1. ETHICS IN MARKETING
SUKANTA ROY
SHIFALI CHOUDHARY
SUPRIYA SINGH
NITY NIHARIKA

2. WHAT IS ETHICS?
Is the art and science of determining
good and bad or right or wrong moral
behavior.

3. WHAT IS MARKETING?
Marketing is the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit.

4. WHY ETHICS ?
• When an organization behaves
ethically, customers develop
more positive attitudes about
the firm, its products, and its
services.

5. MARKETING ETHICS:
Marketing ethics as a right or wrong action
Marketing ethics means a standard by which a marketing action may
be judged “RIGHT” or “WRONG”.

6. MARKETING ETHICS
• is the area of applied
ethics which deals with the
moral principles behind the
operation and regulation
of marketing. Ethics in marketing
applies to different spheres such as
in
product, pricing, Placing(Distributio
n), promotion & advertising etc...

7. WHY WE NEED ETHICS IN MARKETING?
We can give many reasons but will notify some:
• When an organization behaves ethically, customers develop more positive attitudes about
the firm, its products, and its services.
• To create Values or trust with key stakeholders
• To build good image about the organization in the minds of
customer, employees, shareholders and the society.

8. ETHICAL ISSUES IN MARKETING:
We discuss Marketing issues by using 4P’S OF MARKETING:
• PRODUCT & PACKAGING
• PRICE
• PLACING (DISTRIBUTION)
• PROMOTION (ADVERTISING & BRANDING)

9. PRODUCT
• Consumer safety
• Product liability and reliability
• Designing for special needs

10. PACKAGING
 Label information
 Packaging graphics
 Packaging safety
 Environmental
implication of
packaging

11. PRICE: SECOND P OF MARKETING
• Bid rigging
• Supra competitive pricing
• Price fixing
• Price skimming

12. • Predatory pricing
• Price war
• Dumping (pricing policy)
• Variable pricing

13. PLACING: DISTRIBUTION
 Product distribution (or place) is one of the four elements of
the Marketing MIX.
 Distribution of product or service is transporting them from
manufacture to stockiest, wholesalers, retailer and then to
consumers.

14. ETHICAL ISSUES IN DISTRIBUTION
• Ethical questions may also arise in the distribution process.
• Because sales performance is the most common way in which marketing representatives and
sales personnel are evaluated.
• performance pressures exist that may lead to ethical dilemmas. For example: pressuring
vendors to buy more than they need and pushing items that will result in higher commissions
are temptations.

15. ADVERTISING &BRANDING
• Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the
communication link between sellers and buyers for the purpose of influencing, informing, or persuading
a potential buyer's purchasing decision.
• To present information to consumers as well as others
• To increase demand
• To differentiate a product

16. ETHICAL ISSUES IN ADVERTISING
• Puffery
• Advertising to Children
• Promoting Unhealthy Products
• Subliminal Advertising
• Deceptive Advertising

17. Thank
You