Презентация на тему Business ethicsbusi 1314lecture 10 – marketing ethics

University of Greenwich -

marketing – code
Ethics as marketing
Further reading:
Wim Vandekerckhove - Business

- Business Ethics BUSI 1314 - University of Greenwich

Deliberately act
with fairness

Huh ??

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Doing a better job than your competitors
At satisfying product and service requirements of the market.

You satisfy needs of both customers and organisation

Getting
Competitive
Advantage

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Lets assume we didn’t give a toss …

Market inefficiency

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Marketing ethically is in the long-term interest

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What is unethical marketing?

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Other issues

Offensive

Or just fun?
It gets you the attention.

Too frequent updates,
Making previous
versions obsolete

But you’ve got to be first.

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University of Greenwich -

Even more issues !

Pushing your products on vendors

Bribing vendors

Gathering information about your customers

Marketing to children through psychological appeals or strong images

- Business Ethics BUSI 1314 - University of Greenwich

American Marketing Association

http://www.helleniccomserve.com/marketingcodeofethics.html

Direct Marketing Association

http://www.dmaresponsibility.org/Guidelines/

Canadian Marketing Association

http://www.the-cma.org/?WCE=C=47|K=225849

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3. Ethics as Marketing

Also known as Greenwashing
What you tell the outside world (customers)
Is not what you tell the inside folks (employees)

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Greenwashing is not a smart move, because

Corporate strategy is not in line with marketing strategy

The customers you attract are interested in more than just your product

The market is
not just ‘out there’
but everywhere

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Customer market

Supplier market

Labour market

Influencer market

Referral market

Internal
market

Six Markets Model (Christopher et al)