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 refers to the application of
marketing ethics into the marketing process
V garketing ethics has the potential to benefit society as
a whole, both in the short- and long-term
V Study of Ethical marketing should be included in
applied ethics and involves examination of whether or
not an honest and factual representation
V garketing ethics has influenced companies and their
response is to market their products in a more socially
responsible way
V The increasing trend of fair trade is an example of the
impact of ethical marketing
 
V The philosophy of marketing is not lost with this
newfound ethical slant, but rather hopes to win
customer loyalty
V Ethical marketing should not be confused with
government regulations brought into force to improve
consumer welfare
V g


 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.
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’rocess-oriented framework

Stakeholder-oriented framework

Value-oriented framework


  

V Àamaging personal autonomy
V Causing harm to competitors
V ganipulating social values.
V garketing has a major impact on our self-
images,
V ’eople are spending tons of money and are
usually more depressed.
V garketing/Advertising creates artificiality and
influences sexual attitudes.
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V nvolvement in the community
V Honesty, truthfulness and fairness in marketing
V Use of animals in product testing
V Agricultural practices e.g. intensive faming
V The degree of safety built into product design
V Àonation to good causes
V The extent to which a business accepts its alleged
responsibilities for mishaps, spillages and
V leaks
V The selling of addictive products e.g. tobacco
V nvolvement in the arms trade
V Trading with repressive regimes
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V Treatment of customers - e.g. honouring the spirit as
well as the letter of the law in respect to warranties and
after sales service
V The number and proportion of women and ethnic
minority people in senior positions
V The organisationǯs loyalty to employees when it is in
difficult economic conditions
V Employment of disabled people
V Working conditions and treatment of workers
V Bribes to secure contracts
V Child labour in the developing world
V Business practices of supply firms
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V ’ricing lack of clarity in pricing

V Àumping
V ’rice fixing cartels
V Encouraging people to claim prizes when they phoning
premium rate numbers
V DzBait and switchdz selling
V High pressure selling
V Counterfeit goods and brand piracy
V Copying the style of packaging in an attempt to mislead
consumers
V Àeceptive advertising
V rresponsible issue of credit cards and the irresponsible
raising of credit limits
V Unethical practices in market research and competitor
intelligence
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V This is a set of principles governing morality and acceptable
behaviour. t is likely to cover the following:


 




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