Ethics and practices in Marketing
ETHICS AND PRACTICES IN
MARKETING
Professor. J.S. Perry Hobson, PhD
Pro-Vice Chancellor Taylor‟s University, Malaysia
University of Manipal, India. March 2nd, 2012
1
Pro-Vice Chancellor
Who am I? And what do I do?
Editor-in-Chief
Board of Directors
Ethical decisions are part of everything we do - and the guidance and direction given can often be very confusing If “Truth is the First Casualty of War”
(US Senator Hiram W Johnson, 1917)
….has ethics & responsibility been the casualty when it
comes to hospitality & tourism marketing?
Marriott‟s Expectations & Responsibilities
“Everyday, we welcome guests, conduct business and make decisions on behalf of Marriott
Everyday we are confronted with situations that test our values, our beliefs and our judgement
It is important for each of us to understand our legal and ethical responsibilities so we can make the right decisions everyday”.
Ethical Policies – Marriott‟s Business Conduct
Guide Has the Following Sections:
• Acting with honesty and integrity
• Interacting honestly with government
• Protecting Marriott‟s assets and reputation
• Protecting and respecting Marriott‟s guests & associates
• Promoting the greater good
“All Marriott associates are responsible for upholding the legal ethical and social standards”
Competition in a free market can be intense. Tourists and tourism has wider responsibilities
8
We are now seeing the rise of “Ethical and
Responsible Tourism”
10
How Has Industry Behaved? “Dirty Tricks”
• Back in the early 1990‟s British Airways hacked into Virgin Atlantic‟s computers
• Emailed Virgin FF Guests with special offers and then attempted to
• Poached Virgin customers at the airport
Was this ethical?
The Result of “Dirty Tricks” in 1993 Was
At the High Court Christopher Clarke QC, counsel for BA, apologised "unreservedly" for an alleged "dirty tricks" campaign against
Virgin Atlantic.
BA also
MARKETING
Professor. J.S. Perry Hobson, PhD
Pro-Vice Chancellor Taylor‟s University, Malaysia
University of Manipal, India. March 2nd, 2012
1
Pro-Vice Chancellor
Who am I? And what do I do?
Editor-in-Chief
Board of Directors
Ethical decisions are part of everything we do - and the guidance and direction given can often be very confusing If “Truth is the First Casualty of War”
(US Senator Hiram W Johnson, 1917)
….has ethics & responsibility been the casualty when it
comes to hospitality & tourism marketing?
Marriott‟s Expectations & Responsibilities
“Everyday, we welcome guests, conduct business and make decisions on behalf of Marriott
Everyday we are confronted with situations that test our values, our beliefs and our judgement
It is important for each of us to understand our legal and ethical responsibilities so we can make the right decisions everyday”.
Ethical Policies – Marriott‟s Business Conduct
Guide Has the Following Sections:
• Acting with honesty and integrity
• Interacting honestly with government
• Protecting Marriott‟s assets and reputation
• Protecting and respecting Marriott‟s guests & associates
• Promoting the greater good
“All Marriott associates are responsible for upholding the legal ethical and social standards”
Competition in a free market can be intense. Tourists and tourism has wider responsibilities
8
We are now seeing the rise of “Ethical and
Responsible Tourism”
10
How Has Industry Behaved? “Dirty Tricks”
• Back in the early 1990‟s British Airways hacked into Virgin Atlantic‟s computers
• Emailed Virgin FF Guests with special offers and then attempted to
• Poached Virgin customers at the airport
Was this ethical?
The Result of “Dirty Tricks” in 1993 Was
At the High Court Christopher Clarke QC, counsel for BA, apologised "unreservedly" for an alleged "dirty tricks" campaign against
Virgin Atlantic.
BA also