E-Marketing Ethical and Legal IssuesE-Marketing: is the use of information technology in the   processes of creating, comm...
E-Marketing Ethical and Legal IssuesCompare and contrast ethics and law.The implications of ethical codes and self-regul...
E-Marketing Ethical and Legal IssuesSoftware Piracy40% of all software worldwide was pirated in 2001.Piracy resulted in ...
E-Marketing Ethical and Legal IssuesEthics and Legal IssuesEthics and law are closely related.Ethics concerns the analys...
E-Marketing Ethical and Legal IssuesThe Problem of Self-RegulationWhat are the roles of formal laws vs. free operation of...
E-Marketing Ethical and Legal IssuesPrivacyThe concept of privacy has both ethical and legal aspects.There is legal conf...
E-Marketing Ethical and Legal IssuesPrivacy Within Digital ContextsAMA Code of Ethics for Marketing on the Internet: “inf...
‫‪E-Marketing Ethical and Legal Issues‬‬       ‫حيث قامت مجموعه ) ‪ ( American Marketing Association AMA‬بوضع معايير محددة...
‫‪E-Marketing Ethical and Legal Issues‬‬        ‫:التحترام :‪Respect‬‬  ‫العتراف بالكرامة النسانية لكل اصحاب الحصص، احترام...
E-Marketing Ethical and Legal IssuesThe Privacy Debate Supporters of systems such as Double Clicks argue that users wish ...
E-Marketing Ethical and Legal IssuesThe FTC and Privacy NormsThe FTC has identified the following norms for the ethical us...
E-Marketing Ethical and Legal IssuesProtection of Digital PropertyThe law protects intangible or intellectual property thr...
E-Marketing Ethical and Legal IssuesCopyright Copyright is the primary means of protecting most expression on theInternet...
E-Marketing Ethical and Legal IssuesTrademarks:- Trademark law concerns the ownership of intellectual property that ident...
E-Marketing Ethical and Legal IssuesPatents Applying patent law to computing is an uncertain but developing field. Creat...
E-Marketing Ethical and Legal IssuesLicenses•    Licenses are increasingly popular method of intellectual property protect...
E-Marketing Ethical and Legal IssuesOnline Expression•    Freedom of expression is protected by the First Amendment.•    I...
E-Marketing Ethical and Legal IssuesEmerging Issues• Online governance   – The Internet Corporation for Assigned Names and...
E-Marketing Ethical and Legal IssuesEmerging Issues• Fraud   – The use of deception and false claims to obtain profit.• Th...
E-Marketing Ethical and Legal Issues                      FBI Investigates Online Fraud               ‫ ( لمكافحة التحتيال...
Ali
Ali
Upcoming SlideShare
Loading in …5
×

Ali

299 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
299
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ali

  1. 1. E-Marketing Ethical and Legal IssuesE-Marketing: is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Its only one part of an organizations e- business activities.The result of information technology applied to traditional marketing:1. Increases efficiency and effectiveness2. Transform many marketing strategies
  2. 2. E-Marketing Ethical and Legal IssuesCompare and contrast ethics and law.The implications of ethical codes and self-regulation.Some of the main privacy concerns within traditional and digital contexts.Copyright, patent, trademark, and data ownership issues related to theInternet.Highlight key ethical and legal concerns related to online expression.
  3. 3. E-Marketing Ethical and Legal IssuesSoftware Piracy40% of all software worldwide was pirated in 2001.Piracy resulted in a US$10.7 billion loss for firms.840,000 Internet sites sold counterfeited software.Vietnam, China, Indonesia, Ukraine, and Russia have highest piracy rates.Microsoft believes that education is the best weapon against piracy. Doyou agree?
  4. 4. E-Marketing Ethical and Legal IssuesEthics and Legal IssuesEthics and law are closely related.Ethics concerns the analysis of what is right and wrong and how we judgethe differences.Modern technology presents a challenge to marketing ethics. Critical issuesinclude: Ownership of intellectual property Freedom of expression Use of data and its collection Status of children and digital networks
  5. 5. E-Marketing Ethical and Legal IssuesThe Problem of Self-RegulationWhat are the roles of formal laws vs. free operation of the market?Supporters of self-regulation stress the private sector’s ability to identifyand resolve problems.Critics argue that incentives for self-regulation are insufficiently compellingand true deterrence will not be achieved.
