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Unethical Marketing Practices
12
Good Marketing Principles
Marketing 353: Pitfalls of Marketing
The set of guidelines for most product promotion strategies that different firms use when marketing a product.
- Corruption in the marketing world
- Exposing fraudulent marketing techniques
Kurian Tharakan's Marketing Principles
Marketing Principles Include:
- Marketing strategy
- Narrow focus
- Differentiate
- Hook
- Educational
- Network
- Online presence
Bait and Switch
Al Ries' Marketing Principles ('FOCVS')
F for 'first'
O for 'opposite'
C for 'category dominance'
V for 'visual hammer'
S for 'second brand'
Real World Examples
New Rapids Carpet Center
"150 Sq Ft of Carpet and Upright Vacuum Cleaner for $77"
Three Groups:
In Class Exercise
Ethical, Bait and Switch, and Consumer
What is Bait and Switch?
- Used to lure in the customer
- Exposes Customers to "High-Pressure Sales Tactics"
Group Project for Class
Importance of Group Project
In Conclusion...
False Advertising
Unethical Marketing is an issue that can destroy any business
Need for a class that teaches the difference ethical vs. non-ethical marketing
Ways to Dodge False Advertising
In Class Exercise
Methods to Advertise Correctly
Ethical Marketing
Using basic principles and values that govern business practices of those engaged in promoting products or services to customers
Marketing-Schools.org Standards for Ethical Marketing
Direct Marketing Association's Guide to Ethical Marketing
- Truthful
- Personal ethics
- Straight forward
- Fairness
- Privacy
- Regulations
- Discussion
- Satisfy the Customer
- Corporate Citizenship
- Respond in Constructive and Timely Manner
- Communicate
- Security Policies
- Follow the Laws