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Ethics of Marketing

Ethics of Marketing . Learning Objectives. Understand what ethical marketing is Apply ethical marketing to business contexts Evaluate ethical marketing as a marketing strategy. Introduction. What is Business Ethics?. Bait and Switch. This marketing technique is considered unethical

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Ethics of Marketing

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  1. Ethics of Marketing

  2. Learning Objectives • Understand what ethical marketing is • Apply ethical marketing to business contexts • Evaluate ethical marketing as a marketing strategy

  3. Introduction • What is Business Ethics?

  4. Bait and Switch • This marketing technique is considered unethical • Enticing customers with deals that are simply too good to be true • Original deal unavailable and they switch to a more pricey alternative

  5. Bait and Switch • High pressure tactics are used to ensure that the captured audience makes the switch • Examples include airlines advertising flights for £10 when in fact only a select number of seats are available at that price • Consumers switch to a more expensive seat

  6. Other examples • Mobile phone retailers • Real Estate companies

  7. The Times Newspaper • It was reported in the times newspaper that the people of Britain pay up to £1 billion every year because of dubious marketing tactics

  8. Other examples of unethical marketing • Health fraud • Get rich quick schemes using promotional activities that promote getting rich in a very short amount of time • Travel fraud involving misleading information • Product misrepresentation using brand names similar to well known trademarks

  9. Group Task • Can you think of any other examples of unethical marketing? • What do we think of adopting unethical marketing as a marketing strategy?

  10. Ethical code of Practice • Identify acceptable business practices • Foster internal management and control • Avoid confusion regarding what is and what is not acceptable

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