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Marketing Ethics

Marketing Ethics. Business and Management: 4.2. What are ethics vis-à-vis Marketing?. Ethics  are the moral principles that guide behaviour . This idea could be applied on an individual level but is relevant for businesses and other organisations as well .

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Marketing Ethics

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  1. Marketing Ethics

    Business and Management: 4.2
  2. What are ethics vis-à-vis Marketing? Ethics are the moral principles that guide behaviour. This idea could be applied on an individual level but is relevant for businesses and other organisations as well. Businesses in the current climate understand that it is also good business practice to have clearly stated ethics and ensure that such principles are upheld in all facets of the business, including marketing. A few issues related to marketing ethics...
  3. Market Research and Target Market Invasion of privacy – access to information, selling your data, etc. Stereotyping – drawing generalised/unfair conclusions Excluding potential customers from the market – (this has been a regular problem in real estate, for example)
  4. Pricing Price fixing (examples in bullets below) Impose minimum prices on different distributors such as shops Agree with competitors what purchase price it will offer suppliers Cut prices below cost in order to force a smaller or weaker competitor out of the market Collusion - agreeing with other competitors to set prices in a market to the detriment of competition and consumers Price wars – companies can get into pricing wars – smaller companies trying to establish themselves in the market can be targeted
  5. Advertising and Promotion Issues over truth and honesty Example: "Bait and Switch" - (essentially advertise a low promotional price with a limited supply, then when the customer arrives, the stock is out and the retailer attempts to "switch" the buyer to a higher priced item) Issues with violence, sex and profanity Taste and controversy Negative advertising Targeting the vulnerable (young, elderly, uneducated)
  6. Advertising and Promotion (cont.) Marketing to minorities, especially targeting specific groups with undesirable/unhealthy products (Ex: in the U.S.A. African American civil rights groups often accuse marketers of targeting youths with alcohol and tobacco) http://www.huffingtonpost.com/2012/09/28/alcohol-advertising-black-youth-study_n_1923563.html "Pester Power" - target children in such a way to encourage them to pester their parents into buying items for them
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