ETIKA �S MARKETINGKOMMUNIK�CI�
Szerz�: BECSKEI Marianna abszolvens
T�mavezet�: Dr. SZALAI Zsuzsanna egyetemi tan�r
Int�zm�ny: �jvid�ki Egyetem, K�zgazdas�gi Kar, Marketing Management Tansz�k, Szabadka
Vajdas�gi Magyar Fels�oktat�si Koll�gium

A dolgozat a marketingkommunik�ci� etikai megk�zel�t�s�vel foglalkozik. A c�l a marketingkommunik�ci� etikai oldal�nak megvil�g�t�sa volt: mi �s hogyan szab�lyozza, valamint az, hogy e t�ren mely korl�tok, lehet�s�gek �s kih�v�sok �llnak fenn egy marketingorient�lt v�llalat sz�m�ra.
A dolgozat els� r�sze r�szletesen foglalkozik mag�val a marketingkommunik�ci� fogalm�val �s folyamat�val �s annak szerep�vel a v�llalat gazdas�gi �s kommunik�ci�s c�ljainak megval�s�t�s�ban. Ezen bel�l sz� esik a marketingkommunik�ci� c�ljair�l, feladatair�l �s eszk�zeir�l. Emellett a dolgozat r�vil�g�t a marketingkommunik�ci� "m�sik oldal�ra" is: az �t �rt leggyakoribb v�dakra �s ellen�rvekre, valamint a "konzumerizmus" jelens�g�re.
A dolgozat m�sodik r�sze a marketingkommunik�ci� etikai oldalait vizsg�lja �s az etikai elvek alkalmaz�s�nak fontoss�g�t k�v�nja kihangs�lyozni. Egy v�llalat a marketing-mix mindegyik elem�vel kommunik�l a t�nyleges �s a potenci�lis fogyaszt�kkal, az elad�kkal, a k�zvet�t�kkel, a nyilv�noss�ggal. Ez�rt k�l�n�sen fontos odafigyelni a marketing-mix minden egyes elem�nek �zenet�re �s annak etikai min�s�t�s�re. Ezen bel�l a dolgozat foglalkozik az igazmond�s, a j��zl�s �s az illem e t�ren val� szab�lyoz�s�val, az �gynevezett "sebezhet� c�lcsoportokkal" �s a sokkol� hat�s� �zenetekkel is.

Kulcsszavak: etika, marketingkommunik�ci�, szab�lyoz�s

ETHICS IN MARKETING COMMUNICATION
Author: Marianna BECSKEI, IVth year undergraduate student
Mentor: Dr. SZALAI Zsuzsanna, full professor
Institution: University of Novi Sad, Faculty of Economics, Department of Marketing Management, Subotica
Hungarian College for Higher Education in Vojvodina

This work is about ethics in marketing communication. The aim has been to analyze marketing communication, as an element of marketing mix, with reference to laws and rules that regulate its ethical aspect, and to challenges and opportunities that it offers to a firm.
The first part of the paper explains in detail the concept and the process of marketing communication, as well as its role at the realization of economic and communication goals of the firm. Within that, the paper explains the goals, tasks and tools of marketing communication, studies the "other side" of it - the most usual objections made to it, and the main questions of "consumerism".
The second part of the work checks marketing communication from the ethical aspect and emphasizes the importance of using ethical principles in it. A firm communicates, through every element of marketing mix, with its target market segment and with the public, too, and because of that it is highly important to take care of the ethical side of every kind of marketing communication. Beside that, the question of truth-telling, taste and decency, and the so-called "vulnerable groups" are also discussed.

Keywords: ethics, marketing communication, regulation

ETIKA U MARKETING KOMUNIKACIJI
Autor: Marijana BE�KEI, apsolvent
Mentor: dr Suzana SALAI, redovni profesor
Institucija: Univerzitet u Novom Sadu, Ekonomski fakultet, smer Marketing menad�ment, Subotica
Kolegijum za visoko obrazovanje vojvo�anskih Ma�ara

Tema ovog rada je etika u marketing komunikaciji. Cilj je da se marketing komunikacija, kao jedan od elemenata marketing miksa, osvetli i sa eti�kog stanovi�ta, u smislu propisa i zakona koji reguli�u to podru�je, kao i ograni�enja, izazova i mogu�nosti koje ono nudi preduze�ima koja su orijentisana na marketing.
Prvi deo rada detaljno obja�njava sam pojam i proces marketing komunikacije, kao i njenu ulogu u ostvarivanju ekonomskih i komunikacijskih ciljeva preduze�a. U okviru toga, obja�njeni su ciljevi, zadaci i instrumenti komunikacije preduze�a sa svojim ciljnim tr�i�tem, kao i "druga strana" marketing komunikacije, odnosno, naj�e��e optu�be i prigovori na njen ra�un. Pored toga, rad se bavi i problematikom za�tite potro�a�a.
U drugom delu rada marketing komunikacija se preispituje sa eti�kog stanovi�ta i isti�e se zna�aj primene eti�kih principa u ovoj oblasti. Preduze�e sa svojim potro�a�ima, posrednicima, prodavcima, pa i �irom javno��u, komunicira posredstvom svih elemenata svog marketing miksa, te je od naro�itog zna�aja da preispita eti�ku dimenziju svih svojih poruka. Uz to, rad se bavi i pitanjem istinitosti i pristojnosti promotivnih poruka, kao i problematikom tzv. �osteljivih potro�a�kih grupa�.

Klju�ne re�i: etika, marketing komunikacija, zakonsko regulisanje