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Marketing Ethics

Dr Robert Shaw

Graduate School of Business

Guangdong University of Foreign Studies

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Agenda

1. How we approach our subject

2. Marketing is evil

3. Adverting

4. Western theories of ethics

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How we approach our subject

1. Higher education

2. You will be presented with a point-of-view

3. You must say what is wrong with it

4. Learn ethics by practicing the skills

5. The scope of business ethics

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Marketing is evil

1. Capitalism

a. Free market

b. Competition

2. Business imperatives

a. Generate a cash flow

b. Returns to owners

3. Organisation

a. Professionalism

b. Use of science to maximise return

c. Planned obsolesce

d. Add-ons to sales

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Common allegations about

marketing campaigns

1. Stereotyping

2. Subliminal messages

3. Exploiting social / cultural proclivities

4. Vulnerable targets

5. Minimal legal compliance

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Advertising ethics

1. High financial stakes

a. Globalized companies

b. Separation of marketing/advertising from the business

2. Use of scientific data

3. The purpose is to generate demand

4. Clever appeals to ethics

5. Consumer capture

a. Television

b. Cell phones

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Advertising ethics

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Advertising ethics

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The law & consumer rights

1. Can the law protect usa. Drugs, milk .

b. Unsafe products and undesirable products

2. The customers right to be stupid

3. Marketing law

4. Consumer law

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The law & consumer rights: China

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Notice of the Supreme People's Court on Legally Punishing the Crimes of Seriously Underming the order of theMarket Economy Such as the Crime of Manufacturing or Selling of Fake and shoddy Foods or Drugs - 2004

Decision of the Standing Committee of the National People's Congress on Punishing the Crimes of Productionand Sale of Fake or Substandard Commodities - 1993

Law of the People's Republic of China on Protection of the Rights and Interests of the Consumers - 1994

Product Quality Law of the People's Republic of China - 2000

Provisional Regulations on Banning Excessive Profiteering - 1995

Regulations on the Administration of Product Quality Certification - 1991

Regulations on Industrial Product Quality Responsibility - 1986

Rules for the Implementation of the Standardization Law of the People's Republic of China - 1990

Standardization Law of the People's Republic of China - 1989

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http://www.humanrights-china.org

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State marketing

1. Information, advice, help, and the changing of attitudes

Examples: health campaigns, traffic campaigns,

views about others.

2. Elections

a. Public information

b. Candidate information

c. Examples, Hong Kong & Western

3. State leadership

4. State propaganda (next slide)

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Propaganda

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Poster of Manchukuo promoting harmonybetween Japanese, Chinese, and Manchu.The caption says: "With the help of Japan,China, and Manchukuo, the world can bein peace." The flags shown are, left to right:the flag of Manchukuo; the flag of Japan;the "Five Races Under One Union" flag.

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Western theories of ethics

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Consolation theories protect yourselfagainst marketing

Virtue ethics & codes of conduct

Utilitarian ethics

Deontology

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Consolation theories

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Stoicism

Cynicism

Christian ethics

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School of AthensRaphael, Sistine Chapel, 1511

1-Plato,2-Aristotle,3-Socrates,4-Xenophon,5-schines,6-Alcibiades,

7-Zeno,8-Epicurus,9-Federico Gonzaga,10-Averroes,11-Pyhthagoras,12-Francesco,13-Heraclietus,

14-Diogenes,15-Archimedes,16 -Zoroaster,17-Ptolemy,18 Raphael.

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Cynics

Dog like

Indifference marketingShameless

On guardFriend & foe

Asceticism

Im no ones foolSelf-reliance

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Diogenes (the dog) Jean-Lon Grme (1824-1904)

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Stoics

Zeno 333 264 BC

Replaced CynicsStoa = porch

Man conquers the world byconquering himself.

Influenced: Romans &Christians

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Zeno the great stoic

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Christian ethics

Consultation theory

A list of rules

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Codes of practice

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Deontology

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Let us do the right thing and not worry aboutthe consequences.

Examples in marketing:

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Utilitarianism

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Let us do the greatest good to the greatestnumber.

Good?

Calculus of happiness/pleasure/good

Cost benefit analysis

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Thank you.