The marketing ethics should be considered from an individual and organizational perspective. Specifically, it addresses the legalregulatory issues that impact marketing and both historical as well as contemporary. But marketing ethics exceeds legal issues, which is why ethical marketing solutions encourages. Although online marketing campaigns are generally cheaper to carry out and are therefore more. Though the pursuit of social responsibility and ethical marketing does not automatically translate into increased profit, it is still the responsibility of the firm to ensure it is responsible for its actions and their impact on society. Mogan argued that ethics and legal subjects are discussed more in. It influences many aspects of our life and especially in developing perceptions in the minds of people and creating identities, classes and sections in the society. That is, how the marketing mix strategy from ethical issues functions. Unethical advertising, misleading information or deceptive. But marketing ethics exceeds legal issues, which is. Githui donatus mathenge corresponding author senior lecturer, school of business, dedan kimathi university of technology po box 65710100, nyeri, kenya. While these protections are in place, legal and ethical issues arise because the majority of consumers are either unaware of such protections or cannot bothered to report petty offences. Marketing tactics can walk a fine line between persuasion and manipulation, and this is another area where subjective ethics come into play heavily.
Ma digital marketing communications, wsa, university of southampton. Ethics in marketing denotes to the practice of marketing in business in an ethical and moral way. This was the term addressing to a variety of marketing practices considered deceptive and in many cases that become illegal, like unjustified rise of prices, deceptive advertising, low quality and. Legal aspects of marketing and sales table of contents. Marketing is an operation, which is often considered as the backbone of a trade. Linda ferrell, university of wyoming m arketing ethics addresses principles and standards that define acceptable conduct in the marketplace. Journal of legal, ethical and regulatory issues, 111, 2008, pp. While marketing has existed since the start of commercial trading, it has become more and more of a grey area for businesses in recent times. If ethical marketing proves to be cost prohibitive, many companies will abandon the effort.
Legal and ethical issue in advertisment authorstream. Unethical behavior such as price wars, selective advertising, and deceptive marketing can negatively impact a companys relationships. They serve as guidelines to act rightly and justly when faced with ethical problem. Ethical issues in marketing arise from the conflicts and lack of agreement on particular issues. The legal and economic aspects of gray market goods lipner, seth on. Careful research is the best way to predict the effects of a change in strategy. We came to conclude that ethics is a key factor in business and should not be ignored by any organization. But, there is a second, moral reason for social marketers to behave ethically. Marketing ethics are the principles, values and standards of conduct followed by marketers. The political, legal, and regulatory environments of global marketing global marketing chapter 5 global marketing schrage 5 52 marketers must. Legal and ethical considerations in marketing, product safety, and intellectual property wanda t. Ethical issues affecting each component of the marketing mix ethical issues in businesses among other related issues like conflicts or success revolves around relationships. The text is organized to permit instructors to tailor the materials to their particular approach.
After having scanned that, more precise guidelines will be projected concerning certain areas of marketing in various industries such as direct selling marketing, baby food children marketing or drug marketing. Legal and ethical issues in digital marketing by dr. Marketing can undoubtedly bring benefits to society, although some aspects of marketing may be questionable on ethical grounds. Legal and ethical considerations in marketing, product safety. Thus, in marketing ethics present moral principles that define right and wrong behavior in marketing. Ethical marketing is about continued standards of conduct, not a singular goal or fixed set of principles. This article will outline some of the common ethical and legal issues in marketing. Ethical issues affecting each component of the marketing. Ethics in sales and marketing management study guide. A lack of business ethics endangers the future of your company, jeopardizes the public. Legal aspects of marketing and sales is an uptodate textbook that covers legal issues that students. Marketing ethics unlike other business ethics is not only restricted to the field of marketing alone. We decided to find information on the most common legal and ethical aspects of blogging and content marketing, discuss ethical borders and make a roundup useful to both novice writers and experts. Legal and ethical considerations in marketing, product safety, and intellectual property.
