It tells about the Marketing Ethics, why and how company follow the ethics in marketing. It is well concluded and you get much knowledge by this presentation.

1. THE ETHICS OF MARKETING

2. Ethical Marketing
Ethical marketing refers to the application of marketing ethics into the
marketing process
Marketing ethics has the potential to benefit society as a whole, both in the short-
and long-term
Study of Ethical marketing should be included in applied ethics and involves
examination of whether or not an honest and factual representation
Marketing ethics has influenced companies and their response is to market their
products in a more socially responsible way
The increasing trend of fair trade is an example of the impact of ethical marketing
Marketing ethics is the area of applied ethics which deals with the moral principles
behind the operation and regulation of marketing. Some areas of marketing ethics
overlap with media ethics.

3. This diagram illustrates the steps you need to take when implementing ethical marketing

4. Why Do Businesses Adopt Ethical Marketing?
Some businesses are set up because the founders feel strongly about an issue
and they would like to deal with issue through the business.
Whilst other businesses pursue ethical marketing because they feel that is what
customers expect from them.
Some consumers buy products and services because they feel that the
products are based on ethical strategy they agree with.
In response to this consumer demand organizations have increased their focus
on ethical marketing.
The UK Co-operative bank is good example of an organisation which
endeavors to adopt ethical principles.

5. How Do Companies Begin the Ethical Marketing Process?
After a company has decided to implement ethical marketing it will need
to make the following decisions:
Define what is ethical.
Decide which branch of ethics it will subscribe to.
Decide how ethical marketing will be implemented.
In which areas of the firm's operations will ethical marketing be implemented e.g.
employees, suppliers, consumers/clients, production techniques, distribution or
the whole value chain.
Complete an analysis of how much ethical marketing will cost and compare this
against the likely benefits of ethical marketing. This will help them decide
whether they would like to pursue ethical marketing.

6. Ethical Pitfalls in Advertising and Promotion
 Issues over truth and honesty
 Issues with violence, sex and profanity
 Taste and controversy
 Negative advertising techniques
 Delivery channels
 Direct Marketing
 Native Marketing

7. Deceptive Advertising and Ethics
This form of advertising is not specific to one target market, and can
sometimes go unnoticed by the public.
There are a number of different ways in which deceptive marketing can
be presented to consumers; one of these methods is accomplished
through the use of humor.
According to Hassib Shabbir and Des Thwaites,238 advertisements were
assessed:
73.5% of them were found to have used deceptive marketing practices. Of those
advertisements that were conducted deceptively.
74.5% of them used humor as a masking device in order to mislead potential
customers.

8. Is marketing inherently evil?
A popularist anti-marketing stance commonly discussed on the blogosphere and
popular literature is that any kind of marketing is inherently evil. The position is based on the
argument that marketing necessarily commits at least one of these wrongs:
 Damaging personal autonomy
 Causing harm to competitors
 Manipulating social values.
 Marketing has a major impact on our self-images,
 People are spending tons of money and are usually more depressed.
 Marketing/Advertising creates artificiality and influences sexual attitudes.

9. The use of ethics as a marketing tactic
Business ethics has been an increasing concern among larger companies, at least since the
1990s.
Major corporations increasingly fear the damage to their image associated with press
revelations of unethical practices.
Marketers have been among the fastest to perceive the market's preference for ethical
companies, often moving faster to take advantage of this shift in consumer taste.
This results in the expropriation of ethics itself as a selling point or a component of a
corporate image.
 The Body Shop is an example of a company which marketed itself and its entire product
range solely on an ethical message.
 Greenwash is an example of a strategy used to make a company appear ethical when its
unethical practices continue.

10. Challenges of Ethical Marketing
Ethical marketing requires marketing strategies that are ethical and reflect consumer
expectations.
It is not easy to define the term ethical or identify which ethical decisions cater to
market expectations. An individual's view of ethics and morality is influenced by a
variety of things including their culture, family upbringing, peers, community, religion
and country.
Balancing ethics and remaining competitive can be difficult. If ethical marketing
involves considering the needs and welfare of suppliers, employees and customers it
could add to business costs.
For example "Fair Trade" products provide producers with a minimum price. When
business costs increase profit margins reduce or the costs are passed onto customers
through price increases. However if firms can adopt ethical marketing which reflect
market expectations, it may make them more appealing to customers and therefore
create a competitive edge.

11. Conclusion
Ethics can form one element of a firm's marketing strategy or the whole
strategy can be based around ethical marketing.
It all depends on what the business is trying to achieve and what they
feel is expected by customers, shareholders and their target market.
Ethical marketing can increase business costs or create a competitive
edge.
The mindset of many companies is that they are concerned for
population and the environment in which they due business.
They feel that they have a social responsibility to people, places, and
things in their sphere of influence.