tiểu luận đạo đức trong tiếp thị - đh ngân hàng tp.hcm

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&'()*+,-./012
2)-34('(5(12
6)-34(78-9*:;2
<=>())?0+@(2
A1B(15+C;2
D-E(1)?0(11=2
F+(115+;-37(2
G1B(15HI()2
J+(115"(1+2
KLM&
1.Khái niệm Markeng 1
2.Vai trò markeng 1
3.Đạo đức trong markeng 1
1.1. Đạo đức đối với sản phẩm 3

1.2. Quảng cáo và bán hàng 4
1.3.Đạo đức trong ếp thị và quyền tự chủ của người êu dùng 6
4.Các quan điểm trong xử lý 6
NLOD
LP&&
 KLM
& 1/+(+,;B*QRS+()
1<=>?@AB>CD"E1"A+F+GC(H">I1*J"KH@+G"*L
>MN1"!">(>>1ACO
2 B+S*T;B*QRS+()
A.<>(>$>+FPQA1R?@*D>"E>2<QA1P*D>",>2SL
"E1CFSL<>(,>2CT"K"TSU>1ACO"V>HG*M>+FW&A@X>$
>+F'!>>1ACO"V>CT"@Q1>+FY&P?&>Z"PHGN*M@
"@?G>",>2CT"@<A[*BH@+\"?B
]><!"PQA1R*L>^>BH@R!>>2R_"T"!""`"a_YV>P>@
"PN_>$)?U"b*@"!""`"@"+1CEC_*W_ASU>@CB>"E1
QA1RP(>!"F<I*D>"`"<!"X"`"<(>LAB>CD"E1
QA1RHG>$>+FCT?@?cHU"N_?d*1<=>
+HeP"f"T*1<=>*G"TH1>gN(>C$H@C.RLSU<(>L"!"AB>
CD<QA1"E1QA1RHG>$>+FP"Tc1?@C_*W_A"AAB>CD
<QA1"E1QA1R+G>=A>$>+FPW(>?V>$>+FX"KH@+G"
*L"E1<!"@?@*"hQU1Hi"j"V>"A*-N(>C$<QA1
6 UVWX0S*V();B*QRS+()
1*LN1>)*<R)>""!"HVC.?&N1C(>(R>$a
• U>U"E1<!"@a"!">ECABj*H@A<!"@"T>)*?dQW$>!"
CD#QZa>[=*P+F@
• U2W(>"E1<!"@a^d*1*D>"!">(2W(>P<MCE>M
>#QZaN_"!Aj*C(Q)kAPQ)>>VR++\W1

• !"!>$YJDa"MW9PS`"<I=P1>A@

BAC`"?@"!">&"lH."!"@Ym"RL>+"!""E1"!""!)PT*H@"!"
>O"`"<QA1AHG"!""`"<!">*1<=>?@*D>?cHU""T.
<_R!>S"!"HVC.H.CBAC`"1C)?@i*Z">&*@i+F
?@**1<=>R_j*Wj>"n+iC.HRB*CBAC`"*@-CJ?@*C2CB>
C+\"i*Z">&@
 Các vấn đề đạo đức trong marketing: khuôn khổ
• D">1ACOWMW!>&>$>+F>AB>?@\RCBAC`"Woa
− U>M>-N.>U"E>A>(>-"61>
− MW&"p"T?\>=A>(>H$?\
• UC!!"TCBAC`"@?@>p>=AC.<WoHa
− KR_"TSUC^d
− T>2Sq<M"T?\
− i!>$<!""T>2Sq*)>rHG1
• %SUC^d"T>>U<Ms
− h?AH@S>=SS>A*D>SL>L*1@
− tC$!PSUCD"N.P?u1!
− 6!"@*Z">&H@<!"@QW$>!"CD
• %<!"@"TC+\">M>"Y!"<Ms
− (>M>
− %u1QL
− M>R`">BR

