ETHICS IN

MARKETING

Gitika Mahadik-92 Riyaz Sayyed-

WHAT IS ETHICS?
Ethics is a Greek word, it means Character or manners. Ethics are the moral principles and values that govern the actions and decisions of an individual or group. They serve as guidelines on how to act rightly and justly when faced with moral dilemmas.

RIGHT

WRONG

DEFINITION OF MARKETING ETHICS :

According to Wheeler, Business Ethics is an art or science of maintaining harmonious relationship with society, its various groups and institutions as well as reorganizing the moral responsibility for the rightness or wrongness of business conduct. Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics.

BUSINESS ETHICS :
Business Ethics The value of what should be done and what should not be done from the business point of view . Ethics is about sense of belongingness to society of business.

FEATURES OF MARKETING ETHICS :

Code of conduct : It tells what to do and what not to do for the welfare of the society. All businessmen must follow this code of conduct. Gives protection to social groups : Business ethics give protection to different social groups such as consumers, employees, small businessmen, government, shareholders, creditors, etc. Provides basic framework : Business ethics provide a basic framework for doing business. It gives the social cultural, economic, legal and other limits of business. Business must be conducted within these limits.

Voluntary : Business ethics must be voluntary. The businessmen must accept business ethics on their own. Business ethics must be like self-discipline. It must not be enforced by law. Not against profit making : Business ethics is not against fair profit making. However, it is against making profit by cheating and exploiting consumers, employees or investors. It supports expansion of business activities but by fair means and not through illegal activities or corrupt practices.

ADVANTAGES OF ETHICS IN MARKETING :

Build Customer Loyalty Retain Good Employees Positive Work Environment Avoid Legal Problems

WHAT IS ASCI

CODE OF ETHICS:

ASCI- Advertising Standard Council Of India.

FEATURES OF ASCI CODE :

PROMOTION TO CHILDREN :

ETHICAL / FAIR MARKETING PRACTICES :

UNETHICAL / UNFAIR MARKETING PRACTICES :

CASE STUDY :