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    Presented By: Awais Ur Rehman

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    zeleousboy
    The document discusses the definition and principles of marketing ethics, explaining that ethics in marketing goes beyond legal compliance to consider the moral principles behind operating and regulating marketing activities. It outlines several ethical guidelines for key aspects of marketing like products, pricing, promotion, distribution channels, and interactions with customers. Maintaining ethics in marketing is important for building customer satisfaction, trust, and loyalty.

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    Presented By: Awais Ur Rehman

    Uploaded by

    zeleousboy
    71 views15 pages
    The document discusses the definition and principles of marketing ethics, explaining that ethics in marketing goes beyond legal compliance to consider the moral principles behind operating and regulating marketing activities. It outlines several ethical guidelines for key aspects of marketing like products, pricing, promotion, distribution channels, and interactions with customers. Maintaining ethics in marketing is important for building customer satisfaction, trust, and loyalty.

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    MARKETING ETHICS

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    The document discusses the definition and principles of marketing ethics, explaining that ethics in marketing goes beyond legal compliance to consider the moral principles behind operating and regulating marketing activities. It outlines several ethical guidelines for key aspects of marketing like products, pricing, promotion, distribution channels, and interactions with customers. Maintaining ethics in marketing is important for building customer satisfaction, trust, and loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views15 pages

    Presented By: Awais Ur Rehman

    Uploaded by

    zeleousboy
    The document discusses the definition and principles of marketing ethics, explaining that ethics in marketing goes beyond legal compliance to consider the moral principles behind operating and regulating marketing activities. It outlines several ethical guidelines for key aspects of marketing like products, pricing, promotion, distribution channels, and interactions with customers. Maintaining ethics in marketing is important for building customer satisfaction, trust, and loyalty.

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    P r e s e n t e d b y : Aw a i s u r R e h m a n

    Life is deserting
    E Time is consuming
    T Questions of morals
    Confusion and quarrels
    H Ticking away
    I My time slips away
    C Where is the answer?
    To questions long countered
    S Is it all just opinion?
    Left without a decision
    A people and their religion must be
    judged by social standards based on
    social ethics. No other standard
    would have any meaning if religion
    is held to be necessary good for the
    well-being of the people.

    B. R. Ambedkar
    DEFINITION OF MARKETING ETHICS

    • Ethics has been termed as the study and philosophy of human


    conduct, with an emphasis on the determination of right and wrong.
    For marketers, ethics in the workplace refers to rules (standards,
    principles) governing the conduct of organizational members and the
    consequences of marketing decisions (Ferrell, 2005).

    • While many of the basic principles have been codified as laws and
    regulations to require marketers to conform to society’s expectations
    of conduct, marketing ethics goes beyond legal and regulatory issues.

    • Marketing ethics is the area of applied ethics which deals with the
    moral principles behind the operation and regulation of marketing.
    Why Ethics?
    • Both marketing practitioners and marketing professors
    approach ethics from different perspectives. For example, one
    perspective is that ethics is about being a moral individual and
    that personal values and moral philosophies are the key to
    ethical decisions in marketing.

    • Virtues such as honesty, fairness, responsibility, and citizenship


    are assumed to be values that can guide complex marketing
    decisions in the context of an organization. On the other hand,
    approaching ethics from an organizational perspective assumes
    that establishing organizational values, codes, and training is
    necessary to provide consistent and shared approaches to
    making ethical decisions
    Product
    • Moral and transcendental elements
    • Product should be lawful
    • Must be asset backed
    • Must be deliverable
    • Identification of extra cost-added features
    • Production process has to be guided by
    the criteria of the value and the impact of
    the product upon the whole society
    Pricing
    • Tag-shock concession (False Bargain) is banned
    • Not allowed to change a price without
    altering the quality or quantity of the product
    • Market D&S control no hoarding, no
    unjustified price manipulation, and no
    restriction on trade
    • “Either enhance your rate or get away from
    our market” (H Umar to Hatib b. Baltah, Muwatta Imam Malik )
    Product Promotion
    • unethical for the salesman or customer relation
    advisor to over-praise his products and attribute to
    them qualities which they do not possess
    • disclose all faults in their goods, whether obvious or
    hidden; to do otherwise is to act… fraudulently
    • “A sale without any stipulation makes it necessary that
    the thing sold should be free from defect” (mujjalah)
    • suggestive language and behaviour, and the use of
    women as objects to lure and attract customers are
    also not allowed.
    Place: Distribution Channels
    • Not manipulating the availability of a product for
    purpose of exploitation
    • decisions made on the profit maximization
    principle are not necessarily the most appropriate
    for a society’s welfare
    • packaging designs without adequate security
    • distribution channels are not supposed to create a
    burden for the final customer
    • distribution channels should be to create value
    and uplift the standard
    • of living by providing ethically satisfactory services
    People
    • ikrah’
    • bay' al-Mudtarr
    • “free” and “independent judgment” on the
    part of the customer
    • ingrained rights of his wealth which he spends
    in purchasing products and services
    • Pseudo scientific claims
    Ethics’ Impact
    Customer Satisfaction
    • “customer satisfaction and repeat patronage
    may be determined solely by the quality of the
    personal encounter”
    • (“A Role Theory Perspective on Dyadic Interactions: The Service Encounter”, Journal
    of Marketing)

    • Expectancy Disconfirmation Paradigm


    – Likely to provide realistic expectations about the
    core service, and is less likely to push the
    customer into buying a service. Means a positive
    relation.
    Customer Trust in the Islamic Bank
    • Trust in the company is defined as “customer
    confidence in the quality and reliability of the
    services offered by the organization”
    • customer’s intention to maintain an ongoing
    relationship with the Islamic bank, and his
    willingness to recommend the bank to other
    consumers
    Customer Loyalty
    • customer’s intention to maintain an ongoing
    relationship with the Islamic bank, and his
    willingness to recommend the bank to other
    consumers
    • unethical sales behaviour is a short-run, expedient
    perspective devoid of any sense of social
    responsibility
    – (Metawa and al-Mossawi (1998) “Banking Behaviour of
    Islamic Bank Customers: Perspectives and Implications”,
    International Journal of Banking

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