3. Social marketing is the use of commercial
marketing principles and techniques to
improve the welfare of people and the
physical, social and economic environment in
which they live. It is a carefully planned,
long-term approach to changing human
behaviour.
7. GREEN MARKETING
Also known as environmental /ecological marketing.
Includes all marketing activities that are intended to create a
positive impact or lessen the negative impact of the product on
the environment .
Green marketing includes:
product modification
changes in the production process
modifying advertising and packaging
8. GREEN ASPECTS IN SERVICES
MEDICAL SERVICES:
Donation camps
Rural area visits
Free checkups
RETAIL SERVICES
Discourage plastic bags
Wax paper printing
Help raise funds for needy
Promote green products
9. •TRANSPORTATION SERVICE:
WIDE SPREAD PUBLIC TRANSPORT SYSTEM
ELECTRIC VEHICLES FOR RENT
•EDUCATIONAL INSTITUTIONS:
USE OF ELECTRONIC MEDIA
SOCIAL WELFARE ACTIVITIES
MAINTAIN GREENERY IN CAMPUS
DISCOURAGE USE OF PERSONAL VEHICLES
10. CASE STUDIES OF COMPANIES
FOLLOWING GREEN MARKETING
As said by Starbucks: “ It is our commitment to purchase
only the highest quality , ethically sourced and responsibly
grown coffee. To reduce our own environmental footprint
and fight climate change.”
Various strategies introduced by Starbucks in making green
marketing campaign become interesting:
Do modification in products:
Usage of reusable cups and their
lids are made from polypropylene.
11. Get opportunity in the earth day:
On April 22 Starbucks invited everyone to bring in a reusable
mug or tumbler and get a free brewed coffee or tea.
Utilize Facebook for campaign:
Starbucks also chose Instagram ,Twitter and other social
media platforms to do their green marketing campaign.
12. SBI Green Banking Programme:
By using eco and power friendly equipment in its
10000 new ATM’s ,SBI has not only saved power costs
and earned carbon credits but also set the right
example for others to follow.
Mc Donald’s and KFC:
Mc Donald’s stopped using polystyrene containers and
started using cardboard ,where as KFC is switching from
cardboards to wrapping papers for some products.
15. WHAT IS SUSTAINABLE MARKETING?
Sustainable Marketing calls for
socially and environmentally
responsible actions that meet the
present needs of consumers and
businesses while also preserving or
enhancing the ability of future
generations to meet their needs.
22. Ethics of Marketing
Marketers must not knowingly do harm in carrying out their selling
responsibilities.
They should embrace basic marketplace values, including truth telling,
genuine service to customers, avoidance of practices acclaimed to be
unfair, and an adherence to honest and open communications with
clients
23. GLAXOSMITHKLINE FINED $3 BILLION BY FDA FOR
IMPROPER MARKETING AND UNETHICAL
BEHAVIOR
Summary: GlaxoSmithKline (GSK),to pay $ 3 billion in criminal and civil liabilities in
the largest healthcare fraud settlement in US history. GSK was caught promoting
several drugs for unapproved uses, failing to report safety data, paying kickbacks to
physicians, and price reporting
Facts:
Unapproved uses (or off -label uses) – Paxil
failing to report safety data - Avandia
Kickbacks
Impact:
Fine was paid
Prison to CEO, Managers and Executive o
Global brand image was effected
Approach:
Utilitarian - An ethical decision is one that produces the greatest good for the greatest
number of people
24. Ethical questions specially surround the
target marketing of segments that include
potentially vulnerable populations such as
children, the elderly, the
impoverished(poor) ,and marketing
illiterates.
For example:
If a company markets its products to an
uneducated customer base that is not
aware of the serious consequences of a
certain product, such as selling cigarettes
in developing countries, that's an ethic al
25. Unethical Advertisement
• When it has degraded or underestimated
the substitute or rival's product
• When it gives false or misleading
information on the value of the product
• When it fails to give useful information on
the possible reaction or side effects of
the product
• When it is immoral
26. TYPES OF UNETHICAL
ADVERISMENTS
Type of Unethical Advertising and Marketing
Surrogate
Puffery
Exaggeration
Unverified claims
Women used as sex symbols for promoting products
Comparative advertisements
Use of children in advertising
Vulgar advertising
27. AXE ADVERTISEMENT
AXE a product of HUL,Vaibhav Bedi had been using AXE
Deodorant for the past seven years,but didn't able to grab
the girls attention.
