Types of Security Issues in Marketing Environments

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

The marketing and retail landscape is not immune to security issues and concerns. In this lesson, you'll learn more about some of the different security issues faced inside these environments.

Go to Jail

Remember the old board game full of streets, avenues and railroads that you bought and traded with fellow players? Cards sending players to jail for their crimes and a 'go to jail' board space made it easy to identify the troublemakers - all in good fun of course.

Theft in a marketing environment can take many forms.
Theft in a marketing environment can take many forms.

Unfortunately, in today's marketing and retail environments spotting people who are up to no good and mean your business harm can be a little trickier. There are myriad security issues you must concern yourself with. Let's examine a few.

Security Issues in the Marketing Environment


Shoplifting is one of the more common theft occurrences in the retail environment. Shoplifting simply refers to the act of removing goods or merchandise from a store. The act of shoplifting deprives the business owner of the merchandise they had available for sale, and is used for the benefit or personal gain of the person who took it.

Example: A teenage girl who conceals a shirt in her purse and leaves a store without paying for it has shoplifted that item.

Ticket Switching

Another tactic some people use in the theft of goods or merchandise is ticket switching. In ticket switching, the customer selects two items - the item they want and a second item priced much lower - and places the lower-priced sales tag on the item they want to purchase. They then visit the cash register and purchase the item for a much reduced cost, depriving the business owner of the full and rightful purchase price originally listed on the item.

Example: Bill finds a wallet he wants to buy that costs $80 and a second wallet that costs $20. He places the $20 price tag on the $80 wallet, pays only $20 and leaves the store.


Pilferage is the act of stealing small amounts of items from a larger package or shipment, including taking part of the contents from a package and leaving the remainder. This is particularly a problem with employees who might see an opportunity to take small quantities from a large shipment or open a package to remove something small inside.

Example: ABC Company's employee, Misty, is working when a large shipment of mobile phone car chargers arrives at the warehouse. She removes two, thinking no one will miss just a couple, and slips them into her purse.

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