  6. 6. E-Marketing Ethical and Legal IssuesPrivacyThe concept of privacy has both ethical and legal aspects.There is legal confusion regarding privacy. No specific privacy provision within the U.S. Constitution. Privacy has been addressed in the common law of the courts.Within society, privacy interests compete with concerns for safety,economics, and need for association with others.
  7. 7. E-Marketing Ethical and Legal IssuesPrivacy Within Digital ContextsAMA Code of Ethics for Marketing on the Internet: “information collectedfrom customers should be confidential and used only for expressedpurposes.”Online advertising firms such as Double-Click, have traditionally recordedusers’ click streams to form user profiles for marketing purposes.Controversy arose in 2000 when Double-Click acquired consumernames, addresses and buying histories and planned to combine the offlinedata with click stream data.Data can be obtained through cookies.Cookies are packets of data that are created and stored on the user’shard drive in response to instructions received from a Web page.Cookies allow marketers to pinpoint an individual’s online behavior.
  8. 8. ‫‪E-Marketing Ethical and Legal Issues‬‬ ‫حيث قامت مجموعه ) ‪ ( American Marketing Association AMA‬بوضع معايير محددة وواضحة‬ ‫حسب المفاهيم والقيم التجتماعية السائدة في المجتمعات والمنظمات التي تطبقها ثم تقوم بتقييم اعمالهم والحكم‬ ‫عليها وذلك يؤدي الى خدمة المشاريع التي تقدم خدمات التسويق وتسهيل اتجراءات الصفقات بكفاءة وفعالية حيث‬ ‫تشكل هذه المعايير مسئولية تحتم على الشركات القيام بها اما اصحاب الحصص والزبائن والموظفين‬ ‫والمستثمرين ...‬ ‫المعايير العامة:‬ ‫يجب على المسوقين ان ل يسببوا الذى للخرين ) ‪ :( Marketers must‬أي ان عليهم اللتزام بكل القوانين‬ ‫.1‬ ‫والتعليمات والمعايير الموضوعة.‬ ‫يجب على المسوقين بناء الثقة في نظام التسويق ) ‪:( Marketers must foster trust in marketing system‬‬ ‫.2‬ ‫بمعنى ان تتطابق المنتجات مع حملت الترويج التي يقومون بها وان تكون التصالت حول السلعة او الخدمة‬ ‫صحيحة وليست مخادعة او مضللة ) ‪.( Not intentionally deceptive or misleading‬‬ ‫يجب على المسوقين ان يطبقوا القيم الخلقية التي تحسن ثقة المستهلك في سلمة نظام التسويق‬ ‫.3‬ ‫:المانة :‪Honestly‬‬ ‫ان تكون الشركة صادقة في تعاملها مع اصحاب الحصص والزبائن وتقول الحق في كل الحالت وتجميع الوقات‬ ‫وتقدم المنتجات بالجودة التي تعلن عنها.‬ ‫•‬ ‫:المسئولية :‪Responsibility‬‬ ‫قبول نتائج قرارات واستراتيجيات الشركة التسويقية وبذل الجهود لخدمة الزبائن واللتزام بخدمة قطاعات‬ ‫السوق الصغيرة كالفطفال والمعاقين‬ ‫.1‬ ‫:العدل والنصاف :‪Fairness‬‬ ‫الموازنة بين حاتجات المشتري ومصالح البائع والعلن عن المنتجات بشكل واضح دون خداع او تضليل ودون‬ ‫تلعب بثقة الزبون‬
  9. 9. ‫‪E-Marketing Ethical and Legal Issues‬‬ ‫:التحترام :‪Respect‬‬ ‫العتراف بالكرامة النسانية لكل اصحاب الحصص، احترام الختلفات بين الفراد وعدم تصوير السلوكيات في المجتمعات‬ ‫بشكل يتنافى مع الخلقيات كالجنس، الستماع لحاتجات الزبائن وبذل الجهود لتحسين رضاهم.‬ ‫:الفنفتاح :‪Openness‬‬ ‫قبول النقد البناء من الزبائن واصحاب الحصص، توضيح خصائص المنتج ومخافطر الستخدام التي قد تؤثر على الزبائن،‬ ‫كشف السعار بالكامل.‬ ‫:المواطنة :‪Citizenship‬‬ ‫انجاز المسئوليات التجتماعية والحضارية والمحبة للبشر ) ‪ ( Philanthropic‬والقانونية والتجتماعية التي تخدم اصحاب‬ ‫الحصص، المساهمة في تحسين البيئة في المجتمعات، التحسين العام للتسويق وسمعته.‬‫التطبيق:‪• Implementation‬‬ ‫ان كل قطاع سواء صناعي او تسويقي له قضاياه الخلقية الخاصة به التي تتطلب سياسات معينة، وتقوم الـ ) ‪ ( AMA‬من‬ ‫خلل موقع ويبها بالتدخل في تطبيق هذه الخلقيات حيث تشجع عمليات التطوير لها وتحاسب كل من يخالف هذه المعايير‬ ‫والقيم.‬
  10. 10. E-Marketing Ethical and Legal IssuesThe Privacy Debate Supporters of systems such as Double Clicks argue that users wish toreceive the benefits of targeted advertisers.Critics point out that most users do not understand how computers processdata.Preliminary terms of the FTC agreement include:  Obligation to provide notice of data collection.  Ban on combining existing data with personal information unless opt-in permission is obtained.
