Ethical issues in direct marketing. This presentation gives you an outline of the various ethical issues involved in marketing.

1. - ANJITH JOHN
AIMIT Mangalore

2. ETHICS
• Ethics - A set of principles of right conduct or a theory or a
system of moral values.
• Marketing ethics is the application of ethics into the
marketing process with the moral principles behind the
operation and regulation of marketing.

3. • Ethics are all about principles present in an individual
showing the right conduct which helps in shaping the
decisions of the customers as well as of the organization.
• Ethics play a very important role in influencing the behavior
of the individuals to help them in their buying decision.

4. • It is true that marketing involves buying and selling of
products, services or ideas to the people in different ways,
some are ethical but some are unethical.
- The Right to Safety
- The Right to Be Informed
- The Right to Selection
- The Right to Confidentiality (Privacy )

5. ADVANTAGE OF MARKETING ETHICS
• The transparency in selling or buying is always liked by people and
they show great interest in the product/service.
• Ethics synergizes a mutual relationship between the customer and
the organization which is built on trust, good faith and fair dealing in
their interaction.
• It helps the customers to take the right and fast decision in choosing
a particular product.

6. ETHICAL ISSUES & THE MARKETING MIX
Customers
Pricing
Issues
Promotion
Issues
Distribution
Issues
Product
Issues

7. ETHICAL CRITICISMS OF MARKETING
• High prices
• Deceptive practices
•Harmful, or unsafe products
•Poor service to disadvantaged consumers

8. • Presuppositions: fat or dark is not beautiful, making value
judgments
• Irritation:
Many people find the increasing number of hard-sell direct-marketing
solicitations to be a nuisance.
They dislike direct-response TV commercials that are too loud,
too long and too insistent. Especially, dinnertime or late-night
phone calls, poorly trained callers and computerized calls
placed by an auto-dial recorded-message player.

9. • Invasion of privacy:
It seems that almost every time consumers order products
by mail or telephone, enter a sweepstakes, apply for a credit
card, or take out a magazine subscription, their names,
addresses, and purchasing behavior may be added to
several company databases.
• Critics worry that marketers may know too much about
consumer’s lives, and that they may use this knowledge to
take unfair advantage.

10. •Unfairness- some direct marketers take advantage of
impulsive or less sophisticated buyers or prey on the
vulnerable, especially the elderly.
•Deception and fraud- some direct marketers design
mailers and write copy intended to mislead. They may
exaggerate product size, performance claims, or the retail
price.

11. THANK YOU…..