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