  11. 11. E-Marketing Ethical and Legal IssuesThe FTC and Privacy NormsThe FTC has identified the following norms for the ethical use of consumerinformation: Notice Consent Access Security Enforcement
  12. 12. E-Marketing Ethical and Legal IssuesProtection of Digital PropertyThe law protects intangible or intellectual property through 3 basic mechanisms• Copyright• Patent law• Trademark
  13. 13. E-Marketing Ethical and Legal IssuesCopyright Copyright is the primary means of protecting most expression on theInternet.  Doctrine of Fair Use Ability to copy protected material for education and news reporting.  Doctrine of First Sale Limit the ability of copyright holder to obtain profit after the initial time at which the material is sold. Other copyright protection under No Electronic Theft Act and DigitalMillennium Copyright Act.
  14. 14. E-Marketing Ethical and Legal IssuesTrademarks:- Trademark law concerns the ownership of intellectual property that identifiesgoods or services. Trademark law as been applied to the Internet naming system of domainnames.  Similarities in names may result in trademark infringement claims.  Cyber squatting involves the registration of domains that resemble or duplicate existing ones.
  15. 15. E-Marketing Ethical and Legal IssuesPatents Applying patent law to computing is an uncertain but developing field. Creators of software are attempting to make use of patent law protection.  Advocates argue that granting of patents for software will encourage innovation. Critics argue that patents will have stifling and monopolistic effects.
  16. 16. E-Marketing Ethical and Legal IssuesLicenses• Licenses are increasingly popular method of intellectual property protection. – Allow the buyer to use the product but restrict duplication or distribution.• Licenses may be two basic types – Shrink-wrap or break-the-seal licenses – Click wrap licenses where the user is required to click a button to accept the terms• Legal trend favors enforcement of software licenses.
  17. 17. E-Marketing Ethical and Legal IssuesOnline Expression• Freedom of expression is protected by the First Amendment.• Internet technology has resulted in what many consider inappropriate or untargeted types of consumer contact. – Spam is the mass distribution of unsolicited electronic mail.• CAN-SPAM Act creates a framework for email marketing.• Expression directed to children remains a highly visible issue within online law and ethics. .
  18. 18. E-Marketing Ethical and Legal IssuesEmerging Issues• Online governance – The Internet Corporation for Assigned Names and Numbers (ICANN) was formed in 1998.• Jurisdiction – The ability of a court or other authority to gain control over a party. – Traditionally based on physical presence. – Treaties may provide for international resolution and enforcement.
  19. 19. E-Marketing Ethical and Legal IssuesEmerging Issues• Fraud – The use of deception and false claims to obtain profit.• The Internet provides opportunities for novel deceptions. – Spoofing is the use of e-mail or Web sites to impersonate individuals or corporations.• The FTC, FBI, and state agencies have increased their efforts to track and prosecute fraudulent conduct
  20. 20. E-Marketing Ethical and Legal Issues FBI Investigates Online Fraud ‫ ( لمكافحة التحتيال‬FBI ) ‫موقع مكتب التحقيقات الفيدرالي‬

×