• %"A+F"T>U"SU"TC+\"?\<Ms
− 1Sj*>p`Pvi+F*1Sj*WL"C^wPWJAHN.?\+F
>&Qp
− i>OBPiS_Rl*<M1>A@
− i"K!>BA
• i!>$"B>1
− M?dx>QZ"!"<2>("VRvR)W>CLYmw
− U>V>WB>$>+Fyi_+o>uW&A@z

Tóm tắt
• UWV>CLY`>M>HL?@C.>e?\"A@S_YV>FC1CC(
^<(>>{"PRK?G?@QASUYV>"E1|>==>@S_YV>R_>*"!"
C."f>*G@
• !""M>R_"1*<(>iC{?F`1Pc1?@-R_{>j<A_"!"
i1i?FA1*8H.S_Rl*"n+H.>+,"M>HG>U">(
*@<!"@>_*
• K+i>MCR*1<=><MeC+\"SU"{dPCTe"E1
*-+F!"N_C2_N(>>>B@?@""VRi>M
CR*1<=>"`1CU*D>!>$@ACTCLHG<!"@
• i+F?@*"M>!"*1<=>T"H@N_"!AT&>+F
*j"R_"!"HVC.H."l*U"CBAC`"UeW(>"E1"M"{H.@
H@"j""jSq?@*_*>}?S?F>&HLCK>+*1<=>
1.1. Đạo đức đối với sản phẩm
− 4>A@H@>!"*R!R?d

− !">&"l>A\RC^H.SU1>A@S_Rl*
− !">&"lS1?">A1>A@S_Rl*
− !"*<j><=H.S_Rl*
1.2. Quảng cáo và bán hàng
− iHVC.CBAC`">AN_"!AW1A^*a
• '_"!AiS_Rl*"TB
1S_Rl*W$>V"M.V>?@>L"?!H@+\P*D>SLNL"1"V*>>CL
N_"!A>L"?!Q+GWV><3>`"@Ay11Q1P0K%1P>ACT"T+G">1zP
*D>SL+G""fB"(*@<M"V*>>CL+8PZ2!"@S_YV>
>L"?!"A9*?@S_Rl*"E1-C+\"R!R?e>>u1e>-"TN.
N_"!AP?dQA<!"i1?@-"f>(>RZ"i+F{>>L""2S1>&
QpJ"E1-"`<M"Td<(<">[=*A]"i+F<M{>
>L"&?eC2*@W$"!">O"`"S`"<I=P>O"`"i+F<M{>
>L"R_CL*B*q

• '_"!A>!"CDH@A>[=*
9@V>.N_"!AN1>1j*H@A>[=*H@CJ)."f>">A
GW!A"PN_"!A?M"LSU>g*gP(<3P<"CDi"K"+1>U"
SU"K>(>>A>[=*o?`1>O"+1CE<MA1C2eC$"T>2QrC(H"
C1CgA]"Y1A?JH"-"
• '_"!ARTCB
{>1CJ>u=W(>W1A&i?FN_"!ARTCB+avD"SL
Sq>{H$W(>W1A(+"T~wPvE>&*•&*+E>&*)wP<M1"T
>2<2*"`C+\"SUSAS!@PH>(*@<M1"T>2"`>U"C+\"i
?FN_"!ACT%e>N_"!A"T>2"AR€RRTCB>ARB*HV>C$P
QA1R<M>2QpN_"!AC2?u1+F>&QpB+G">1"AC(>F
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N_"!AC+\"C."f>=A<R!R?dP"TiNC$‚AH@?e>N_
"!ACT*D>H1>gN1>->A*M>+FN_"!A
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CR"E1*PSƒS@Y)*RB*SU&>+"E1<!"@("K>(>
• {R"!"S_Rl*H@Q$"HZ"E1"M>OWe>>AC!*CM+FC
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!"*rN_"!A>+F*j"R_"!"HVC.H."l*U"CBAC`">=Ae
"E1"M"{TW1A&*rN_"!A>&>.*@WBCJY=*"T"_?!
Y=V>lsTW1A&*rN_"!AH.)@H@>[>QZ<(<">UQA
H1*+\C2>&Qp"!)s!"*rN_"!A@Ti?F?q(>S`"<A1
>+,a…J>e+o*D><3f?d>+o[>QZ"E1"{>MSq?@*"A
C.CT>e>QQ@…uW1AFWe>)*9N!.+FSƒS@\KPH@
C)?@i+F"T.<_+o`N_"!AV>]"W>Pi*r
N_"!Aj*C(>[=*CJQrC(.?F>1R."E1"M"{;R?U"C2
C+\""{dCJ<("!"@N_"!A>1M@AP>e*"CN!+†"+Ym

