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Global ethics in marketing
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Group Members Sr NAMES
ROLL NUMBER1) JARNA CHOTWANI 092 ) RAHUL MOTWANI 253) ASHISH PANDEY
304) NILESH VAZIRANI 545) PAWAN WADHWANI 55
INTRODUCTION WHAT IS MARKETING ? Marketing is a process of
bringing together businesses with the customers and involves numerous components .
3 important things include :- PRODUCT DEVELOPMENT PUBLIC RELATIONS ADVERTISING
GLOBAL MARKETING AND ETHICS
The Oxford University defines global marketing as “marketing on a worldwide scale or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives..”
Conti … Ethics seems to have been lost in
the global business world today .
Ethics varies from culture to culture
Ethics also deals with religious issues
Globalization & international marketing ethics are closely related to each other .
Example :- TATA GROUP
Drawback Major ethical problems faced
such as :-
Traditional small scale bribery
Large scale bribery
Gifts & Favours
Pricing
Conti … Products / Technology
Tax avoidance practices
Commission to channel members
Cultural Differences
Involvement in political affairs
How to solve global ethics problems ?
GUIDELINES TO SOLVE GLOBAL ETHICAL
PROBLEMS:- Do not direct intentional harms. Produce more good than harm for
the host country Respect the rights of the
employees Respect the local culture Mnc should pay the tax and
cooperate with the government
ADVERTISING
Introduction :- Advertising is the attempt
to send information to people to convince them to spend their money with a certain company. The ads can attack any of the senses like, sight, hearing , smell or taste .
example :- “ Popcorn “
Conti ...
Advertising is a big business. Billions of dollars are spent . Many industries exist due to large amount of capital spent in advertisement .
The advertisement is done through :-
T V Magazines Newspaper
Ethics in Advertising Advertising Standard Council of
India ASCI is a voluntary Self – Regulation
council in advertising ensuring the protection of interest of the consumers
Ad Agencies, Media (including Broadcasters and the Press). Its main objective is to promote responsible advertising thus enhancing the public's confidence in Advertising.
Code of conduct By ASCI
CODE 1 :-
To ensure the truth fullness honesty of representation and claims made by advertising and to safe guard against misleading advertisement
Code of conduct By ASCI
CODE 2:-
To ensure that advertisement are no offensive to generally accepted standard of public decency
Advertisement should contain noting indecent vulgar or repulsive which is likely in the light of generally standard of decency and propriety to cause grave or white speared offence.
Code of conduct By ASCI
CODE 3 :- To safeguard against
the indiscriminate use of advertising in situations or of the promotion of products which are regarded as hazardous or harmful to society or to individuals, particularly minors to a degree or of type which is unacceptable to society at large.
Code of conduct By ASCI
CODE 4 :- To ensure that
advertisement observe fairness in competition such that consumer’s need to be informed on choice in market-place and the canons of generally accepted competitive behavior in business are both served.
Success story of Tata TetleyTata Tetley tea acquires 24 % market
shareIn united kingdom Tata Tetley tea is a famous brand all over
the globe due to its ethical behavior , brand loyalty & customer service .