Ethical Issues in Marketing

(Marketing Management)

By group-11,
Kripakaran Krishnan
Denny Babu Paul
Chandni. C. S
Rohith Shetty
Alok Kumar
Objectives
ØIntroduction to ethics and marketing
Ø
ØCategories of approaches within ethics
Ø
ØIs marketing inherently evil or unethical?
Ø
ØEthical issues in marketing


ØFritzsche’s ethical decision model



ØConclusion



Introduction to ethics and marketing
Ethics


Ø A branch of philosophy
Ø It is a criteria that may be used in judgment of what is good and
right for human beings
Ø Often the terms ‘ethic’ and ‘morality’ are used interchangeably


Marketing


Ø It is an organizational function
Ø A set of processes for creating, communicating, and delivering
value to customers
Ø Managing customer relationships in ways that benefit the
organization and it’s stakeholders



Introduction continued…
Categories of approaches within ethics
Ø Descriptive ethics is known as comparative ethics, is the study of
people's beliefs about morality


Ø Meta-ethics is the study of what ethical terms and theories actually

refer to


Ø Normative ethics is the study of ethical theories that prescribe how

people ought to act



Is marketing inherently evil or unethical?...


Yes, if it necessarily commits at least one of three wrongs,



qDamaging personal autonomy

q
q
qCausing harm to competitors


qManipulating social values

q
Ethical Issues in Marketing
 Specific issues in marketing ethics

Marketing Research Pricing Policy

Market Selection Channels of Distribution

Product Policy Advertising and Sales Promo

Fritzsche’s ethical decision model…
Macro level Micro level
Stage-1 Stage-2 Stage-3
Net social Individual Individual
benefits freedom distribution

Utilitarian Yes Rights Yes Justice

Process

Principle Principle Principle Yes

Accept
No decision as
No
No
Yes
ethical

Overriding Overriding Yes

Stop
reason reason

No No

Stop Stop
 Conclusion
• Good Marketing Citizens All in all, it can be seen that ethical
issues in marketing in the context of developing countries is
highly sensitive to cultural, social and ethnical issues


• Marketers have to stop indulging in unethical practices and

start respecting local mores and values
Thank you…