Ethical marketing

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  • Ethical marketing
    • An ethical decision is both legal and meets the expectations and principles of consumers
    • Why might a business behave ethically
      • Founder wants to deal with an issue they feel strongly about
        • Business may have been set up as a social enterprise
      • Appeals to customers by meeting their expectations
        • Gives competitive edge
      • To avoid breaking the law or failing to meet regulations
    • How to ensure they are behaving ethically
      • Ensure their is no invasion of privacy while carrying out market research
      • Make sure unfair or inappropriate conclusions are not made by stereotyping
      • Avoid targeting vulnerable customers
      • Make the product available to all
      • Ensure the product doesn't harm the enviroment
      • Ensure adverts are truthful


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