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    Present By: Amjad Mehmood: Subject Business Ethics Topic: Ethics in Marketing Bba-Vii Sec: C

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    Amjad Mehmood
    This document discusses ethics in marketing. It notes that integrating ethics is important to avoid dissatisfying customers and losing trust. Unethical marketing can include misleading advertisements, unsafe product distribution, manipulating supply and demand, and pricing strategies like predatory pricing. The document provides examples of both ethical and unethical practices across the marketing mix of product, price, placement, and promotion. It emphasizes exercising due care, respecting consumer rights, and the role of government authorities and regulations in promoting ethical marketing standards.

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    Present By: Amjad Mehmood: Subject Business Ethics Topic: Ethics in Marketing Bba-Vii Sec: C

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    Amjad Mehmood
    42 views16 pages
    This document discusses ethics in marketing. It notes that integrating ethics is important to avoid dissatisfying customers and losing trust. Unethical marketing can include misleading advertisements, unsafe product distribution, manipulating supply and demand, and pricing strategies like predatory pricing. The document provides examples of both ethical and unethical practices across the marketing mix of product, price, placement, and promotion. It emphasizes exercising due care, respecting consumer rights, and the role of government authorities and regulations in promoting ethical marketing standards.

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    This document discusses ethics in marketing. It notes that integrating ethics is important to avoid dissatisfying customers and losing trust. Unethical marketing can include misleading advertisements, unsafe product distribution, manipulating supply and demand, and pricing strategies like predatory pricing. The document provides examples of both ethical and unethical practices across the marketing mix of product, price, placement, and promotion. It emphasizes exercising due care, respecting consumer rights, and the role of government authorities and regulations in promoting ethical marketing standards.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    42 views16 pages

    Present By: Amjad Mehmood: Subject Business Ethics Topic: Ethics in Marketing Bba-Vii Sec: C

    Uploaded by

    Amjad Mehmood
    This document discusses ethics in marketing. It notes that integrating ethics is important to avoid dissatisfying customers and losing trust. Unethical marketing can include misleading advertisements, unsafe product distribution, manipulating supply and demand, and pricing strategies like predatory pricing. The document provides examples of both ethical and unethical practices across the marketing mix of product, price, placement, and promotion. It emphasizes exercising due care, respecting consumer rights, and the role of government authorities and regulations in promoting ethical marketing standards.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    PRESENT BY: AMJAD MEHMOOD

    Subject Business Ethics


    Topic: Ethics in Marketing
    BBA-VII Sec: C
    Introduction to Topic
    • No
    other companies can afford to ignore marketing except state owned and
    monopolistic companies.
    • Marketing itself is a business.
    • Createsemployment opportunities (In US the Bureau of Labor Statistics
    projects 10.1 percent employment growth for marketing managers between
    2016 and 2026).
    • Without ethics, society would be miserable place and inhuman behavior exist
    at large.
    • Integrating ethics in marketing is important, unethical marketing leads to
    dissatisfaction to customer, bad publicity, and lack of trust.
    92% of Millennial consumers are more
    likely to buy products from ethical
    companies.
    &
    82% of those consumers believe ethical
    brands outperform similar companies that
    lack a commitment to ethical principles.
    Ethical Marketing
    • It
    is simply implication of moral and ethical standard in Marketing
    decisions and marketplace.
    • It is Philosophy.
    • It
    includes everything from ensuring integrity of advertisements to
    building strong relationships.
    • Companies with a focus on ethical marketing evaluate their decisions
    from a business perspective (i.e. whether a particular marketing
    initiative will deliver the desired return) as well as a moral perspective
    (i.e. whether a decision is “right” or morally sound).
    Example: Unethical Marketing
    • Telenor Internet. More[TVC].
    • Telenor, in its TVC of 2010, violated the advertised ethics.
    • Misguide the youth
    • The TVC was considered attack on Cultural Values.
    • Faiza Alam (ProPakistani Reader) wrote a letter to Telenor.
    • https://www.youtube.com/watch?v=nX0IqAMdsdA
    Solution Adopted by Telenor
    • Telenor held press conference.
    • Apologized the concerned the people.
    • Took off the TVC back from all mediums.
    Ethics in Marketing Mix

    • Product and Packaging

    • Price

    • Placing ( Distribution)

    • Promotion ( Advertisement)
    Ethics and Product & Packaging
    •Product •Packaging

    • Consumer safety • Labeling Information


    • Product liability and • Packaging Graphics
    reliability
    • Packaging safety
    • Designing for special
    ( existing) needs • Eco-friendly
    Ethics and Price
    Ethics is a critical issue in pricing because ethics and legality are not synonyms; an unethical
    price is not always an illegal price.
    • There are certain unethical pricing practices:

    1. Predatory Pricing : Selling out at very low price to get out others from market.

    2. Price Collusion: Mutually price fixing by all players in market.

    3. Price discrimination:

    4. Gouging Pricing: Increasing price of high demanded goods.


    Ethics and Placement (distribution)
    • Number of techniques distribution outlets leading ethical concern.
    • For Example: Marketing to Children.

    • Product are moved in unsafe vehicles and delivered in unethical way.


    • Example: FedEx delivery man delivered Computer monitor in very unethical way.
    https://www.youtube.com/watch?v=lM3SRG7D21Y

    • Manipulating a product availability for price gaining.


    • For Example: Making shortage of product deliberately i.e. shortage of rice.

    • Expired products on shelves, an unethical practice.


    • For Example: Pharmacy/medical Stores. Islamabad Territory Capital Admin sealed 9
    medical stores in first week of January 2019.
    Ethics and Promotion (Advertisement)
    Ethical concern in advertisement:
    1. Puffery Advertisement: Exaggerating claims.

    2. Advertising to children

    3. Promoting Unhealthy Products

    4. Subliminal Advertisement: Can be ethical and unethical.

    5. Deceptive Advertisement: False Advertisement or Misleading Advertisement.


    • Observed in Online shopping platforms
    Subliminal Ads
    FedEx KFC
    Concepts of ethics in Marketing

    • Government Intervention: pricing regulations, advertisement standards,


    execution of marketing standards must be strict.

    • Due Care theory: Exercise Due care in product, packaging, pricing,


    placement, promotion.

    • Rights to consumer: right to safety, right to be informed, right to choose, and


    right to be heard.
    Regulating Authorities In Pakistan

    • Pakistan Electronic Media Regulatory Authority (PEMRA).


    • Regulate Broadcast Media.

    • Pakistan Advertising Association (PAA):


    • Regulating Advertising Agencies.

    • Products:
    • i.e. Different Food Authorities on Provincial basis.

    • Pricing:
    • i.e. Different regulating Authorities

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