Ethical issues in Marketing
Management
PGDM-Session 6
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Ethics in marketing is the function
and process of marketing keeping to
the standard norms of it and
achieving the ends through means.
Common unethical Practices in
Marketing
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Misrepresenting one’s own company
in sales dealing
Discriminating buyers on basis of
age, sex, country of origin, caste, etc
Disclosing Premature offerings
Violating patents and copyrights
Using confidential information for any
benefit
Question mark on Product safety
Common unethical Practices in
Marketing
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Duplication of original brands
Unauthorized manufacturing of
hazardous products
Artificial scarcity
Deceptive advertisement
Advertising
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Deceptive Advertising: Gives false
information or misleads consumers
about the benefits of the brand.
Common deceptive Practices in
Advertising
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False and misleading presentation of facts
Deliberate omitting of required
information
Implying a benefit that hardly exist
Exaggerated claims
Using unnecessary technical jargons
Creating Cultural degeneration
Persuasive role models for inappropriate
products
Open criticism of competitors
Advertising Critics
It is wasteful
It increases consumption
which is not a blessing
It increases monopoly power
Creation of consumer desires
ETHICS IN PRICING
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Price Discrimination
Predatory Prices
Deceptive Pricing
- Low price offer
- Inflated Price
ETHICS IN PRICING
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Price Fixing
• Horizontal Price fixing
• Vertical Price fixing
Digital marketing Code of Ethics OECD
 Gather and store information that is
pertinent to your business
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Collect data directly from your
customers, not from other companies
or organizations
Tell your customers how you plan to
use the data.
Thank You