The document discusses marketing ethics, defining it as the application of moral principles in marketing practices that influence customer decisions and organizational behavior. It outlines the benefits of marketing ethics, including transparency, trust-building, and aiding consumer decision-making, while also highlighting ethical criticisms such as high prices, deceptive practices, invasion of privacy, and targeting vulnerable consumers. Overall, it emphasizes the importance of ethical conduct in fostering positive interactions between customers and organizations.

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…..