MKTG101 Lecture Notes - Lecture 3: Applied Ethics, Social Marketing, Critical Thinking
15 Mar 2020
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Document Summary
Marketers are becoming increasingly aware of the need to become morally, socially and ethically responsible. Yet, various critiques still exist about the lack of true engagement with marketing"s impact on society. Key issues: marketing ethics, critical marketing, social marketing. Ethics, sometimes known as moral philosophy, is a branch of philosophy. Ethics involves systematising, justifying and recommending concepts of practice according to right and wrong. Ethics seeks to resolves questions around human morality. Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. There are a number of ethical frameworks in existence; Do no harm; consciously avoiding harmful actions. Foster trust in the marketing system; striving for good faith and fair dealing. Embrace ethical values: honesty, responsibility, fairness, respect, transparency, citizenship. Ethical issues related to : product, price, place, promotion, sales, corporate ethical decision making, vulnerable consumers, marketing research, social marketing, green marketing (green wash, the internet.
