What are Guerrilla marketing ethics?

What are Guerrilla marketing ethics?

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What are Guerrilla marketing ethics?

Henderson Matrix

In this article you will learn about:

  • What are Guerrilla marketing ethics?
  • Why Guerrilla Marketing Ethics?
  • Example on Guerrilla marketing ethics importance?
  • What are the factors that affecting the ethics in Guerrilla Marketing?
  • What are the factors that affecting the ethics in Guerrilla Marketing? 

What are Guerrilla marketing ethics?

Ethics in Guerrilla marketing are the Guerrilla marketing decisions that are taken according to legality (Legal or illegal) and Ethical status (ethical or unethical), the following matrix is called HENDERSON MATRIX, which categorizes the Guerrilla marketing ethics to four categories: ethical and legal, ethical and illegal, unethical but legal, unethical and illegal.

 Why Guerrilla Marketing Ethics?

Each industry has it’s own regulations, so if companies are promoting what they want, and doing whatever they want to do with their customers, then companies will be exposed to ethical and legal problems from legal or regulatory authorities.

Example on Guerrilla marketing ethics importance?

In Pharmaceutical industry;  Ten years ago, some companies were conducting meetings and asking doctors to bring their wives in. So big multinational companies agreed together to create a code of ethics to make a standards in all issues between pharmaceutical companies and health care providers (doctors, pharmacists and even nurses). And if any company of those signed on code of ethics, made any activity that doesn’t comply with code of ethics, then penalties from legal and regulatory authorities will face them.

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So the four categories of the matrix are:

  1. Ethical and legal: (e.g. like the body shop, supermarkets, cafeterias…etc).
  2. Ethical but illegal: (e.g. publishing stolen but revealing documents about government mismanagement).
  3. Unethical but Legal.
  4. Unethical and illegal: (e.g. employing child labor).
What are Guerrilla Marketing Ethics

What are Guerrilla Marketing Ethics

What are the factors that affecting the ethics in Guerrilla Marketing?

  1. Factors affecting Product issues:

    • Safety
    • Quality
    • Value
    • Providing adequate information.
    • Product Recalling.
  1. Factors affecting Promotional issues:

  • Clear message.
  • Accurate data.
  • Ethical use of advertising tools.
  1. Factors affecting Pricing issues:

  • Price discrimination (either in different place, to different persons, or at different time).
  • Active collusion among suppliers to fix prices.
  • Predatory Pricing; established suppliers utilized their cash reserves and economies of scales to sell a t prices that newcomers can’t match and still make a profit.
  1. Factors affecting the Place issues: availability of the products to all customers, environmental transportation concerns.

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