Importance Of Ethical Issues In Marketing

Marketing Ethics: The Marketers standards of conduct and moral values. The 5 areas of ethical concerns for Marketers are: Marketing Research – ex: Gathering marketing information in exchange for money or free offers. Product Strategy – ex: Product quality, planned obsolescence, packaging. Distribution – ex: Determining the appropriate degree of control over a channel. Promotion – ex: Gifts and Bribes Pricing – Most unethical pricing behaviours are also illegal. Social Responsibility: involves marketing philosophies, policies, procedures, and actions whose primary objective is the enhancement of society. The 4 levels of Social Responsibility are: Economic – Be Profitable; the foundation upon which all others rest Legal – Obey The Law; Play by the rules of the game Ethical – Be Ethical; Obligation to do what is right, just, and fair. Philanthropic – Be a Good Corporate Citizen; Contribute resources to the community, improve quality of life.

Marketing is composed of the performance of business activities, which direct the flow of goods and services from the manufacturers to the consumer. Bothe the advertising and marketing industries operate within federal regulations that are monitored by the federal trade commission. The advertisers have to be careful and act ethically taking extra care when making their adverts.

Marketing is like a double-edged sword, if it is adopted properly, it will give profits to a company; however, if it is used inadequately, it will give harm. It is undeniable that today’s business operations have more intense competition level against each other due to the advancement of technology that allows people to receive more information. Marketing plays the key role in making products being recognized by consumers. To get people’s attention, some massages about the product need to be sent to the target market. With the high level of competition, the unethical marketing issues arise in order to make their own firms gain more

In this research explaining journal ethics and marketing public relations it is safe to say

4) Why is ethics an important consideration in marketing decisions? Explain your answer with an example.

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

Ethical consideration is required when conducting business in the 21st century for many reasons. First of all, there is nothing wrong from being ethical, in the contrary you will gain people’s trust and chances for your company to be more reputable are much higher.

Companies involved in targeted advertising also have to deal with ethical issues. According to a study conducted by JL Davis on decision making in advertising, most of advertising experts were influenced only by legal actions, while ethics contributed as the minor factor. Based on the study of Wallace Snyder, advertising ethics, especially targeted advertising, is often given little attention until the company is compelled to make a response when challenged by the law (Snyder 2008). Some consumers haven’t been aware of that their privacy are stolen. Even if consumers were aware of online

According to Chapman, L. (2010), “Companies are impacted by competition through the price of their resources and the demand of their products. Market Research provides the insight to improve daily operations and save costs.” Over the course of this program I have learned that society often believes that the words business and ethics do not belong in the same sentence. History has proven that we are making a valiant effort to change that way of thinking. For instance, if we look back at how some of the biggest cases in America that dealt with ethical business practices, we can see that America is taking a stand against unethical behavior in business. Organizations such as Enron, has single-handedly destroyed our faith in ethical business practices. This also rings true when discussing ethics as it relates to marketing research. As stated in this week’s Hall Lecture, “as Christians we have a duty to ensure that marketing intelligence gathering is legal and ethical.” Conducting ethical market research requires us to have certain characteristics such as honesty, integrity, loyalty, fairness, leadership, reputation and accountability. Because of the competitive nature of the business world, it is sometimes hard for people to maintain those ethical values. As President Theodore Roosevelt said, “To educate the mind without the morals is to educate a menace to society.” Being competitive is a great quality for a marketing researcher to have, but that competitiveness has to be

Serving the public is the best thing in the world . For the sake of serving people Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards. Research suggest that consumers do believe in honest and ethical advertising. Now the industry has started growing and they have committed to highest standards of truth and accuracy. Professionals have to build and maintain consumer trust so that they can

This world has the good and bad to everything, even in marketing. The advantages of marketing research are “agility which helps to change the analysis during the investigation, and the researchers can go their own pace, expenses which are, of course, they can use and control what they want to spend on the research, and customization which is how they want to create the studies” (Acevado, 2017). The disadvantages of marketing research are “resources that are not available in some locations, geographical limitations which makes it hard to get a product to a particular place, and groupthink if the product not exposed to the correct network” (Acevado, 2017). With all this, ethical issues could arise, especially if the disadvantages come up. Per marketing-schools.org, moral issues are “more of a philosophy that informs all marketing efforts. It seeks to promote honesty, fairness, and responsibility in all advertising. Ethics is a difficult subject because everyone has subjective judgments about what is ‘right’ and what is ‘wrong’” (2017). In short, this could be a problem or problems if you lie about the research, you could lose credibility, the study would be considered tampered. For example, say there is a product only sold in Australia, a customer in America wants to buy it. They contact the company asking questions such as if shipping to the states is a possibility. You, the marketer, the seller, lie and say yes when the reality is the opposite. The customer waits months for

Ethical problems in marketing starts with conflicts and disagreements. Each party in the marketing transaction brings expectations of how the business relationship will exist and how the transaction should be conducted. Some ethical problems in marketing research aren’t always the invasion of privacy and stereotyping. Selective marketing is used to discourage the demand from undesirable markets or just by disenfranchising them altogether. Examples of unethical market is the exclusion markets such as gay, ethnic minorities, and plus-size markets.

Businesses have been relatively passive in investigate their in marketing ethics and are still operating according to traditional business models and process that do not reflect consumer interests and ethical implications of their activity often continue afterthought and are yet to be thoroughly incorporated into management decision-making. The contingency framework can accelerate this pre-emptive approach to ethical decision-making. To embed ethics into firms planning and strategy formulation process , marketers should learn from consumers ethical evaluation of their marketing techniques (Smith and Cooper-Martin 1997). An “ethical execution of the marketing program. In addition to financial , market, and competitive objectives, marketers should include consumer concerns and ethical integrity as important criteria for management decision making . Furthermore, ethics must be matched throughout the marketing planning process from product development, market selection , advertising and promotion execution.

Communication is constant, especially in the information age. Savvy professionals know how to communicate quickly, effectively and ethically. The term "ethical communication" has different meanings depending on the context. A shampoo advertiser and a sports team spokesperson may have dissimilar views on what constitutes as ethical communication. Some communication guidelines are only applicable to certain situations, while others could be understood as ethical in one situation and unethical in another. Every aspect of ethical communication should be considered within the boundaries of the issue at hand.

Process-orientated framework, analyzing ethical problems in terms of the categories used by marketing specialists; Research, price, promotion, placement Specific issues in marketing ethics: