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50 YEARS

SAGE was founded in 1965 by Sara Miller McCune to support

the dissemination of usable knowledge by publishing innovative

and high-quality research and teaching content. Today, we

publish more than 850 journals, including those of more than

300 learned societies, more than 800 new books per year, and

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Los Angeles I London I New Delhi I Singapore I Washington DC

ISAGE Los Angeles I London I New Delhi

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'SAGE Los Angeles I London I New Delhi Singapore I Washington DC

SAGE Publications Ltd

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Editor: Matthew Waters

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MIX

© Lynne Eagle and Stephan Dahl 2015

First published 2015

Apart from any fair dealing for the purposes of research or

private study, or criticism or review, as permitted under the

Copyright, Designs and Patents Act, 1988, this publication

may be reproduced, stored or transmitted in any form, or by

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material is© Lynne Eagle and Stephan Dahl, 2015

Library of Congress Control Number: 2014959145

British Library Cataloguing in Publication data

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the British Library

ISBN 978-1-44629-661-5

ISBN 978-1-44629-662-2 (pbk)

At SAGE we take sustainability seriously. Most of our products are printed in the UK using FSC papers and boards.

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Contents

About the Contributors

1 INTRODUCTION TO MARKETING ETHICS Lynne Eagle

Chapter overview Changing nature of ethical criticisms of marketing

Standard definitions of marketing The wider economic focus on growth The misuse of GDP data What the focus on sustainability means for marketers and

marketing ethics Consumers' roles in sustainability

Marketing ethics in the twenty-first century Ethics definitions Link between ethics and religion/values Business ethics Marketing ethics

The relationships between ethics, legislation, regulation and self-regulation Legislation Self-regulation effectiveness The example of advertising and obesity Self-regulatory structures: the example of marketing communication

Competing theoretical foundations and frameworks Common frameworks Overview of common ethical frameworks

Codes of ethics Summary Case study: Product recalls in the auto and other industries

2 CRITICISMS OF MARKETING Lynne Eagle, Stephan Dahl and David R. Low

Chapter overview Major 'generic' criticisms of marketing

Fostering materialism and unsustainable consumption Deception and manipulation Wasteful strategies

The responsibility of business

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Criticisms of Corporate Social Responsibility (CSR) 33 Green washing 33

Market structures 34 Organisational power 36 House brands versus manufacturer brands 36

Marketing strategies and tactics 37 Market research 37 Big Data 38 Product-related issues 39 Segmentation and targeting-related issues 39 Pricing-related issues 39 Marketing communication/advertising 40 Product placement 41 PR/publicity 44 Selling 44

Summary 45 Case study: Skin lightening products 45

3 CONTRASTING PERSPECTIVES ON MARKETING 55 Stephan Dahl and Fannie Yeung

Chapter overview 55 Historical marketing and societal changes 56

Products and claims 56 Target groups and representation 57

Cross-cultural perspectives 59 Normative, relative and communicative approaches 59 Religious marketing perspectives 61 Marketing communications across cultures 62 Appeals and causing offence 63 Gender portrayal 65 Portrayal of 'beauty' 66 Creation of unnecessary needs 67

Summary 68 Case study: Flying the world 68

4 ETHICAL ISSUES IN MARKETING RELATIONSHIPS 75 Lynne Eagle and Stephan Dahl

Chapter overview 75 Marketing relationships and relationship marketing 76

Ethical relationship marketing 76 Franchising 76

Retailing and personal selling 77 Implications for sales management 79

CONTENTS

Ethical issues in specific sales sectors Pharmaceutical marketing - detailing Direct to consumer advertising of prescription medications Business-to-business marketing (B2B)

Ethical issues in supply chain management relationships Retailer dominance Slotting and promotional allowances Multi-level marketing and pyramid selling Fair Trade

Controversial tactics Gifts and incentives Ethical issues with 'bait and switch' and loss leader tactics

Data mining Pricing strategies Summary Case study: Ethical issues in withholding information - lessons

from Vioxx

5 ETHICS IN NEW MEDIA Stephan Dahl

Chapter overview New media diversity Social media Social media as data sources Traditional uses of new media channels

Product placements Behaviourally targeted advertising Location-based marketing

Sharing economy Summary Case study: Facebook Beacon project

6 ETHICAL CONSUMPTION Stephan Dahl and Nadine Waehning-Orga

Chapter overview Introduction Typology and motives

Pious consumption Patriotic consumption Green consumption Socially conscious consumption Responsible consumption Citizenship-based consumption Mindful (integrated) consumption