Axe advertisements suggest that the products help men in
instantly attracting women.
In what could prove to be a major marketing and legal
embarrassment for Hindustan Unilever Limited (HUL),a
26- year-old man has filed a case against the FMCG
company, which owns the Axe brand of men grooming
products, for 'cheating' and causing him 'mental suffering'.
Vaibhav Bedi,the petitioner,also surrendered all his used,
unused and half-used deodorant sprays,perfume sticks and
roll-ons,anti-perspirants,aftershaves, body washes,
shampoos,and hair gels to the court,and demanded a
laboratory test of-the.products narcotics test of the brand
managers of Axe.
28. APPLE 'S SIRI SUED FOR
EXAGGERATED ADS
• SUMMARY: SIRI, THE VOICE-ACTIVATED PERSONAL ASSISTANT PROGRAM BUILT INTO THE APPLE IPHONE
4S, HAS BEEN SUED AGAIN FOR ALLEGEDLY OVERSELLING ITS ABILITIES IN ADVERTISING AND TV
COMMERCIALS
FACTS:
• FALSE CLAIMS OF SIRI IS USER FRIENDLY
• SIRI TO MAKE APPOINTMENTS,
• FIND RESTAURANTS
• EVEN TO LEARN THE GUITAR CHORDS TO CLASSIC ROCK SONGS
• TASKS AS EASILY ACCOMPLISHED "JUST BY ASKING" SIRI,“
IMPACT:
• FINE WAS PAID
• ADVERTISEMENT WAS MODIFIED
APPROACH:
• UTILITARIAN - AN ETHICAL DECISION IS ONE THAT PRODUCES THE GREATEST GOOD FOR THE GREATEST
NUMBER OF PEOPLE
• MORAL RIGHT- AN ETHICAL DECISION IS ONE THAT BEST MAINTAINS AND PROTECTS THE FUNDAMENTAL
RIGHTS AND PRIVILEGES OF THE PEOPLE AFFECTED BY IT
29. No advertisement shall be permitted which
(a) promotes or supports rabble- rousing,
anarchy(revolution) or violence in country,tends to motivate
people to crime, cause disorder or violence or breach of law or
glorifies violence or obscenity in any way,promotes social
inequality, militates against concepts of human dignity and
dignity of labor.
(b) is against any provisions of the Constitution of Pakistan or
any other law for the time being in force
(c) distorts(alter) historical facts, traditions of Pakistan or the
person or personality of a national leader or a state dignitary;
(d) is directed against holiness or home, family and marriage
(e)contains indecent, vulgar, of offensive themes or treatment, is
repugnant to ideology of Pakistan or Islamic values.
32. PRICE
• Marketers should be allowed to charge
any price they want provided there is no
price discrimination among consumers
and that prices are all inclusive.
• However, too high prices are not ethical,
when they do not reflect the existing cost
structure but are a means to take
advantage of consumers.
PRODUCT
• Ethical concerns can arise in the development
of products/services. Marketers are supposed
to identify and satisfy needs of consumers.
• Products offered do not always contribute to
satisfying existing needs but sometimes
create new needs through the promotion of
materialism.
33. • Consumers can be manipulated without knowing
it through subtle marketing techniques in
distribution outlets.
• For example, shelves at lower heights target
children, and stores can be organized in such a
way that it encourages consumers to pass
through more shelves.
PLACE
34. • The most commonplace ethical concern
in promotion is deception
• Consumers desire to obtain more for
the same price and are therefore
sensitive to sales promotion like free
gift, price reduction or special offers.
• The ethical risk is that companies may
be tempted to take advantage of
customers by making promises and
promotions that cannot be kept.
PROMOTION
35.
36.
37. 1: Use rounded numbers instead of charm
prices.
2: Be honest and transparent.
3: Encourage abundance and patience.
4: Build trusting collaborations.
5: Implement brilliant customer service.
6: Be social.
7: Close the sale ethically.
How can we implement the ethics
in marketing?
