Chapter 9 Marketing Ethics: Advertising and Target Marketing
Chapter Nine: Marketing Ethics: Advertising and Target Marketing
Review Questions
1. Distinguish between manipulation, deception, and a lie. Does the ethical wrong with
3. Explain how the FDA’s standards of deception and unfairness are related. How might an
advertisement be both deceptive and unfair?
4. What things does advertising do for consumers? What does advertising do to consumers?
5. Distinguish between autonomous and non-autonomous behavior. Explain the difference
between autonomous and non-autonomous desires. Do you have any desires that you
6. To what degree do you think that modern marketing has created a dysfunctionally
affluent economy in which irrational and trivial consumer demand has replaced personal
and social needs?
7. Explain two ways in which a consumer could be described as vulnerable. What factors
might make a person vulnerable in each sense. What are the ethics of marketing to the
vulnerable?