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 advertising^[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 consumer^[2] perception.

Terms definitions

1. ↑ advertising. 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. ↑ consumer. A consumer, in simple terms, is an individual who purchases goods or services for their personal use and not for resale or commercial purposes. They play a significant role in the economy as their demand for products motivates manufacturers to produce. This dynamic influences production, distribution, and consumption processes. Consumers also have certain rights, established by President John F. Kennedy, that include safety, information, choice, redressal, and representation. These rights protect them from hazardous goods and unfair practices. In today's digital age, consumers are evolving into 'prosumers', actively participating in product creation. Consumer behavior, therefore, has a profound impact on marketing strategies, leading to personalized marketing and mass customization.

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Marketing ethics (Wikipedia)

Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media and public relations ethics.

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