Marketing Ethics

MARKETING & DISCLOSURE OF INFORMATION ANDREA GILS, ASHLYN FORE, KARLEY MCDANIEL

MARKETING ETHICS - KEY CONCEPTS 

Freedom of Choice (autonomy-based problem)

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Knowledge (harm-based problem)

MARKETER

CONSUMER Trust

Information Disclosure in Sales  Salespeople  Effect

of commissions

Advertising & Behavior Control 

What’s deceptive or misleading advertising?

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Influence with:

skin, sex appeal, tension

http://www.stopcorporateabuse.org/news/marlboro-marketing-campaignaimed-young-people-anti-tobacco-report-says

http://www.deviantart.com/art/Cognac-Hennessy-133706875

Bluffing & Disclosure 

MANIPULATION: Modify a person’s sense of options by affecting the person’s understanding of the situation 

Colgate

https://www.youtube.com/watch?v=Ke5AZpTg6ck 



All-Bran

DECEPTION Like bluffing, a tool used by the manipulator It affects person’s perception of options, not actual options 

Experts

http://skipthepie.org/breakfast-cereals/cereals-ready-to-eat-kellogg-kellogg-s-all-bran-original/

Marketing & The Vulnerable ď ľ

What’s vulnerability?

Susceptibility to harm others

Information Disclosure in Sales - Holley

ď ľ

Rules of Disclosure

Minimal Information Rule

Modified Minimal Information Rule

Fairness Rule

Mutual Benefit Rule

Maximal Information Rule

Buyer knowledge

Member

Non- Member

Sophisticated Knows

Knows less

Non-sophisticated Knows least

Advertising & Behavior Control - ARRINGTON 

Women

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Words

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Sexual desire

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Pairs status, popularity with vodka

Marketing & The Vulnerable - BRENKERT VULNERABILITY: To be susceptible to being wounded; liable to physical hurt. Threat to welfare or interests.

SUSCEPTIBILITY: Capable of being affected, especially easily by something or someone.

DISADVANTAGED: Those who are unequal in the marketplace b/c of characteristics that are not of their own choosing. Ex: poor, immigrants, young married teens, racial/ethnic minorities, women shopping for cars, handicapped

You can be susceptible but not vulnerable to something 

MCDONALD’S

https://www.youtube.com/watch?v=E5R_ch_p9YE

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VIAGRA

http://www.ispot.tv/ad/7bAn/viagra-factory

Morally justified market CONDITIONS 

Free competition

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Open competition

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Deception/fraud are NOT used in market competition

MARKET CLIENTS 

Know they should shop around and can do so

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Competent to set differences in quality and price

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Know about products and traits

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Resourceful enough to engage in market relations

MCDONALD’S PARENTS FIGHT https://www.youtube.com/watch?v=iQwbReKEvwU

Conditions for the vulnerable 1) Have different experiences, conditions or incapacities impeding ability to participate in normal adult market activity - Physically, cognitively, motivationally or socially vulnerable 2) Those conditions are due to factors beyond their control and they are unaware of them

3) Those conditions make them susceptible to the harm of their interests by means marketers use but which don’t affect the normal adult

EGG OR THE CHICKEN?

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Do marketers create consumers?

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Do marketers implant a desire that didn’t exist before?

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Do consumers realize marketers sell something they always wanted but were never aware of?

QUESTIONABLE ETHICS

WHAT WE CAN CHANGE

#IamEnough