1. Ethical Dilemma In Marketing
Presented By
Heena
Hemant
Jyoti
Karan
Kunal
Manika
2. • Is the art and science of determining good and bad or
right or wrong moral behavior.
• The Code of Conduct or behavior governing an
individual or a group.
• The complex of ideas, beliefs or standards that
characterizes or pervades a group, community or
people.
3. 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 services.
To create values or trust with key stakeholders.
To build image about the organization in the minds of
customer, employees, shareholders and the society.
4. What is a Dilemma
A difficult problem seemingly incapable of a
satisfactory solution.
A situation involving choice between equally
unsatisfactory alternatives.
Perplexing situation.
5. Definitions of Ethical Dilemmas
Ethical dilemmas are situations involving conflicting
morals claims, and give rise in such questions as:
I. What ought I to do?
II. What harm and benefit result from this decision or
actions?
III. What is good or what is duty
6. ETHICAL DILEMMA
Ethical dilemma occurs when an individual must
choose between two unfavorable alternatives.
Ethical dilemma usually have no perfect solution and
those making decisions may find themselves in the
position of having to defend their decisions.
7. ETHICAL DILAMMA MARKETING
Ethical marketing is a process through which companies generate
customer interest in products/services, build strong customer
interest/relationships , and create value for all the stakeholders by
incorporating social and environmental considerations in products and
promotions.
1. How Far Can You Go in Stealth Marketing?
2. Can You Sell Customer Information?
3. Should You Recall a Flawed Product?
4. What’s Appropriate in Comparison Marketing?
8. How Far Can You Go in Stealth Marketing?
With an ever more sophisticated clientele, companies
are quickly learning that transparency rules today’s
marketplace. Therefore, experts say your only choice is
to be honest and forthright. If you want consumers to
sample your product in a natural setting, you can still
have them do so. Just let them know who you are and
why you’d like to talk to them. If the product is a good
one, then your honesty should in no way diminish it.
9. Can You Sell Customer Information?
Consult the company’s code of ethics to determine if
standards have already been set about how much
information you can use internally and externally, says
Hennessey. He suggests you put together a group to create a
policy about the acceptable ways to use information
consumers share with you. Consider privacy law and the
American Marketing Association’s set of standards when
determining your code of conduct, say experts. Sometimes,
the easiest and most effective way to confront such
questions is simply to put yourself in your client’s shoes.
Would you consider the use an invasion of privacy or
betrayal?
10. Should You Recall a Flawed Product?
Marketing 101 taught you that your main priority
should always be to focus on the positives of the
products and services you offer. However, you have to
remember that stakeholders in your company aren’t
just the financiers who birthed the enterprise but are
also the consumers who keep its heart beating. “If
profit maximization is going to lead the decision
maker down the wrong path, that’s not right,”
11. What’s Appropriate in Comparison Marketing
There’s nothing wrong with wanting to show up the
competition -- as long as you don’t step over the line.
Be sure that everything you are publicly saying in favor
of your company or product and against your
competitor is actually true. Test the goods yourself
before committing to any promotional materials.
Double and triple check the facts. The bottom line is
that inaccuracies in such comparison marketing
undoubtedly lead to a courtroom, where your rivals
will call you out on your errors. You could lose the big
bucks, not to mention the respect of an otherwise
trusting public.
12. ETHICAL ISSUES
Some issues become marketing dilemmas since it is
possible for any marketing effort to be well within legal
and regulatory framework yet being totally out of sync
with the expectations of the social sector.
Such as :
Product & Packaging
Price
Place (Distribution)
Promotion (Advertising & Branding)
13. TYPES OF UNETHICAL DILEMMA
Surrogate Advertising
Exaggeration
Puffery
Unverified Claims
Stereotyping Women
False Brand Comparisons
Children in Advertising
