This document discusses ethical dilemmas in marketing. It begins by defining ethical marketing as adhering to principles of integrity, humility and honesty while benefiting social causes. It then defines an ethical dilemma as a problem where there are no absolutely acceptable options from an ethical perspective. It provides examples of ethical dilemmas such as whether to recall a defective product, how far stealth marketing can go, and if customer information can be sold. It also discusses strategies for addressing ethical issues such as taking ethics seriously, encouraging transparency, and cultivating the right company culture. In general, the document examines common ethical issues that can arise in marketing practices.

1. Ethics &
Ethical
Dilemmas in
Marketing
GROUP NO. 2

2. What is
Ethical
Marketing?
Image via World Fair Trade Organization
1. Adhere to core ethics principles:
• Integrity
• Humility
• Honesty
2. Benefit socially responsible or
environmental causes
3. Ethical marketing isn’t a strategy; it’s a
philosophy

3. What is an
Ethical
Dilemma?
An ethical dilemma (ethical paradox or moral
dilemma) is a problem in the decision-making
process between two possible options, neither of
which is absolutely acceptable from an ethical
perspective.

4. Ethical
Dilemmas
in
Marketing
SHOULD YOU RECALL YOUR PRODUCT?
01
HOW FAR CAN YOU GO IN STEALTH
MARKETING?
02
CAN YOU SELL CUSTOMER
INFORMATION?
03
04
WHAT IS COMPETITIVE MARKETING
STRATEGY?

5. Should you
recall your
product?
Your team comes up with three
options:
1. Do nothing
2. Pull the products from grocery
stores citywide and destroy
them
3. Pull and destroy the product
worldwide
01
Let’s assume YOU founded a
company that manufactures
meatless burgers

6. Case study:
Johnson &
Johnson
• Seven people died and sales dropped
• Destroyed an estimated 32 million
bottles of Tylenol valued at 250
million in today’s dollars
• Leader in tamper-resistant packaging
TYLENOL POISIONING 1982

7. Takata
Airbags
• Most infamous car recall in history
• Across 12 vehicles
• 100 million vehicles have been recalled
• 17 fatalities and more than 200 injuries

8. Stealth marketing is anchored on the premise that word of mouth remains the
most effective form of promotion and that peer group recommendation is the
ultimate marketing weapon. Stealth marketing campaigns help marketers to cut
through the clutter of traditional advertising.
Brand managers looking to move beyond the traditional reliance on 30- second
TV commercials should explore the feasibility of using stealth marketing
techniques.
.
What is Stealth Marketing?
02

9. Different types of Stealth
Marketing techniques
Brand Pushers Celebrity Marketing Marketing in video
games
Marketing in music
videos
product Placement

10. Brand Pushers
Brand pushers are hired actors and
actresses who approach unsuspecting
people in real-life situations by
personally slipping commercial
messages in trendy bars, music stores,
and tourist hot spots.
Types of Stealth Marketing techniques

11. Celebrity
Marketing
Celebrity endorsements become unethical when
hired celebrities do not disclose their financial
arrangements.

12. Marketing in Video Games
A study found that gamers recalled 25%-30% of the brands
directly after game-play and about 10%-15% at a 5 month delay.
EXAMPLE:
Electronic Arts, one of the world’s biggest producers of video
games, paid millions of dollars to the National Football League
for its “Madden Football” game series.

13. Marketing in
Pop and Rap
Music
Fevicol se:
Fevicol evidently benefited from the usage of the
brand name in the popular song ‘Fevicol se’
featuring Salman Khan with Kareena Kapoor.

14. Product Placement
1. Stranger things - Coke 2. Top Gun- Ray-ban
3. Transformers: The age of Extinction

15. Product Placement
4. 2 States- Sunsilk 6. Dhoom- BMW
5. Yeh Jawani hai Deewani-
Make My Trip

16. Product Placement
7. Hasee toh Phasee- Kurkure 8. The Matrix- Nokia
9. Game of Thrones- Starbucks

17. What is Competitive
Marketing Strategy?
• Long-term action plan of
firms so as to gain a
competitive advantage over
its rivals in the industry
• If executed well, helps
generate social media
engagement and create
organic PR
03

18. CanYou Sell
Customer
Information?
SCENARIO
Should you make the sale? Do you even
have the right to use that information in
house?
04
CASE STUDY
Using consumer information is a privacy
and fairness issue if not a legal one.
PLAN OF ACTION
You put together a group to create a
policy about the acceptable ways to use
information consumers share with you.

19. Recent Cases
TICKETMASTER: $10 MILLION
In January 2021, the US ticketing firm agreed to pay a
$10 million criminal fine.
GOOGLE: $7.5 MILLION
2020 saw Google agree to pay $7.5 million to resolve a
class-action lawsuit over two Google+ incidents.

20. Possible Solutions to
Ethical Dilemmas
01
Take Ethical
Practices
Seriously
02
Encourage
Transparency
03
Create the
Right Company
Culture
04
Put Value In
Leadership
02 03 04

21. What are
Ethical issues
in Marketing?
• They stem from conflicts and
disagreements
• We will discuss marketing issues by
using the Marketing Mix
Marketing
Mix
Product
Pricing
Place
Promotion
Packaging

22. 1. Pricing
• Price fixing
• Bid rigging
• Price discrimination
• Price skimming

23. 2. Product
• Companies end up adopting
practices that benefit the
company but are harmful for the
users
• Product counterfeiting
• Product liability
• Environment friendly products

24. 3. Place
• Distribution of product/service
from manufacturer to consumer
• Selling of expired products
• False shipment dates

25. 4. Packaging
• Expiration date and any
message of caution
• Proper product description
• Environment friendly packaging

26. • Persuade target audiences and
generate sales and increase
demand
• Improbable guarantee
• Dishonesty
• Disregard of health and safety
5. Promotion

27. 6.Sales and personal
service
Unequal
treatment of
customers
01
Deceptive
salesperson
practices
02
Unresponsiveness
to customer
complaints
03

28. 7. Customer Management
and Databases
Information misuse-
Collecting customer data and
selling them without customer's
consent or even knowledge
01
Invasion of privacy of
customer information-
CAN-SPAM Act, 2003
02 03
Binding customers
with convoluted and
confusing contracts

29. 8. Marketing
Communications
Planned Product
obsolescence
01
Product
adulteration/imitation
02 03
Same price and
quality under the garb
of "New and
Improved"

30. 9. Marketing
Research
Manipulating research techniques to
produce desirable findings
Gathering Fictional/Falsifying research
data

31. Ethical Pricing Issues to Avoid
• Price fixing
• False Advertising
• Price Discrimination
• Yo-Yo Pricing

32. Webliography
• https://smallbusinessify.com/ethical-dilemmas-in-business/
• https://www.csoonline.com/article/3410278/the-biggest-data-breach-fines-penalties-and-
settlements-so-far.html
• https://www.caranddriver.com/news/a14499263/massive-takata-airbag-recall-everything-you-
need-to-know-including-full-list-of-affected-vehicles/
• https://www.monster.com/career-advice/article/ethics-in-marketing

33. Group No. 2
ThankYou
S.NO NAME ROLL NO.
1 ANUSHKA GHOSH A018
2 ARUNIMA GHOSH A017
3 SHRENIK SHAH A039
4 MITALI PARIHAR A032
5 HEET CHHEDA A012