Description
It decribes about the sensitive topic of ethics in marketing.
ETHICS IN MARKETING
THE APPLE
• Inadequate Regulations
– No laws… Satyam?
• Ineffective Enforcements
– Lethargic Officials
• No fear of Punishment
– I will go scot free
• Corrupt Environment
– Every one does it ? Why not me?
• Competition
– Pressure to move ahead
NO INCENTIVE FOR ETHICS
• People in News
– Varun Gandhi – Ramalinga Raju – Janardhana Reddy – Match Fixers – Drug Abusers ENTIRE WORLD IS UNETHICAL
ETHICS – WHEN
• People are ethical all the time except when the rubber meets the road.
– Fallen Heroes
• Arjuna • Dharmaraja • Krishna
ETHICS FOR WHOM
• Judging self through heart and others through head.
– Reel Life Heroes
• Ican sing around trees , my sister cant • I can become a don but others cant
ETHICAL / LEGAL FRAMEOWRK
Ethical Unethical
Legal
LAW PLUS
Chappel brothers & WSC final
Illegal
Draconic Laws I wont pay taxes
Taking / Giving Bribes
WORD OF BUSINESS
• The objective of business
– Make Profits – Create Customers – Destroy Competition – Provide Employment – Provide Benefits to Society
HOW?????????
HOW?????
• By Compliance
– Lower Level Management
• By Cognition
– Middle & Senior Level Management
• By Conscience
– Corporate Level
MARKETING
• Most Accused
– Marketing and Ethics can not exist together – Shrewd Marketing means conning people – To be in sales, one should have sold his/her soul to the devil – What it takes ?
• • • • Finance : Brains IT : Wizardry HR: Compassion Marketing : Stealth
REASONS
• From Market of One to Many
Industrial Revolution
Entrepreneur
Entrepreneur
Capital ism Spirit of Enterpr ise
Entrepreneur Entrepreneur Entrepreneur Entrepreneur Entrepreneur
Mass Prod Eco of Scale
Surplus
MARKETING
• Pressure to Sell in a Competitive Environment • Human Needs are Limitless • Need Creation
– – – – Humans as Animals Humans as Social Animals Humans as Irrational Animals Humans as Greedy Animals
I WILL USE YOUR GREED TO SATISFY MINE
MODERN MARKETING ACHEIVEMENTS
• Products
– Convenience to Necessity
• Values
– Peripheral to Core
• Life
– Content to Wanting
• Greed is Good
– Yeh Dil Mange More
THE CONTEXT
STAKEHOLDER – 4Ps – ETHICAL ISSUES
Customer Dealer
Bundling Dumping
Competitor
MS – IBM Lotus
Society
Patent Rights
Product
Cigarette for Women
Price Promotion
Tooth Paste Ads/Dentist
Govt bidding
Collusion commitment
Skimming
Comp Ads
Mazaa Virgin Mobile
Place
Territory Poaching
LAST WORD
ANY LOGIC, HOWEVER SOUND, IF NOT ETHICAL IS NOTHING BUT PROSTITUTION OF WORDS.
doc_417719001.ppt
It decribes about the sensitive topic of ethics in marketing.
ETHICS IN MARKETING
THE APPLE
• Inadequate Regulations
– No laws… Satyam?
• Ineffective Enforcements
– Lethargic Officials
• No fear of Punishment
– I will go scot free
• Corrupt Environment
– Every one does it ? Why not me?
• Competition
– Pressure to move ahead
NO INCENTIVE FOR ETHICS
• People in News
– Varun Gandhi – Ramalinga Raju – Janardhana Reddy – Match Fixers – Drug Abusers ENTIRE WORLD IS UNETHICAL
ETHICS – WHEN
• People are ethical all the time except when the rubber meets the road.
– Fallen Heroes
• Arjuna • Dharmaraja • Krishna
ETHICS FOR WHOM
• Judging self through heart and others through head.
– Reel Life Heroes
• Ican sing around trees , my sister cant • I can become a don but others cant
ETHICAL / LEGAL FRAMEOWRK
Ethical Unethical
Legal
LAW PLUS
Chappel brothers & WSC final
Illegal
Draconic Laws I wont pay taxes
Taking / Giving Bribes
WORD OF BUSINESS
• The objective of business
– Make Profits – Create Customers – Destroy Competition – Provide Employment – Provide Benefits to Society
HOW?????????
HOW?????
• By Compliance
– Lower Level Management
• By Cognition
– Middle & Senior Level Management
• By Conscience
– Corporate Level
MARKETING
• Most Accused
– Marketing and Ethics can not exist together – Shrewd Marketing means conning people – To be in sales, one should have sold his/her soul to the devil – What it takes ?
• • • • Finance : Brains IT : Wizardry HR: Compassion Marketing : Stealth
REASONS
• From Market of One to Many
Industrial Revolution
Entrepreneur
Entrepreneur
Capital ism Spirit of Enterpr ise
Entrepreneur Entrepreneur Entrepreneur Entrepreneur Entrepreneur
Mass Prod Eco of Scale
Surplus
MARKETING
• Pressure to Sell in a Competitive Environment • Human Needs are Limitless • Need Creation
– – – – Humans as Animals Humans as Social Animals Humans as Irrational Animals Humans as Greedy Animals
I WILL USE YOUR GREED TO SATISFY MINE
MODERN MARKETING ACHEIVEMENTS
• Products
– Convenience to Necessity
• Values
– Peripheral to Core
• Life
– Content to Wanting
• Greed is Good
– Yeh Dil Mange More
THE CONTEXT
STAKEHOLDER – 4Ps – ETHICAL ISSUES
Customer Dealer
Bundling Dumping
Competitor
MS – IBM Lotus
Society
Patent Rights
Product
Cigarette for Women
Price Promotion
Tooth Paste Ads/Dentist
Govt bidding
Collusion commitment
Skimming
Comp Ads
Mazaa Virgin Mobile
Place
Territory Poaching
LAST WORD
ANY LOGIC, HOWEVER SOUND, IF NOT ETHICAL IS NOTHING BUT PROSTITUTION OF WORDS.
doc_417719001.ppt