MEANING OF ETHICS

Basic principles and values that govern the business practices of those engaged in promoting produces or services to consumer. Sound marketing ethics are typically those that result in or at least do not

negatively impact consumer satisfaction with the goods and

services being promoted or with the company producing them.

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MEANING OF PRODUCT MARKETING

PRODUCT

MARKETING

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PRODUCT MARKETING
Product marketing deals with the several of the "7P"'s of marketing, which are Product, Pricing, Place, Promotion, Physical Environment, Process & People. Product marketing, as a job function within a firm,

also

differs

from

other
online

marketing
marketing,

jobs

such

as

marketing
marketing

communications

advertising,

strategy, public relations, although product marketers may use channels such as online for outbound marketing for their product.

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THEORY OF PRODUCTMARKETING
The Theory Due Care to Customers:

At the beginning it is important to describe the basic

principles of the known theory due care to customers. Its

fundamental content is responses to question - Exactly what do Companies and organizations owe their customers?

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DUE CARE THEORY INVOLVES

Design Materials Production Quality control Packaging, labeling and warnings Notification
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ATTRIBUTES OF THE PRODUCT QUALITY

1. Reliability 2. Service life 3. Maintainability 4. Product safety

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MARKETING ETHICS

The marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Good marketing is ethical marketing - good marketing is about satisfying and developing a long-term relationship with your customers. Caring about your customers not only results in profits.

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SPECIFIC ISSUES IN MARKETING ETHICS

Market research

Market audience

Pricing ethics

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CONTINUE

Ethics in advertising

Delivery channels

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Basic Tasks of Product Marketing Ethics

The manufacturing process The opportunity for Sales and quotes unethical behavior Distribution Customer service to customers
What degree of disclosure does a product manager owe to consumers who will be using the organizations branded product? What responsibilities do product manufacturers and retailers have related to the social ramifications of their products?
Unauthorized copy of patented products, inventions & trademarks and the violation of registered copy rights. Unethical and illegal activities in much of the world product marketing.

Ethics in the marketplace

Product counterfeiting:

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Continue.

Product Liability I. Typology of Injury Sources Inherent risk in product Design defects Dangerous condition

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II. Four Legal Bases for Product Liability Manufacturer let the product be injurious A promise Express warranty: a statement of fact about a product Implied warranty: arises when product is made available for a given use Seller is responsible for not putting ad efective product on the market Defenses Assumption of risk;

Produc t liability

No safety device

Inadequate materials

Defects in manufacture Inadequate instructions

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Consumer protection law

Consumer protection is a form of government regulation, which protects the interests of consumers. For example, a government may require businesses to disclose detailed Information about products - particularly in areas where safety or public health is an issue, such as food

THE RESPONSIBILITIES OF BUSINESS

Business should give safety the priority warranted by the product Businesses should abandon the misconception that accidents occur exclusively as a result of product misuse and that it is thereby absolved of all responsibility Business must monitor the manufacturing process itself When a product is ready to be marketed, companies should have their product-safety staff review their market strategy and advertising for potential safety problems When a product reaches the marketplace, firms should make available to consumers written information about the products performance

CONCLUSI ON For an improvement of ethics consciousness in product

marketing area there are important the Following activities: To perfect legislation in the area of the product quality standardization. To improve legislation in the area of product control mechanisms. To adhere to the existing legislation of producers, sellers, advertising agency and other stakeholders of demand side subjects. Requisition of own rights to serious parameters of the products and services by customers, clients, patients. Enhancement and objectification of informness (in

CASE STUDY
Bruce Seth, a project manager at a consumer products company, was wondering how he should proceed with his recommendation for the Endirt commercials. There were variations of the commercial, but the central theme was Dirt on your shirt. It typically featured a woman saying, Dirt on your shirt! Dirt on your shirt! in a taunting voice to a man whose shirt was soiled. The man looked at another lady , who was very embarrassed at the entire situation. Later shots showed her washing the shirt after rubbing Endirt into it, and the other woman saying, No more dirt on your shirt! The complaining letters, almost exclusively from women, expressed objections to the commercial because it was demeaning to women and otherwise offensive as well.

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UNIVERSITY SCHOOL OF BUSINESS STUDIES , TALWANDI SABO