Marketing ethics | Solutional Webdesign Antwerpen

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“Marketing Ethics” refers to the moral principles that guide the conduct and operation of marketing. There are two main types: positive, which involves conducting marketing in a way that promotes societal welfare, and normative, which focuses on the moral judgment and standards marketers should adhere to. Key ethical frameworks include duty-based theories, virtue ethics, and utilitarianism. Marketing ethics also span various issues such as targeting vulnerable audiences, exclusion from the market, pricing ethics, and publicité^[1] ethics. It often intersects with environmental ethics and has extensive impacts on practices within industries like pharmaceuticals. These ethical considerations also influence the development and enforcement of marketing laws and regulations. At its worst, a lack of adherence to marketing ethics can lead to fraudulent and deceptive practices, adversely affecting vulnerable groups and manipulating consommateur^[2] perception.

Définitions des termes

1. ↑ publicité. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

2. ↑ consommateur. Un consommateur, en termes simples, est un individu qui achète des biens ou des services pour son usage personnel et non pour la revente ou à des fins commerciales. Il joue un rôle important dans l'économie, car sa demande de produits incite les fabricants à produire. Cette dynamique influence les processus de production, de distribution et de consommation. Les consommateurs ont également certains droits, établis par le président John F. Kennedy, qui comprennent la sécurité, l'information, le choix, le recours et la représentation. Ces droits les protègent des produits dangereux et des pratiques déloyales. À l'ère du numérique, les consommateurs se transforment en "prosommateurs", participant activement à la création des produits. Le comportement des consommateurs a donc un impact profond sur les stratégies de marketing, conduisant à un marketing personnalisé et à une personnalisation de masse.