NORM AND ETHICS IN MARKETING
1. Definition of Marketing Norms and Ethics
Norms are rules that bind a particular society. While Ethics is human action or
behavior about good and bad.
Norms and ethics in marketing are provisions governing human behavior in society
which is carried out with good and bad actions according to individual understanding in
order to identify and fulfill human and social needs in a profitable way. Or more simply,
are moral standards used to regulate behavior and guide decisions and actions in
marketing.
Marketing ethics is divided into 4 (four) contexts, namely:
1) Marketing ethics in the product context
a) Products that are made useful and needed by society;
b) Products made with economic potential or benefits;
c) Products made with high added value;
d) Products that can satisfy society.
2) Marketing ethics in the context of price
a) Prices are measured by people's purchasing power;
b) Companies are looking for decent profit margins;
c) Prices are burdened with reasonable production costs;
3) Marketing ethics in the context of place/distribution
a) Goods guaranteed security and integrity;
b) Consumers get fast and precise service.
4) Marketing Ethics in the context of promotion
a) As a means of conveying true and objective information;
b) As a means to build a positive image;
c) There is no element of manipulating or deceiving consumers;
d) Always guided by the principle of honesty;
e) Do not disappoint consumers.
2. Concept of Ethics and Factors of Unethical Actions
The Concept of Ethics in Marketing according toJohn R. Boatright:
1) Fairness (Justice)