CBAC`"
]"Qp.+G"P"‚B+8PCJW1@?e>"V*i@HHMCBAC`"
>A*1<=>PSA•@?@i?e>@Sq"‚W1AF<.*"(C+\">V>"_
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>ARB*H"!""M>P@"MRH@"!"T*"&R?@CE<_
?@*C.CT=A"M>‡>"S'1?>>…!"&>j"CBAC`"AB>CD
+*D>"("*!?-"QK>A"h*!*1<=>a"{?-""!">BR"V>C2QK"T>2
?@*"A"h*!AB>CDV>"_"!""M>"Ki&>j"CBAC`"C2?-"WI
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W_"V><M>L>"E1>+,>+F"B>1C2"T>2j*C(P>{>H@i")
i<!"@>L>"A"M>…)?@*D>?F<&"T!>$
1.3. Đạo đức trong tiếp thị và quyền tự chủ của người tiêu dùng
− (R>$j*>GHpQ)"+QW$>!"CD
− !"*"E1"h""VRS_Rl*
< /0Y-B(W+C;S*V()Z[\]
− '1C2*eN_@WD"
− '1C2**A*L\R?d
− '1C2*>(>RZ"?d>
− '1C2*N_"!A?u1B>
 NLO
1^0S*U()S*V()\_(1`^0Q+(1aVB(1Y-b()0/V1+,((B3
!"HVC.CBAC`"?&N1C(<!"@H@>(R>$W1A^*H"C+11SU?U1"-
H.iS_Rl*1>A@PC!>P"V>?+\"1AHG!"_\R?d*@<M)
R+,BC(<!"@H@*M>+FhS_Rl*N_"!APA@H"C_*
W_A>M>"Y!"P"gR_@*"`1(>LHT1P>l**8Rp\RHG"!"
"l*U"CBAC`"H@>KRA*8>Z""E1+G">1*@"gR_""VR"!">@?
?&N1C(C.<N_"!APC^>FR_"$>!"*H."!">M>CT
&>U">BHRB*CBAC`">A>(R>$"E1"!"JN_"!AC1?1
D>@?1<jR,i@H"Z>2CT?@a
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RB*SU&>+"E1<!"@("K>(>
ˆ{R"!"S_Rl*H@Q$"HZ"E1"M>>o&OWe>+FC"!"C2*>"
"U"H@"=V"!"C2*>&"U"W9H[A@C„R*j>1"=QVSU>e>>A*D>
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<(<!"@R_>U2i>MCRV9*?u1B><!"@
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5
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S1QpA?1>=>Sq>c>!AH@S_<A!,H@A*hS!>`"QeH@Sq>eR>
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 _>(>>&C."A>VA?1>=HRB*CBAC`">A>(R>$
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"qP"+1NC$•"n+"+1C+11iRB>>"C!C2"]"!"
N_"!ARCBAC`"
!"N_"!A)1i>!"B&*>-C(e>`""E1<!_PC]"W>?@

>[=*[=*>+F?@*>=Ai"{>VPV>?@i>BAV>+\*B
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