Page 23 - EBOOK DPM 10013 POM-FINAL 25.10.2021

1.4.2 The Roles of ethics in marketing.

Ethics is a set of moral principles at its most basic level. They have an impact on how

people make choices and live their lives. Ethics, often known as moral philosophy, is

concerned with what is beneficial for individuals and society
Here are six roles to help you develop more ethical marketing companies and creative

ideas.

Table 1.7:SIX Roles of Ethics in Marketing

No Roles of ethics in marketing.

1 Honesty Strive to be truthful in all situations and at all times.

Offer products of value that do what we claim in our

communications

2 Responsibility Strive to serve the needs of customers
Avoid using coercion with all stakeholders

3 Fairness Represent products in a clear way in selling, advertising and

other forms of communication; this includes the avoidance

of false, misleading and deceptive promotion.

4 Respect Listen to the needs of customers and make all reasonable
efforts to monitor and improve their satisfaction on an

ongoing basis

5 Transparency Strive to communicate clearly with all constituencies

Explain and take appropriate action regarding significant
product or service risks, component substitutions or other

foreseeable eventualities that could affect customers or

their perception of the purchase decision

6 Citizenship Strive to protect the ecological environment in the
execution of marketing campaigns

Give back to the community through volunteerism and

charitable donations.

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