?
It is the state of being connected.
It is the means of connection between things
linked in series.