Ethics

Unit 5 Marketing ethics
Marketing ethics is the area of applied ethics which deal with the moral principles behind the operation and regulation of marketing.
Ethics
Ethics are the moralprinciples and values that govern the actions and decision of an individual or group, they serve as guidelines on how to act rightly, and justly when faced with moral dilemmas.
Marketing
Social andadministrative process in which individuals exchange goods or services of value with others.
Social marketing
Kotler & Zaltman 1971
Social marketing is the design, implementation and control ofprograms designed to influence the acceptability of social ideas, involving considerations of product planning, pricing, communication, distribution and marketing research.
Kotler 1982
Socialmarketing is the design, implementation and control of programs seeking to increase the acceptability of a social idea or practice in a target group.
Definition of social marketing
Use of theprinciples, strategies and traditional marketing techniques to influence a target audience to reject, accept, modify, or abandon a behavior voluntarily, a benefit to an individual, a group of people for societyas a whole.

The macro environment: STEP analysis
A STEP analysis looks at sociological, technological, economic and political factors in the market environment on a macro-level- often looking ata particular country or region.
Social factors
Refers to the lifestyles, social values, beliefs and even religion of the individual. Social forces influence the structure of people to meet theirsocial obligations marketing managers not only have to determine the characteristics of the products they want to consume but will also have to take into account the safety and reliability of product.Economic factors
Includes items such as inflation, interest rates, purchasing power. Marketing programs are affected by problems such as described above. The international marketing has...