Most common legal aspects of blogging and content marketing. If you continue browsing the site, you agree to the use of cookies on this website. Diggs professor william stone law, ethics and corporate governance leg500 march 18, 2014 abstract the pharmacare scenario is a case study based on a real life tragedy. The authors present the main types of ethical and legal issues that may be encountered in marketing in general, and then they customize. Marketing managers cannot motivate employees or coordinate implement and marketing strategies without effective communication about values, standards, and expectations. An overview and analysis of marketing ethics hrmars. Ethical and legal aspects of marketing activity in the field. Consumers have many concerns about how well marketing and businesses, as a whole, serve their interests. Over the years some aspects regarding marketing activity in general have been considered as being part of a concept named deceptive marketing. Dont forget to check out the slideshare presentation it contains additional information and useful links on the topic.
Ethics is a slippery topic its hard to define its meaning precisely, never mind quantify it. Keep up with laws and regulations that change frequently clarify ambiguous regulations global marketing schrage 5 53 the political environment. Marketing to patients journal of academic and business ethics 71 of online marketing strategies in the medical field is twopronged both legal and ethical. Pdf the role of ethical marketing issues in consumerbrand. An empirical analysis of the hindrances to efficient marketing and product communication management in kenya dr. Whether you are playing the salesman role for your own business or you are hired to market an employers products or services, you need to understand the thin line between ethical and unethical marketing practices. With the fast expansion of integrated marketing communication now a. The marketing mix strategy from ethical issues have been emphasized. Definition of comparative advertisement comparative advertising, as a special form of advertising, is a sales promotion device that compares the products or services of one undertaking with those of another, or.
Businesses small and large must act ethically to protect themselves and their business environments. Breaking laws can result in serious repercussions for salespeople and their companies, including fines, jail time, and lost business. The role of ethical marketing issues in consumerbrand. Most major ethical issues are formalized by laws and regulations according to the standards of society. Jerry kirkpatrick, california state polytechnic university, pomona abstract this paper presents a theoretical framework within which ethical issues can be taught in marketing courses. The ideas of four ethical theoristsjeremy bentham, immanuel kant, ayn rand, and john rawlsconstitute the framework. Ethical and legal aspects of marketing activity in the field of dental.
Legal aspects of marketing legal aspects of online marketing most companies these days take advantage of various forms of online marketing, whether its a regular email update or advertising products on their website or via social media channels. From a broader social view point, internet marketing practices have raised a number of ethical and legal questions. Sep 01, 2011 legal aspects of marketing what to look for when developing a brand slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Doc ethical and legal issues in marketing njihia mark. If yes, here are 10 examples of unethical marketing practices you must avoid that can ruin your business reputation overnight. Stay connected to your students with prezi video, now in microsoft teams. The aim of this assignment is to raise criticism of marketing and show that consumer behaviour is affected by ethical issues. Examples of legal but unethical situations in business your. Some marketing tactics can take advantage of uneducated segments of the population, which can be perfectly legal while being scorned throughout the marketplace. This article will outline some of the common ethical and. Something similar might be said of ethical marketing. Oct 28, 2016 ethical and legal aspects of advertising 1. Wellmeaning marketers often devise schemes that appear legal but are so ethically flawed that they result in scandals and legal entanglements. Aashish mehra dheeraj wadhwani legal and ethical issue in advertisement powerpoint presentation.
Ethics in marketing marketing management ethics are explained as the moral principles and values that oversee the actions and decisions of a person or group. But using psychological methods is not only the single connection. Marketing usually occurs in the context of an organization, and unethical activities usually develop from the pressure to meet performance objectives. Legal aspects of marketing and sales open textbook library. There are obligations on businesses that should be met for legal marketing. Businesses must be careful to tread on the right side of the line between legal and illegal. This course focuses on various external issues and constraints that often impact upon a marketing managers decisions yet are typically beyond the managers control. Legal and ethical considerations in marketing, product.