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viii MARKETING ETHICS & SOCIETY

Behaviour

Purchase behaviour

Theoretical models

Economic rational models

Norms and beliefs

Mixed models

Concerns and ethical dilemmas

Marketing and consumption as causes

Spillover

Marketing (and other) ways forward

Information provision/labelling

Choice editing

Social marketing

Demarketing

Case study: Fair and unionised? The case of Theo Chocolates

7 MARKETING TO YOUNG AND VULNERABLE CONSUMER GROUPS

Stephan Dahl and Lynne Eagle

Chapter overview

Non-traditional media forms

Advergame brand 'impact'

Current concerns

Self-regulatory effectiveness

Communication theory and advergame effects

Subliminal or low involvement processing effects

Policy implications

Media literacy

Commercially sponsored media literacy interventions: evidence

regarding effects and effectiveness

Other vulnerable groups

Elderly

Low literate groups

Low income groups/'bottom of the pyramid'

Summary

Case study: Krave cereal

8 PROMOTION OF HARMFUL PRODUCTS

Lynne Eagle, Debra M. Desrochers, Stephan Dahl, Tracey Mahony and David R. Low

Chapter overview

Which products can be classified as harmful?

Tobacco and its adverse effects

Alcohol and its adverse effects

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CONTENTS

Promotion of harmful products Tobacco promotion expenditures Alcohol promotion expenditures Impact of tobacco promotion Impact of alcohol promotion

Advertising restrictions Tobacco Alcohol Potential impact of further alcohol advertising restrictions

Recent concerns Appeal of social media Use of cartoon characters Games and apps

Context-multiple influences Precautionary principle, legal and ethical liabilities

Ethical dimensions Targeting vulnerable consumers

Summary Case study: Gambling addiction and advertising

9 LIFESTYLE, HEALTH AND PHARMACEUTICAL MARKETING Mustafa Ebrahimjee, Stephan Dahl and Lynne Eagle

Chapter overview Introduction DTC Advertising

Education Informed discussion Increases in diagnosis Increased compliance Diminished time per patient Unnecessary prescription of drugs Withholding information Misinformation Other forms of promotion Pricing

OTC drugs Medicalisation

Mechanisms of medicalisation Drivers of medicalisation Effects of medicalisation

Lifestyle drugs and health tourism Convergence of drugs and surgery Health tourism

Summary Case study: PrEP - medicalisation or prevention?

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10 TOURISM, HERITAGE, CULTURAL, ARTS AND CAUSE-RELATED MARKETING 208 Lynne Eagle, Tracey Mahony and Stephan Dahl

Chapter overview Sector overview Overview of the tourism industry

Contribution to greenhouse gas emissions Tourist responsibilities

Impact of tourism activity on environment and 'host' communities Positive and negative impacts The tourist perspective and the attitude-behaviour gap impact

in tourism Specific tourism sectors

Volunteer tourism and justice tourism Sex tourism Thanatourism/ dark tourism Trophy hunting

Heritage, culture and arts marketing Other issues in tourism

Accessibility /tourists with disabilities Cause-related marketing

Cause-related marketing defined Summary Case study: PlayPumps

11 ETHICS IN SOCIAL MARKETING Lynne Eagle, Stephan Dahl and David R. Low

208 209 209 209 210 211 211

213 216 216 217 218 219 220 221 221 222 222 225 225

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Chapter overview 235 The nature and scope of social marketing 236

The iSMA, ESMA and AASM consensus definition of social marketing 236 Current social marketing focus 238 What social marketing is not 240

Health education 240 Health promotion 241 Environmental management 241

Use of financial incentives 241 Code of ethics or other resources to aid social marketing practice 244

In search of universal moral values 244 Examples of social marketing's ethical dimensions 245 The potential role of a code of ethics or other ethics resources 249 Relationship to corporate and other professional codes 251 Competing theoretical foundations and frameworks 251 Code development and communications 254 Conclusions regarding ethical guidance 254

Summary 255 Case study: White Ribbon Day (WRD) 255

CONTENTS

12 LEGISLATION, REGULATION AND ETHICS

Stephan Dahl and Kathleen Mortimer

Introduction

Regulation

Self-regulation

Regulation focus

Content and product restrictions

Quantity restrictions

Non-traditional media

Challenge of simultaneous media usage

User-generated media

Cross-border legislation

Alternative approaches

Codes of practice

Media literacy

Demarketing

Summary

Case study: Paddy Power

Glossary Index

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About the Contributors

Stephan Dahl is Senior Lecturer in Marketing at Hull University Business School in England and Adjunct Associate Professor of Marketing at James Cook University. His research interests include health and social marketing, cross-cultural marketing and online/social media marketing, and he has published widely in national and international journals as well as authoring a text on Social Media Marketing (Sage, 2015). Dr Dahl's current focus is on the role of social marketing to increase physical activity, online Word of Mouth and marketing, using social networks and marketing green issues.

