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Market Planning - Ethics in Marketing

Lesson for the HDN Business program at Prague College

Belinda Filippelli

on 3 October 2012

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Transcript of Market Planning - Ethics in Marketing

Societal Marketing Society
(human welfare) Company
(profits) Consumers
(want satisfaction) Product Ethics in Marketing Consumer
Ethics Counterfeiting distribution Place Promotion Price Safety Value Quality
http://abcnews.go.com/Health/PainManagement/fda-official-testify-agency-knew-johnson-johnson-recall/story?id=11765649 Johnson & Johnson's 'Secret' Recall No Secret Toyota Recall Active Collusion
(Price Fixing) Predatory
Pricing Bottled Water and Manufactured Demand Natural Gas Reservoirs We used to regard many areas as too essential to the public good to be commercialized; they were protected by tradition and regulation.

Now, everything is becoming fair game in the private taking of the commons -- land, oceans, air, water, education, health, energy and social assistance.

Where do we draw the line? Ethical Marketing Dilemmas Each group will read and discuss the ethical dilemma presented to them and answer the following:

What is the ethical dilemma presented?
What kind of negative impact could the unethical practice have?
What kind of negative impact could the "whistle-blower" of this dilemma face?
How should the company best deal with this dilemma? Piracy is a crime! Piracy is sharing! RIAA fines fair? The United States antitrust law is a body of laws that prohibits anti-competitive behavior (monopoly) and unfair business practices. Antitrust laws are intended to encourage competition in the marketplace.

These competition laws make illegal certain practices deemed to hurt businesses or consumers or both, or generally to violate standards of ethical behavior.

Government agencies known as competition regulators, along with private litigants, apply the antitrust and consumer protection laws in hopes of preventing market failure.

(source: wikipedia) Photo Retouching
in Advertising Is Neuromarketing
Full transcript