Exercising effective and ethical leadership routledge. Ethical theory in marketing jerry kirkpatrick, california. Otherwise, they pose a threat to their employees, customers and communities. The authors take special care to engage students by relating law to everyday events. As a result, marketers often get away with illegal and unethical behaviour. The legal and economic aspects of gray market goods. Ethical and legal issues in marketing b2b marketing. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style. Ethical marketing has many advantages, but few companies would undertake an ethical marketing strategy if it reduces profits. Social, ethical and legal issues in marketing social and ethical issues. It takes some knowledge of basic psychology and human behaviour to succeed in marketing. Attempt to comply with each nations laws and regulations. From a legal perspective, many people have the misconception that hipaa prohibits any release or use of medical information for most reasons.
Parties involved in marketing transactions have a set of expectations about how the business relationships will take shape and how various transactions need to be conducted. Ethics refer to moral principles defined by social standards that guide people and groups concept of right and wrong. Ethical, legal and social aspects of information and communication technology conference paper pdf available september 2007 with 16,237 reads how we measure reads. Marketing communications provide information that facilitates.
In all these fields and aspects of business and precuts marketing. There are certain negatives associated with internet such as unwanted email and the annoyance of popup ads. Ethics in marketing marketing and psychology are extremely interconnected in modern world. All organizations face significant threats from ethical misconduct and illegal behavior from employees and managers on a daily basis.
Legal aspects of marketing what to look for when developing a brand slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Mayer, warner, siedel and liebermans legal aspects of marketing and sales is an uptodate textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. This article will study, 1 understanding business ethics and socially responsible marketing, 2 developing and implementing a socially responsible marketing. Effects of a lack of ethics on a business environment. They should show acceptance of the principles of fair competition and business practice. Ethical marketing decisions and efforts should meet and suit the needs of customers, suppliers, and business partners. Most companies these days take advantage of various forms of online marketing, whether its a regular email update or advertising products on their website or via social media channels.
Unethical definition of unethical by the free dictionary. Laws are important because they protect both customers and the economy. In todays business world, it has become inevitable to built strong and effectives between all the key players in businesses. In the same way marketing ethical and legal issues has to be apply for e marketing. It assists in brand awareness, revenue generation and client base generation. Life is a journey, not a destination, as the motivational poster says.
This may have impact on consideration of ethical and legal aspects. Each marketing concept has its own ethical issues, which we will discuss in. A legal perspective of ebusinesses and e marketing for small and medium enterprises smes muneeb iqbal1, atif ali khan2, oumair naseer3 1the school of architecture, computing and engineering university of east london, uk muneeb. Communication is important in marketing for ethical standards and activities across the functional areas of the business. When companies become larger and extend to a global audience, they are often faced with some very unethical practices. Puffery, though legal, but is not harmful to an extent.
Ethical and legal aspects of marketing activity in the. Legal aspects of marketing and sales flat world knowledge. In the todays world of information technology everyone wants to complete their task in very shorter duration and with little effort. Current and emerging ethical issues in marketing new directions and proposals. Instructors have only to select between our legal aspects of marketing and sales volumes of.
Some obvious ethical issues in marketing involve clearcut attempts to deceive. It is a legal risk that is most sensitive because due to brand image potential customer. Advertisement should be produced with a sense of responsibility to consumers and society. Salespeople can face legal issues when dealing with customers, competition, employers, and coworkers. When big profits are a companys largest and only concern their employees, and the world in general, tend to suffer. Recent trends show that consumers prefer ethical companies. Pdf ethical and legal aspects of global tobacco control. Pdf ethical, legal and social aspects of information and. Legal aspects of marketing and sales is an uptodate textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. A study of ethical and legal issues in emarketing in india. Social critics claim that certain practices of marketing hurt customers or society.
520 562 73 803 1310 232 1126 33 154 294 201 822 1558 1344 235 1030 546 1049 1329 261 342 1530 1405 1498 1270 421 136 1284 349 573 1073 114 952 1233 481 1280 631 340 616