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Lecture 5

ETHC 3P82 Lecture Notes - Lecture 5: Social Marketing, Whole Foods Market, Ethical Consumerism

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Thomas Mulligan

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Ethic and Marketing
We study marketing ethics because it guides our actions and help us manage costs, such as:
1. Personal Costs Embarrassments, possible legal actions
2. Organizational Costs Fines, Bankruptcy, loss of loyalty
3. Societal Costs Addictions, Public Safety
Marketing involves using the four P’s
1. Product: Fair Labelling/Packaging, Pollution, Warranties, Quality and Safety, and Planned
2. Place: Dumping, Exclusive Territories, Dealers Rights, Predatory Competition
3. Price: Fixing, Discrimination, Increases, Deceptive Pricing
4. Promotion: Bait and Switch advertising, False and Deceptive, Bribery
Ethical Consumerism is Not Dead, It Just Needs Better Marketing:
Ethical consumerism is the broad label for companies providing products that appeal to people’s best
An example of this type of companies would be, Whole Foods Market, buying goods that are locally
grown and healthy for people, and donating part of the profits to charitable causes, their business model
is central around doing a good cause
Ethical information is difficult to process and it is common for consumers to want to remain willfully
ignorant of it
Marketing and the Vulnerable:
Advantages of the Marketers:
Greater knowledge of the products,
Expertise on how to market to individuals and target groups
Resources to persuading consumers
Knowledge of what interest, fears, wants, and needs motivates various market segments
Vulnerable Consumers:
Being more susceptible to being harmed than normal adults
Based on factors largely beyond their control
Lack capacity to making clear judgements regarding economic exchanges
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