ETHICS IN

MARKETING
 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.
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”.
ETHICAL ISSUES IN
MARKETING:

We discuss Marketing issues by using 4P’S OF

MARKETING:
• PRODUCT & PACKAGING
• PRICE
• PLACING (DISTRIBUTION)
• PROMOTION (ADVERTISING & BRANDING)
PRODUCT

• Consumer safety
• Product liability and
reliability
• Designing for special needs
PACKAGING

 Label information
 Packaging
graphics
 Packaging safety
 Environmental
implication of
packaging
 PRICE: SECOND P OF
MARKETING Supracompetitive
pricing is pricing above what can be sustained in a
• Supra competitive pricing competitive market. This may be indicative of a
business that has a unique legal or competitive
advantage that has driven competition from the
market. Eg new drug discovered
• Price a practice
whereby rival companies come to an
fixing illicit agreement not to sell goods or
services below a

• Price skimming
• Predatory the pricing of goods or services at such a low level that other firms cannot compete and are forced to leave

pricing

• Price Price war is "commercial competition characterized by the repeated cutting of prices below those of

war

• Dumping (pricing policy)