Debra M. Desrochers is Senior Lecturer in Marketing & Business Strategy at Westminster Business School. Her research focuses on the impact of marketing activities and practices on the consumer, with significant attention on the policy issues surrounding food market­ing. She is associate editor of the journal of Consumer Affairs and on the Editorial Review

Board of the journal of Public Policy & Marketing. Her research has been published in the journal of Retailing and the journal of Public Policy & Marketing, and presented at numerous national and international conferences. She has served as a visiting scholar at the Federal Trade Commission and contributed to a research project on children's exposure to television advertising, with a particular emphasis on food advertising.

Lynne Eagle is Professor of Marketing at James Cook University. Her research interests include marketing communication effects and effectiveness, including trans-disciplinary approaches to sustained behaviour change in social marketing/health promotion/ environmental protection campaigns; the impact of persuasive communication on children; and the impact of new, emerging and hybrid media forms and preferences and the use of formal and informal communications channels. She has published in a wide range of academic journals, including the journal of Advertising and European journal of

Marketing, led the development of both Marketing Communications and Social Marketing texts and contributed several book chapters for other texts, as well as writing commis­sioned social marketing expert papers and presenting numerous research papers at inter­national conferences. She is on the editorial board of several journals.

Mustafa Ebrahimjee is a general practitioner and partner at the Pall Mall Surgery in Leigh-on-Sea, Essex. Dr Ebrahimjee's research interests include the prevention of health problems and pro-active patient engagement, and he has participated in and published on research projects related to physical activity of the elderly and social marketing inter­ventions in these areas. He is also a qualified trainer, teaching future doctors who wish to train as GPs. He brings extensive experience of medical practice both in the UK and abroad, and speaks English, Kiswahili, Gujarati, Hindi and Urdu.

ABOUT THE CONTRIBUTORS xiii

David R. Low is Dean of the College of Business, Law and Governance and Professor of Business at James Cook University. He has a wide variety of both industry and academic senior management and boardroom experience. His research interests include cross cul­tural issues; country of origin studies; ethnicity, social media, social marketing, market orientation, firm performance and e-marketing; and innovation, SMEs and the use of technology in business value chains. David has recently co-edited a book on E-Novation and Web 2.0.

Tracey Ma hony is Lecturer and PhD candidate in the discipline of Marketing at James Cook University. Her research interests focus on the efficacy of regulation of new and emerging electronic media, brand community development and the use of social media in developing economies. She has a wide variety of industry management experience in business and law, has lectured in Accounting, Management and Business Negotiation subjects, and has extensive experience in developing course material for undergraduate and postgraduate students.

Kat hleen Mortimer is Associate Professor of Marketing Communications at Northampton Business School, University of Northampton. �he is also chair of the Marketing Communications SIG of the Academy of Marketing and Deputy Editor of the journal of Marketing Communications. Her research focuses on advertising and marketing communications, and she has published widely in numerous scholarly journals, including the European journal of Marketing, journal of Services Marketing,

journal of Marketing Communications and journal of Customer Behaviour.

Nadine Waehning-Orga is Lecturer in Marketing at York Stjohn University. She previously worked and completed her PhD at Hull University. Her research interests include consumer behaviour; cross cultural issues; regional product purchase motives; international market­ing; and marketing for SMEs. Her expertise is not just focused on the academic side of businesses; she is also a Managing Director of the international marketing consultancy Initio Marketing (www.initiomarketing.co.uk). Additionally she is a Chartered Marketer and an active member in the local branch.

Fannie Yeung is Lecturer in Marketing at Hull University Business School in England. Her research interests centre on the impact of ethics on consumer behaviour with a par­ticular focus on financial products and services. Her interest in financial products and services stems from her many years of professional experience working with a number of leading multinational organisations in the financial services industry prior to joining academia. Fannie has also worked on a number of consultancy projects for clients both in the UK and overseas.

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