This document discusses marketing ethics and its importance. It defines ethics as determining right and wrong behavior, and marketing as communicating value to sell products/services. Marketing ethics deals with moral principles of marketing operations and regulations. Marketers should consider consumer judgment ability, sufficient information for unbiased decisions, and choice/alternatives. The importance of marketing ethics includes satisfying needs, building trust and credibility, and long term gains. Ethical issues can arise in a marketing mix's product, price, placement, packaging, and promotion. [/SUMMARY]

1. MARKETING ETHICS

2. DEFINITION
 ETHICS - Ethics is the art and science of
determining good and bad or right and wrong moral
behavior.
 MARKETING – Marketing is the process of
communicating the value of a product or services to
customers, for the purpose of selling the product or
service.

3. MARKETING ETHICS
 Marketing ethics is the area of applied ethics which
deals with the moral principles behind the operation
and regulation of marketing activities.
 Marketers can assess their own decisions according
to three criteria: the consumer’s ability to judgment,
the amount of information sufficient to an unbiased
decision , the possibility of choice and alternative.

4. IMPORTNCE OF MARKETING ETHICS
 Satisfying Basic Human Needs.
 Develops a positive attitude.
 Builds goodwill.
 Values of trust.
 Creating Credibility.
 Securing the Society.
 Long Term Gains.

5. Marketing Mix
Product
Price
PlacePackaging
Promotion

6. PRODUCT
 Customer safety
 Liability and reliability of products
 Designing the special needs

7. PRICE
 Price flexing.
 Bid rigging.
 Price skimming.
 Price war.

8. PLACE (Distribution)
 Consumers can be manipulated without knowing it
through subtle marketing techniques in distribution
outlets.
 Performance Pressure.
 False promises regarding the date of shipment and
the date of delivery.
 Pressurizing the vendors.

9. PACKAGING
 Label information.
 Packing graphics.
 Packaging safety.
 Environmental importance of packaging.

10. PROMOTION
 To present the real picture of the product.
 To increase demand
 To differentiate the product from other products.

11. ETHICAL ISSUES IN ADVERTISING
 Puffery
 Advertising for children
 Promoting unhealthy products
 Subliminal advertising
 Deceptive advertising

12. Acknowledgment
 We would like to thank Miss Avantika Lawrence for
her continued support and guidance.
 We would also like to Thank you all for being a
patient listener.

13. Project by:
 Girija Kanade.
 Rashmi Dugad.
 Anusha Rathi.
 Punita Bandal.
 Komal Sheth.

14. THANK YOU