Day 037 - 14 Oct 94 - Page 08


     
     1   MR. MORRIS:  We are not relying on it anyway; it is just the
     2        fact of it that is important rather than the content.
     3
     4   MR. JUSTICE BELL:  I know, but if Mr. Rampton wants to look at
     5        it and try to identify it.
     6
     7   MR. MORRIS:  Just one more thing on this area.  You advise the
     8        media or other people about issues to do with meat
     9        marketing?
    10        A.  Yes, very regularly.
    11
    12   Q.   A typical example, recent example?
    13        A.  The BBC are currently making a series on meat and
    14        I spent some time advising them.  I take, I would say,
    15        perhaps two or three calls a week from the media on this
    16        subject and give them as much help as I can.
    17
    18   Q.   Let us just move on to the next section.  You have read
    19        the leaflet, yes, the leaflet in question, the London
    20        Greenpeace Fact Sheet?
    21        A.  Yes, I have.
    22
    23   Q.   I will just go through this statement in some kind of
    24        order.  You have a copy of your statement, have you?
    25        A.  I do.
    26
    27   Q.   Is it OK if the witness looks at his statement?
    28
    29   MR. JUSTICE BELL:  Yes.
    30
    31   MR. MORRIS:  We are on page 2.  You said:  "The plaintiffs'
    32        literature is frequently very one-sided, stressing the
    33        positive qualities of the plaintiffs' products while
    34        omitting or minimising the negative aspects."
    35
    36   MR. JUSTICE BELL:  That is "one-sided", is it, the first?
    37
    38   MR. MORRIS:  One-sided, yes, stressing.
    39
    40   MR. JUSTICE BELL:  I have the rest of the line.
    41
    42   MR. MORRIS:  Is that not something which all companies would do
    43        for better or worse?
    44        A.  I think what we are talking about here is a question
    45        of degree.  I think what we are also talking about is the
    46        way that the marketing tool is used.  As I have already
    47        made clear, in my view, marketing is in itself ethically
    48        neutral.  Marketing, by the way, I suspect there are a
    49        whole variety of definitions, but the broadest one I would
    50        use would be that marketing is the process of satisfying 
    51        needs and wants. 
    52 
    53        In that process there are tools, strategies and tactics
    54        adopted, advertising being one of them, a very important
    55        one.  Advertising will always, unless the client is
    56        suicidal, stress the most important qualities of the
    57        product or service being promoted; that is certainly
    58        true.  However, I think there is a very important
    59        distinction I draw here between ethical and unethical
    60        marketing.  I would define unethical marketing as

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