Meaning Of Ethics

Ethics is concerned with what is good for individuals and society and is also described as moral philosophy.

Ethics is the branch of study dealing with what is the proper course of action for man.

The term is derived from the Greek word “ethos”which mean custom, habit, character or disposition. At its simplest, ethics is a system of moral principles. They affect how people make decisions and lead their lives.

Meaning Of Marketing

“ Marketing is a societal process by which

individuals and groups obtain what they need

and want through creating, offering and freely

exchanging products and services of value with

others”

- Philip Kotler

Marketing Ethics

Marketing ethics addresses principles and

standards that define acceptable conduct in the

market place. Marketing usually occurs in the

context of an organization. Unethical activities

usually develop from the pressure to meet

performance objectives. Some obvious ethical

issues in marketing involves clear cut attempts

to deceive or take advantage of a situation.

E-Marketing

E-Marketing: is the use of information technology

in the process of creating, communicating, and

delivering value to customers, and for managing

customer relationships in ways that benefit the

organization and its stakeholders. In simple words

e-marketing is the process of marketing a brand

using the Internet. It includes both direct response

marketing and indirect marketing elements and uses

a range of technologies to help connect businesses

to their customers.

INTRODUCTION TO FRAUD Fraud is generally defined in the law as an intentional

misrepresentation of material existing fact made by one

person to another with knowledge of its falsity and for

the purpose of inducing the other person to act, and upon

which the other person relies with resulting injury or

damage.

To constitute fraud the misrepresentation or omission must be

made knowingly and intentionally, not as a result of mistake

or accident, or in negligent disregard of its truth or falsity.

Facts and Figures

2012: US e Commerce and Online Retail sales

projected to reach $226 billion, an increase of

12 percent over 2011.

2012: US e Commerce and Online Retail

holiday sales reach $33.8 billion, up 13

percent.

ADVANTAGES OF E-MARKETING

Reduction in costs through automation and use of electronic media : Good planning and excellence in the execution of an effectively targeted e-marketing campaign can reach your desired audience much better than large scale

traditional marketing channels.

Faster response to both marketers and the end user: Internet marketing is able to provide an immediate impact which was never before imagined

Global audience: Companies can reach a wide audience for a small fraction of traditional advertising budgets. E-Marketing opens up new avenues for smaller businesses, on a much smaller budget, to access potential consumers from all over the world.

cont.. Convenience: Businesses have the advantage of appealing to

consumers in a medium that can bring results quickly.

Scope: Internet marketing allows the marketer to reach

consumers in a wide range of ways and enables them to offer

a wide range of products and services.

Effectiveness measurement: Internet marketers also have

the advantage of measuring statistics easily and

inexpensively. Nearly all aspects of an Internet marketing

campaign can be traced, measured, and tested.

LIMITATIONS OF E-MARKETING

Dependability on technology: Internet marketing requires

customers to use newer technologies rather than traditional

media.

Speed of Internet connections: If companies build large or

overly-complicated websites, individuals connected to the

Internet via dial-up connections or mobile devices may

experience significant delays in content delivery

Inability to experience the merchandise: From the buyer's

perspective, the inability of shoppers to touch, smell, taste or

"try on" tangible goods before making an online purchase can

be limiting.

cont..

Security concerns: Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not trust that their personal information will remain private.

Worldwide competition: through globalization

Goods ordered v/s goods received: Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase

case study Tata Nano on facebook

Tata Nano's Online Marketing Initiative

The Tata people have done some commendable job with regards to the online promotion of the car and have gone beyond the traditional methods of advertising and promotion online. The Tata team is working on Nano news in papers, Nano breaks on radio, Nano appearing in the form of messages or ticker news on TV, online Nano games, Nano chat rooms on the Net, Nano pop-ups on major websites and Nano conversation on Facebook, Orkut and blog Spaces.

Ratan Tata has worked out a viral marketing strategy to promote the Nano at the lowest cost.The social networking era has become a great aid for the Tata Motors' Nano sale buzz to flourish in the online world. The Nano campaign, prior to its release, has been intensified through its extension to networking sites like Facebook and Orkut making the 'world's cheapest car' known to a larger mass.

E-MARKETING FRAUD

The internet is fertile ground for marketing fraud because of the anonymity and the ability to spam messages into inboxes and across message boards and blogs.

EXAMPLES OF E-MARKETING FRAUD

Online shopping and auction fraud: Online shopping is very convenient. However, the downside to shopping online is, of course, the risk of fraud. In most cases, if you’re buying something online, you’ll have to enter your debit or credit cards details as well as your personal information.

Advance-fee frauds: In a nutshell, advance-fee fraud requires you to hand over money upfront in return for a much larger sum of money.

Lottery and Price scam These scams trick you into thinking you've won large amounts of money. You sometimes have to send personal information that is then used to rob you, or you are asked for processing fees for your fictitious winnings. Be suspicious

General information on email fraud

Many types of fraud exist, and email is an inexpensive and popular method for distributing fraudulent messages to potential victims Most fraud is carried out by people obtaining access to account numbers and passwords. Never respond to any message that asks you to send cash or personal information. Treat these as spam However, if you receive an email message that appears to involve money, or asks for personal information, do not respond.

PROTECT YOURSELF !!!

Don't Judge by First Appearances. It may seem obvious, but consumers need to remember that just because something sounds good over the phone or looks attractive on the Internet or in a mailing, that doesn't mean it's true.

Be Careful About Giving Out Valuable Personal Data Over the Phone or Online. If you get calls or see e-mail messages from someone you don't know who's asking you for personal data - such as your Social Security number, credit-card number, or password - don't just disclose the data without knowing more about who's asking.

THANKS !!