Ethical practices in marketing imply to designing , producing and labeling a product, deciding a price to be offered and promoting the product.

1. ETHICS IN MARKETING
By VIJYATA
Assistant Professor , Dept. of Management
Ranchi Women’s College , RU

2. Introduction
Ethics are standard of moral conduct .The task of
marketers is to influence the behaviour of customer
by using tools which include the design of a product,
the price at which it is offered, the message used to
describe it and the place in which it is made
available. The application of ethical standards
in these marketing functions is called
ETHICS IN MARKETING

3. SELLER SELLER
SELLERSELLER
SELLER SELLER
BUYER BUYER
BUYERBUYER
BUYER BUYER
THE COMPETITION ACT 2002 CONSUMER PROTECTION ACT 2019
ETHICS AT MARKETPLACE

4. ETHICS IN MARKETING

5. Unethical issues in Product
PLACEPRODUCT
PRICE PROMOTION
Adulteration
Wrong labelling
Non-adherence to quality
standards
Product liability and
reliability
Counterfeiting

7. Unethical issues in Pricing
PLACEPRODUCT
PRICE PROMOTION
Price Fixing
Supra Competitive Pricing
Price discrimination
Bait Pricing
Bid Rigging
Price Skimming

8. Bait Pricing - Bait pricing refers to an advertising
strategy used to attract customers by making
them think that they will have to pay less for
something that costs more. This tactic
advertises prices that are often surprisingly low,
or at least much lower than those which are
usually available in the market.
Unethical pricing

9. Bid Rigging – Bid rigging is an illegal practice in
which businesses conspire to allow one another to
secure contracts at raised prices, thereby
undermining free-market competition. It takes
place at “ call for Price “ situations or auctions
Unethical pricing

10. Supra competitive Pricing – Supra competitive
pricing is pricing above what can be sustained in a
competitive market. This may be indicative of a
business that has a unique legal or competitive
advantage or of that has driven competition from the
market.
Unethical pricing

12. Unethical issues in Physical distribution
PLACEPRODUCT
PRICE PROMOTION
Pressure for Push
Marketing
Influencing Vendor to
reduce POS display of
competitors

14. Unethical issues in Promotion
PLACEPRODUCT
PRICE PROMOTION
Surrogate Advertising
Exaggeration
Puffery
Unverified Claims
Stereotyping women
False Brand Comparisons
Children in Advertising

15. Surrogate Advertising – In certain places there are
laws against advertising products like cigarettes or
alcohol. Surrogate advertising finds ways to remind
consumers of these products without referencing them
directly.
Exaggeration – Some advertisers use false claims
about a product's quality or popularity. A Slogan like
“get coverage everywhere on earth” advertises features
that cannot be delivered.
Unethical advertising

16. Unethical advertising
Unverified Claims – Many products promise to deliver
results without providing any scientific evidence.
Shampoo commercials that promise stronger, shinier
hair do so without telling consumers why or how.
Stereotyping Women – Women in advertising have
often been portrayed as sex objects or domestic
servants. This type of advertising traffics in negative
stereotypes and contributes to a sexist culture.

17. False brand comparisons – Any time a company
makes false or misleading claims about their
competitors they are spreading misinformation.
Children in advertising – Children consume huge
amounts of advertising without being able to evaluate it
objectively. Exploiting this innocence is one of the most
common unethical marketing practices.
Unethical advertising

18. Puffery – When an advertiser relies on subjective rather
than objective claims, they are puffing up their products.
Statements like “the best tasting coffee” cannot be
confirmed objectively.
Unethical advertising

19. FALSE
BRAND
COMPARISIONS

20. PUFFERY
ADVERTISING

21. EXAGGARATION
ADVERTISING

22. SURROGATE
ADVERTISING

23. Thank Youvijyata.rwc@gmail.com