lecture 10 marketing and ethics dr. lucy ting lucy.ting@manchester.ac.uk
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Lecture 10
Marketing and Ethics
Dr. Lucy Ting
Lucy.Ting@manchester.ac.uk
Agenda• Morality and Ethics
– Define the Scope
• What is Marketing?– Marketing Evolution– Value of Marketing
• Ethical Issues of Marketing– STP Process– Branding
Agenda
• Ethical Issues in Advertising– Deception– Manipulation – Exaggeration
Morality
“Morality refers to those basic and constitutive features of the lives of reason-giving beings that provide action-guidance with regard to the well being of sentient life and the integrity of their world.”
“Morality is concerned with social practices defining right and wrong.”
Brenkert (2008)
Beauchamp et al. (2009), “Ethical Theory and Business,” 8th Edition, Pearson: London
Ethics
“Ethics…attempt(s) to take the measure of morality in some critical and evaluative manner.”
“Ethics point to reflection on the nature and justification of right actions. (It) refers to attempts to introduce clarity, substance and precision of argument into the domain of morality.”
Brenkert (2008)
Beauchamp et al. (2009), “Ethical Theory and Business,” 8th Edition, Pearson: London
Personal Opinions?
• Too broad– “Some of our beliefs and values
are moral, but others religious, aesthetic, self-interested…etc.”
• Too narrow– “Without moral systems in which
we agree, at least in general, life would not only be a much less bearable experience, it would also be utterly changed.”
Brenkert (2008)
Marketing as a Process
1. Understanding Marketplace and Customers
2. Customer Oriented
Strategy (STP)
3. Integrated Marketing Program
(Marketing Mix)
4. Build Customer
Relationship
5. Capture Value and
Profit
Kotler and Armstrong (2009)
Marketing Evolution
Solomon et al. (2008) “Marketing: Real People, Real Choices,” Pearson Prentice Hall, Chapter 1
Production Era
1870~1930
emphasise the most efficient way to product and distribute products
Demand > Supply; consumers have no choice
Sales Era 1930~1950
emphasis on aggressive selling to move products out of warehouses
Supply > Demand; consumers are pushed to buy
Marketing Evolution
Consumer Era
1950~1990
focus to satisfy customers’ needs and wants
Supply > Demand; consumers are taken care of
New Era ?1990~?
focus to benefit the stakeholders
Supply > Demand; individuals and society together as customers
Solomon et al. (2008) Chpt 1
The Value of Marketing
• Marketing is about Exchange relationship
– The process by which some transfer of value occurs between at least two parties (1) willing to make a trade; (2) agreeing on the value of exchange; (3) agreeing on how its carried out.
– The supply and demand model of economics
Solomon et al. (2008) & Bagozzi (1975), “Marketing as Exchange,” Journal of Marketing, 39(Octorber), pp. 32-39
The Value of Marketing
• Marketing is about Meeting Needs
– marketing identify stakeholders (ie. consumers) needs and provide the products that satisfy those needs to ensure the firm’s long-term profitability
Solomon et al. (2008) & Bagozzi (1975), “Marketing as Exchange,” Journal of Marketing, 39(Octorber), pp. 32-39
The value of Marketing
• Marketing is about Creating Utility
– Utility creates value and is the sum of the benefits and usefulness consumers receive from using a product
Solomon et al. (2008) & Bagozzi (1975), “Marketing as Exchange,” Journal of Marketing, 39(Octorber), pp. 32-39
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
American Marketing Association
www.marketingpower.com
(accessed Nov 2008)
Ethical Issues of Marketing
For instance,
1. Segmentation and Target Market
2. Branding
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