MKTG101 Lecture Notes - Lecture 3: American Marketing Association, Marketing Ethics, Applied Ethics
12 May 2018
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Marketers are becoming increasingly aware of the need to become more morally, socially and
ethically responsible.
• Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large - (American Marketing Association)
o Marketing Ethics
▪ Ethics, sometimes known as moral philosophy, is a branch of philosophy.
▪ Ethics involves systematizing, justifying and recommending concepts of practice
according to right and wrong.
▪ Ethics seeks to resolve questions around human (& organizational/structural) morality –
issues such as good & evil, right & wrong, virtue & vice, justice & crime.
▪ Marketing ethics is an area of applied ethics which deals with the moral principles
behind the operation and regulation of marketing.
▪ Ethics of marketing practice is important, and there are a number of ethical frameworks
in existence.
• Honesty – to be forthright in dealings with customers and stakeholders.
• Responsibility – to accept the consequences of our marketing decisions and strategies.
• Fairness – to balance justly the needs of the buyer with the interests of the seller.
• Respect – to acknowledge the basic human dignity of all stakeholders.
• Transparency – to create a spirit of openness in marketing operations.
• Citizenship – to fulfil the economic, legal, philanthropic and societal responsibilities that serve
stakeholders.
o Critical Marketing
Critical marketing is concerned with challenging marketing concepts, ideas and the values and
systems that underpin it.
These values and systems include free market capitalism, the profit motive, and the individualistic
conception of consumer behaviour.
Critical marketing encourages us to think about the wider implications of marketing activities and set
these in their broader macro Context.
Critical Marketing seeks to remind us that all marketing practice takes place within society and that
soiet ultiatel satios its otiued eistee.
o Social Marketing
“oial Marketig seeks to develop ad itegrate arketig concepts with other approaches to
influence behaviors that benefit individuals and communities for the greater social good.
• Social Marketing practice is guided by ethical principles. It seeks to integrate research, best
practice, theory, audience and partnership insight, to inform the delivery of competition
sensitive and segmented social change programs that are effective, efficient, equitable and
sustaiale.
(International Social Marketing Association, the European Social Marketing association and the
Australian Association of Social Marketing (2013)
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