Professional Documents
Culture Documents
MARKETING ENVIRONMENT
&
MARKETING ETHICS
WHAT IS MARKETING ENVIRONMENT?
Kotler (2001) has defined the marketing environment as the actors and forces outside marketing
that affect marketing management’s ability to develop and maintain successful transactions with
its target customers.
1. Demographic Factor:
The statistical study of human population and its distribution
characteristics.
Demographic characteristics include birth, age, sex, family, race, education,
ethnicity, occupation and other statistics of people.
Demographic Factors
Business ethics also involve moral values in our society. Values are
accepted standards of behavior within a given society. Societies
develop broad-based values that are generally accepted by most of
its members.
There are many unethical practices that Marketing Managers must observe and
carefully need to deal with:-
False and misleading advertisement
Misleading products or service warranty
Price discrimination
Unsafe products or services
Unfair remarks about competitors and their products