MKT600: Presentation on Ethical Marketing and Social Responsibility

This presentation delves into the critical aspects of ethical marketing, emphasizing the importance of social and environmental responsibility in modern business practices. It explores various approaches to ethical issues, highlighting the significance of fairness, honesty, and consumer-oriented direct marketing. The presentation discusses the adoption of ethical codes and the necessity of integrating moral standards into marketing strategies. It examines unethical practices such as parasitic marketing, unfair advertising, and false advertising, providing examples and emphasizing their negative impacts. Furthermore, the presentation addresses environmentally responsible marketing, advocating for sustainable practices and the creation of social value. It also touches upon the disconnect between profitability and environmental/social responsibility. Key concepts like legality, decency, honesty, correctness, and reliability in advertising are emphasized, alongside references to relevant literature.

Marketing

Ethical marketing in social &
Environmental responsibility
 Ethical marketing is a focuses on responsibility in business, fairness
and honesty.
 Although right and wrong is subjective, general sets and guidelines are
put in place so as to ensure that a company’s intended to broadcast
and achieve.
 There are various approaches to ethical issues in the modern economy.
 In general, they can be reduced to the fact that the thesis “Everything
that is economically effective is moral” is perceived by some scientists
as correct, by others as false.
 In order to improve the consumer-oriented, humane direct marketing
system, the Marketing Association has adopted a code of ethics (Garg,
& Sharma, 2017).

Cont…
 So, the formation in marketing takes into account moral standards is
a complex process, but objectively necessary.
 And although some critics believe that many companies only want to
appear ethical, and not be so, even such a position is likely to lead to
success.
 Other manufacturers; discrediting the honor, dignity and business
reputation of competitors; advertising prohibited goods; discrediting
people who do not use the advertised goods.
 A common form of unfair advertising is information that uses a
slightly modified foreign brand. The latest violation is the most
common in our country.

Parasitic marketing
 The advertiser, wanting to save money, uses the already promoted
brand, parasitizing on it.
 There are a lot of examples of such unfair advertising. The plagiarist
provides his fake with a free communication channel, and at the
same time inflicts serious damage on the victim company (Jones,
2015).
 The essence of parasitic marketing is copying someone else’s brand
to promote their own, as a rule, less known.
 The number of counterfeit elements is unlimited: brand name, logo
and packaging design, etc.

The issues of environmentally responsible marketing
 In order for organizations to control the outcome and walk the talk, they
practice what is called socially conscious and environmentally responsible
marketing.
 In this case, organizations embed responsible promotions and sales as well
as ethical aspects in advertising strategies.
 Marketing is not only ethical but the product and placement must be aimed
at creating environmental sustainability and social value instead of selling
harmful and defective products.
 There is however an underlying disconnect between profitability and being
environmentally and socially responsible.
 Although organizations are driven by capitalistic tendencies of making
profits, they are now required to embed safer practices and more conscious
to the society and the environment.

 Parasitic marketing allows you to quickly and inexpensively increase the sale of
the parasite brand. Examples of parasitic marketing is Mary dishwashing
detergent, associated with Fairy.
 The next type of prohibited advertising is false advertising. Inaccurate
advertising contains false information.
 Inaccurate advertising contains false information about the quality of the goods,
date of manufacture, service life, place of manufacture, storage conditions,
delivery, etc.
 “Marketing and Advertising should not induce citizens to violence, aggression,
cause panic, and also encourage dangerous actions that could harm the health
of individuals or threaten their safety "
 This is an example of determining the norms of spiritual culture, the violation of
which we constantly observe from TV screens, in outdoor advertising and print
media (Wahab, 2018)..

Conclusion
 A violation of the law is knowingly false and hidden marketing and
advertising, which deliberately misleads the consumer.
 Many people in our country have managed to suffer from unfair and
knowingly false advertising (Yoon, & Oh, 2016).
 The key concepts that limit advertising are legality, decency, honesty,
correctness, and reliability, safety of advertising information for the
health, property, honor, dignity or business reputation of citizens, as
well as the environment.

References
 Garg, S., & Sharma, V. (2017). Green Marketing: An Emerging
Approach to Sustainable Development. International Journal of
Applied Agricultural Research, 12(2), 177-184.
 Jones, E. (2015). Socially Responsible Marketing (SRM). The Wiley
Blackwell Encyclopedia of Consumption and Consumer Studies, 1-2.
 Wahab, S. (2018). Sustaining the Environment Through Green
Marketing. Review of Integrative Business and Economics
Research, 7, 71-77.
 Yoon, S., & Oh, S. (2016). Introduction to the special issue on social
and environmental issues in advertising.