Beruflich Dokumente
Kultur Dokumente
Presented by: Sonakshi Bhalla(49) Deeksha Saxena(14) Saba Khan(40) Manisha Chand(25) Himani Garg(18) Powerpoint Templates Pallavi Singh(29)
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INTRODUCTION
Ethics in marketing
focuses on the ensuring ethical practices in the methods of marketing and selling the products to the consumers. Seeks to ensure fairness and transparency in marketing.
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WHERE DOES A MANUFACTURERS DUTY TO PROTECT CONSUMERS BEGIN AND WHERE DOES THE CONSUMERS DUTY TO PROTECT SELF- INTEREST END?
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MARKETING ETHICS
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FRAMEWORKS OF ANALYSIS
Value-oriented framework: e.g. honesty, autonomy, privacy, transparency. Stakeholder-oriented framework: e.g. consumers, competitors, society as a whole Process-oriented framework: e.g. research, price, promotion, placement
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Sales practices
- pressure on sales personnel to sell Violating ways - deception - manipulation
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Market research: ethical danger points in marketing research include: - Invasion of privacy - Stereotyping Market audience: ethical danger points include - Targeting the vulnerable e.g. children, the elderly - Excluding potential customers from the market:
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PRICING
Pricing: Process of determining what a company will receive in exchange for its product The moral (and legal) issues in pricing fall into two categories: ---The use of prices to engage in anticompetitive behavior that can seriously harm other firms. ---Concerns fairness in pricing , which can be violated when prices are used to deceive or manipulate consumers and when goods are overpriced in ways that Powerpoint Templates consumers cannot easily detect.
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ANTICOMPETITIVE PRICING
The major anticompetitive marketing practices are as follows: Price Fixing: Is an agreement , either explicit or implicit, among two or more companies in the same market to sell goods at a set price. Resale Price Maintenance: Products are sold on the condition that they be resold at a price fixed by the manufacturer or distributor. Price Discrimination: Charging of different prices or offering different terms of sale for goods of the same kind to different buyers. Predatory Pricing: Reducing prices to unreasonably low or unprofitable levels in order to drive competitors Powerpoint Templates out of business.
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UNFAIR PRICING
Pricing can be done in ways that treat consumers unfairly The main type of such unfair pricing are : Unconscionably high price (price gouging) Misleading prices, including prices that are difficult to determine and compare.
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DISTRIBUTION
The means by which the products are delivered from the manufacturer to the ultimate consumer The main ethical issues in distribution are : Slotting allowances to gain access to shelf space in stores Grey markets that arise from diverting and parallel importing. Three illegal abuses of power in distribution are : Reciprocal Dealing Exclusive Dealing Tying dealing
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ADVERTISING
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WHAT IS ADVERTISING?
Non personal communication About an organization and its products To a target audience Through a mass medium
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TYPES OF ADVERTISING
1.Covert Advertising
Advertising in movies
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2.TELEVISION ADVERTISING
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3.INFORMERICALS
Advertising in commercial ads .
Digital Video Camera 6M Pixel with MP3 / MP4 and Flashlight (Force /auto/off), Video recorder (with sound), Still Photos PC Camera and MP3 player, Digital voice recorder and Power control: Auto power off
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4.CELEBRITY ADVERTISING
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5. MEDIA APPROACH
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ROLE OF ADVERTISING
To build brand personality To increase the sales of the product/service To create and maintain a brand image. To introduce a new product or service.
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ETHICS IN ADVERTISING
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DECEPTIVE ADVERTISING
Advertisement creates false belief
Interferes with the ability of people to make rational consumer choices Depends not only on truth or falsity of claims but also on its impact
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DECEPTIVE METHODS
Hidden fees and surcharges Rebates Inflated price comparison Cost-plus pricing Buy x, get y free Introductory offers Non-sale advertisements Disclaimers and fine print Manipulation of standards Fillers and oversized packaging Label tampering
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MISLEADING ADVERTISING
Advertising that does not literally contain falsehoods, but which causes consumers to make false inferences
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IRRATIONAL PERSUASION
Making use of subconscious factors that influence human actions Play on human desires for security, acceptance, self esteem, etc
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SUBLIMINAL COMMUNICATION
Interferes with freedom of choice
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Are we aware that products are being advertised without our consent ???
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Does Advertising Make People Buy Things They Dont Need? Does Advertising Encourage Materialism?
Gender Stereotyping
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Marketers Argue Children: Must learn through socialization Must acquire skills needed to function in the marketplace
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CONCLUSION
Advertising is not unethical if its done in the right way
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