MarketingLesson 3 of 3 in the course Marketing and Customer Value

Ethical Marketing: Principles, Trust, Privacy, and Advertising Claims

5 flashcards · 5 quiz questions · 5 match pairs · 4 fill-in sentences · English

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Summary

Ethical marketing asks companies to consider not only how to promote products and services, but also how their actions affect customers and society. This lesson introduces the idea and its guiding principles.

Ethical marketing is an approach to marketing that seeks to promote fairness, honesty, and responsibility while considering how a company’s offerings and marketing practices affect society. It is better understood as a philosophy that guides decisions across marketing activities than as one isolated technique.

All flashcards

Ethical marketing
A philosophy that applies fairness, honesty, and responsibility to marketing decisions and considers effects on customers and society.
Why is ethical marketing a philosophy rather than a single tactic?
It guides decisions across marketing activities instead of describing one isolated promotional technique.
What does transparency require from marketers?
Clarity about what is being communicated and whom the marketer is approaching.
What should marketers consider before collecting or using customer data?
What data is needed, how it will be used, whether customers are informed, and whether permission is appropriate.
What is puffery in marketing?
Overemphasizing or exaggerating a product’s qualities.

Quiz questions

  1. When a company's actions consistently match its public promises, what can this help build?Answer: Customer trust in the company's communications
  2. Mintel research reported that what percentage of US consumers stop buying from companies they believe are unethical?Answer: 56 percent
  3. Why should marketers provide clear information about product use and relevant safety concerns?Answer: It helps consumers understand their choices and reduces the risk of misleading them.
  4. Before using personal data in a campaign, which approach best reflects ethical marketing?Answer: Assess the data's purpose and use, inform customers, and consider permission and applicable law.
  5. In the United States, which federal statute may companies use to sue competitors over false advertising claims?Answer: The Lanham Act

Based on Principles of Marketing by Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman (OpenStax), licensed CC BY 4.0. Adapted into a summary, flashcards and quizzes.

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