ETHICS AND

MARKETING

Module 8
What is Marketing?
● Marketing is defined as
This exchange process business activity that aims
involves convincing the
to build value for the
customers of a products value
through various marketing customers and manage
activities like advertising, customer relationships in
events, sponsorships and many order for a company to gain
others. value in return.
 ● Business organizations have an ethical
responsibility to design, manufacture,
and promote their products in ways
Product Safety and Liability
that do not cause harm to consumers.

● The Bureau Philippines Standards

(BPS) under the Department of Trade
and Industry (DTI) is responsible for
developing, promulgating,
implementing, and promoting
standardization activities.
 ● The consumers or
Caveat Emptor
buyers have the
Approach responsibility to
look out for their
“Let the buyer own interests and
protect their own
beware.”
safety when buying
a product.
What is a Quasi-Delict?
 
is a French legal term used in
some civil law jurisdictions. It refers to
a negligent act or omission which
causes harm or damage to the person
or property of another, and thus
exposes a person to civil liability as if
the act or omission was intentional. It
is a residuary category of private
wrongs, characterized by either
vicarious or strict liability. In quasi
delicts the law creates a liability though
the defendant may not in fact be to
blame.
● An unlawful act or omission
amounting to a fault or
negligence, imputable to the
defendant
● Damage or injury to the plaintiff
● Such damage or injury being
the natural and probable or
direct and immediate
consequence of the defendants
wrongful act or omission
● There being no pre existing
contractual relation between
the plaintiff and defendant
 What is Advertising?

Advertising is an important
tool in marketing that is
used to introduce a product
or inform consumers about
product updates, and to
influence or persuade the
consumers to buy the
product.
 What are the Ethical
Issues in Advertising?
 ● In this ads, company
claim false regarding the
Misleading quality, style, history of a
product or service etc.

Claims ● Many companies force

to withdraw their ads
because of misleading
claims
 ● A Stereotypes is a
representation of a group that

Reinforcing emphasis a trait or group of traits

that may or may not

Stereoptypes
communicate an accurate
representation of the group.

● Sometimes, stereotypes are

helpful and helps in
communication by using easily
understood symbolic meanings,
but sometimes stereotypes are
negative or exaggerated.
 ● Women's are portrayed as sex
objects seems to increasingly
popular trend in the ads

Use of sex
● Representing women's in such
way devalues women’s image
and encourage sexual

appeal
harassment.
● Main objective of companies
is to tempt/attract the mind of
the viewers, it especially target
to youth.
 ● Most of the advertisers conceal
important information that is
unflattering, i.e. they present only

Concealment brighter side of the story.

of facts
● They ignore to mention those facts
which would make their products
less desirable.

● Concealment of facts results a

severe ethical concern because
when consumers are deprived of
comprehensive knowledge about the
product, their choices will be distort.
 ● In these ads, demand
Manipulative is created through
EMOTIONS of peoples
ads ● Use different kinds of
emotions to make their
product sell
 ● Puffery as a legal term refers to
promotional statements and
claims that express subjective
rather than objective views, such

Puffery
that no reasonable person would
take literally.

● A company may deliver an

entertaining message about its
product, compare the product to a
similar item, list facts about the
product, or make vague claims
about the product which cannot
be proved or disproved.
Weasel ● Weasel word is a modifier that
practically neglects the claim that
follows.

claim ● These words look substantial but

degenerate into meaningless verb
after analysis.

● Commonly used weasel words are-

helps, like, virtual or virtually, acts or
works, tackles, fights looks like etc.
 ● Use of children's in advertisement
always Arguable. Advertisers use
children's not only to promote
products esp. for children's but also
use in those ads where they are not
required.

Advertisement ● Kids are considered as strong

influence over the decisions made
directed at kids by parents.

● Not only this, children's are

considered as most susceptible
target audience as they are not
able to differentiate
WHAT IS GREEN MARKETING?
● Green marketing is the marketing of
products based on environmental
factors or awareness.
● It seek to go above and beyond
traditional marketing by promoting
environmental core values in the hope
that consumers will associate their
values with their company or brand
● Engaging in this sustainable activity
can lead to creating a new product
line that caters to new target market
GREEN MARKETING MIX

PRODUCT
The ecological objectives in
planning products are to
reduce resource consumption
and pollution and to increase
effective utilization of
scarce resources.
PRICE
Prices for such
products may be a
little higher than
other products
because of higher
quality of
ingredients.
PLACE
The choice of where and when
to make a product available
will have significant impact on
the customers. Very few will
go out of their way to buy
green products.
PROMOTION
Capitalizing on green marketing
efforts is one way to create
positive image for the company.
Using eco labels such as eco-
friendly, natural, organic, and
energy efficient to promote the
products may influence the
purchase behaviour and decision
of consumers.