Ethical Issues in Marketing and Sales of Pharmaceuticals
Session 14: Ethical Issues in Marketing and Sales of
Pharmaceuticals
Total Session Time: 60 minutes +1 hours of Tutorial
Prerequisites
Learning Tasks
By the end of this session students are expected to be able to:
Resources Needed:
SESSION OVERVIEW
Activity/
Step Time Content
Method
1 05 minutes Presentation Introduction, Learning Tasks
2 10 minutes Presentation Definition of Ethical Marketing
Buzzing
3 10 minutes Presentation Benefits of Ethics in Marketing
4 25minutes Presentation
Ethical Issues in Marketing
brainstorming
5 05 minutes Presentation Key Points
6 05 minutes Presentation Evaluation
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SESSION CONTENTS
STEP 1: Presentation of Session Title and Learning Tasks (5 minutes)
READ or ASK students to read the learning tasks and clarify
ASK students if they have any questions before continuing.
STEP 2: Definition of marketing (10 minutes)
Activity: Buzzing (5 minutes)
ASK students to pair up and buzz on the following question for 2 minutes
ALLOW few pairs to respond and let other pairs to add on points not mentioned
WRITE their response on the flip chart/board
CLARIFY and SUMMARIZE by using the content below
(Distribution), promotion and advertising marketing product or services
STEP 3: Needs for Ethic in Marketing (10 Minutes)
o Develop more positive attitudes about the firm, its products, and its services.
o To create Values or trust with key stakeholders
o To build good image about the organization in the minds of customer, employees,
shareholders and the society
STEP 4: Ethical Issues in Marketing (25 Minutes)
Activity: Brainstorming (5 minutes)
Ask students to brainstorm on the following question:
ALLOW few students to respond?
WRITE their responses on the flip chart/ board
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CLARIFY and SUMMARISE by using the content below
o Product & packaging
o Price
o Placing (distribution)
o Promotion (advertising & branding)
Product
Packaging
Price: Second P of Marketing •
Placing (distribution)
Distribution of product or service is transporting them from manufacture to
stockiest, wholesalers, retailer and then to consumers.
o Many retailers sell products that have crossed expiry date is unethical.
o Exerting influence to cause vendors to reduce display space for competitors' products
is unethical.
o Promising shipment when knowing delivery is not possible by the promised date is
also unethical.
o Paying vendors to carry a firm's product rather than one of its competitors are also
unethical.
o Most drug stores would give too many drugs without prescriptions from a qualified
doctor are also unethical.
o Products are moved in unsafe vehicles, are also unethical.
o It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.
To present information to consumers as well as others
To increase demand
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To differentiate a product
o Puffery (Nothing to support the fact)
o Advertising to Children
o Promoting Unhealthy Products
o Subliminal Advertising
o Deceptive Advertising
o A concept that are designed to ensure fair competition and the free flow of truthful
information in the marketplace.
o Ethics in Marketing in Consumer Protection Market is flooded with duplicate goods
having fake labels for selling drugs, food stuffs, consumables
o Consumer Protection
Better protection of interests of consumer
Protection of rights of consumers
To prevent practices having adverse effect on competition
To promote and sustain competition on market
To protect the interests of consumers
o Scope of Consumer Protection applies to:
Whole nation
All type of goods and services, public utilities and public sector undertakings.
o All types of complaints relating to goods, unfair trade pictures.
o Who can file complaint
The consumers to whom the goods are sold or delivered or agreed to be sold are
delivered or the service has been provided or agreed to be provided.
o But how to file a complaint?
One can go to Consumer courts and can file complaint
One can file consumer complaints online
STEP 6: Key Points (5 Minutes)
o Ethics in Product & packaging
o Ethics in Price
o Ethics in Placing (distribution)
o Ethics in Promotion (advertising & branding
STEP 7: Evaluation (5 Minutes)
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References
Buskirk, R. H (1994). The Entrepreneurs Handbook: Premier Entrepreneur Programs, Inc.
Denver, Co.
Charantimath, P. M (2006) Entrepreneurship Development Small Business Enterprises:
Delhi, India: Pearson Education,
Hisrich, R.D., Peters, M.P., & Shepherd, D.A. (2005). Entrepreneurship. (6th Ed.) Boston:
McGraw-Hill.
Kuratko, D.F., & Hodgetts, R.M. (2007). Entrepreneurship: Theory, Process & Practice. (7th
Ed.) USA: Thomson
Roy, R. (2011, 2008). Entrepreneurship. 2nd Ed. Oxford: Oxford University Press.
Stokes, D. & Wilson, N. (2002). Small Business Management and Entrepreneurship. (5th
Ed.) London: High Holborn House.
Zimmerer, T. W. & Scarborough N. M. (2008) Essentials of Entrepreneurship and Small
Business Management. (5th Ed) New Jersey: Pearson Education International
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