Ethical Issues in Marketing

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Ethical Issues in Marketing: The Context of Developing Countries
Introduction: Marketing, in contemporary times, has seen a tumultuous change in the way it's conducted in developing countries. The oft cited dictum that only change is constant in the marketing genre is an apposite one. Just as the media of social communication themselves have enormous influence everywhere, so advertising and marketing, using media as their vehicles, are pervasive, powerful forces shaping attitudes and behavior in today's world. Four reasons are attributed to the fugacious nature of the way marketing practices are being carried out in developing countries 1. The role of Information and Communication technologies: As ICTs evolve so do marketing practices. If
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One department store utilizing the hidden messages reported a savings of $US600, 000 by reducing theft 37 percent during a nine month period. So, if subliminal messages evidently work in self-help tapes and embedded in department store music, it certainly seams reasonable that they would also work and perhaps even work better in a visual medium such as television. In developing countries the regulating watchdogs and related establishments are still in stages of latency so that the possibility that viewers who would be subject to such measures would probably never ever know that they were the focus of such procedures. The Ethical Issue of 'Creating Demand' In the words of Pope John Paul II, advertising also can be, and often is, a tool of the phenomenon of consumerism. Sometimes advertisers speak of it as part of their task to 'create' needs for products and services - that is, to cause people to feel and act upon desires for items and services they would ordinarily not need. A piquant issue arises when consumerist attitudes and values are transmitted by communications media and advertising to developing countries, where they exacerbate socio-economic problems and harm the poor. While a judicious use of advertising can stimulate developing countries to improve their standard of living, serious harm can be done to them if advertising and commercial pressure become so irresponsible that communities seeking to rise from poverty to a reasonable standard of
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