This document outlines principles of ethical marketing and additional aspects beyond the typical 4 P's of marketing. It discusses 8 principles of ethical marketing including truth in communications, high personal ethics for professionals, transparency about endorsements, fair treatment of consumers, and prioritizing ethics in decisions. It also outlines 8 additional aspects to consider including purpose, performance, targeting different people, processes, packaging, physical evidence, philanthropy, and policies.

1. Name – Alok
Batch – MBA/167/2014

2. Principles of Ethical Marketing
1) All marketing communications share the common standard of truth.
2) Marketing professionals abide by the highest standard of personal ethics.
3) Advertising is clearly distinguished from news and entertainment content.
4)Marketers should be transparent about who they pay to endorse their
products.
5) Consumers should be treated fairly based on the nature of the product and
the nature of the consumer (e.g. marketing to children).
6) The privacy of the consumer should never be compromised.

3. 7) Marketers must comply with regulations and standards established by
governmental and professional organizations.
8) Ethics should be discussed openly and honestly during all marketing
decisions.
Beyond 4 P’s in marketing ethics
1) Purpose – marketing of any commodities or services should not be
limited only up to profit and loss of any marketer or
organization but it must create value based social and
economical development of society. e.g. Iodized
salt, requirement of steel in construction and infrastructural
development, telephonic services etcetera.

4. 2) Performance – means durability, reliability, authenticity, features,
effectiveness and efficiency of the product and services.
e.g. (brand quality of any reputed organization is the
basic essence of performance)

5. 3) People – segregate the products and services according to different age
group & gender that is affordable by most of the people in
society. e.g. (men, women, children, adolescent, adult, old
etcetera)
Children Adolescent

6. Adult Old
Women Men

7. 4) Processes – ingredients utilized & visual appearance should be made
considering different aspects of consumer health and safety
and other environmental issues.
5) Packaging – biodegradable, recyclable and reusable packaging material
shall be used, manufacturing date, expiry date, net weight
best before, barcode, etcetera must be mentioned in the
packaging.

9. 6) Physical evidence – refers to the tangibility of any product or service. For
instance if a person utilizes ATM service then the receipt
of transaction or withdrawal acts as a physical evidence
that depicts the specific date and time as well as the
particular amount of money withdrawn.

10. 7) Philanthropy – e.g. Corporate Social Responsibility (CSR) whatever the
profit generated by public sector or
private sector, they must have to contribute 2% of
their total profit for the social and economical
development of the country . This money will be
utilized in upliftment and welfare of deprived group of
people in society.
8) Policy - comprises export and import duty, tariff & non tariff barriers,
taxes imposed by the government on different manufacturing
sector that may create favourable condition for trade or have
adverse affect on trade e.g. (causes inflation or inclination of
price because of no demand)