Empowered, the new consumer is using the pound in their. Ethical products are increasing in sales year on year and those brands that have ignored it as a value are paying in reduced sales. Its about changing the way we think about how goods are provided, the people who make and sell the things we buy. Ethical marketing relies on a longterm strategy of continuing education, campaigning, and activism. Chapter 3 marketing ethics marketing 300 with collins at. Some of the ethical issues experienced in traditional marketing practices are encountered in those of emarketing as well. In the long run, unethical marketing harms customers and society as a whole. The first and the most crucial factor in the list of importance of marketing ethics is that it helps the company to win the trust and loyalty of its customers on the longterm basis as it is the basic human nature and tendency to go for the brand that is genuine in its nature, its products and services offered are authentic, and they sell the exact products and services. Ethical marketing generally results in a more socially responsible and culturally sensitive business community.
Ethics and manipulative marketing is the basis, while the globalization helps to explain how different cultures can be a problem for the companies and dcca. Ethics refers to moral judgment for decisions and actions as right or wrong based on accepted principles of behavior. Marketing ethics are the principles, values and standards of conduct followed by marketers. As mentioned before on this blog, the marketing mix is a combination of the 4ps. Unethical behavior such as price wars, selective advertising, and deceptive marketing can negatively impact a companys relationships. The services industry, which drives over twothirds of our national economy, is about to experience severe changes due to increasing competition.
It implies moral conduct and honorable behavior on the part of. Though the pursuit of social responsibility and ethical marketing does not automatically translate into increased profit, it is still the responsibility of the firm to ensure it is responsible for its actions and their impact on society. It takes some knowledge of basic psychology and human behaviour to succeed in marketing. Ethical marketing should be part of business ethics in the sense that marketing forms a significant part of any. Ethics is a fundamental trait which one adopts and follows as a guiding principle of basic dharma in ones life. Ethics consists of certain rules and standards of conduct recognized as binding in a professional body or an association. Jan 15, 2018 marketing ethics is an area of application that involves moral principles behind operation and regulation of marketing.
Ethics in sales and marketing management study guide. The everyday shopper may still be searching out the value items but now they are also questioning the ethics of products and brands. Tf each subarea within marketing, such as marketing research, advertising, pricing, and so forth, has its own code of ethics that deals with the specific issues that arise when conducting business in those areas. Marketing contributions to the journal of business ethics became so great that the role of associate editor for marketing and consumer behavior was appointed in 1997. Theoretical development in ethical marketing decision making. Marketing to children an ethical issue in marketing carmen puiu carmen puiu, lecturer phd university of craiova keywords. Ethical marketing refers to the application of marketing ethics into the marketing process marketing ethics has the potential to benefit society as a whole, both in the short and longterm study of ethical marketing should be included in applied ethics and involves examination of whether or not an honest and factual representation marketing. The ideas of four ethical theoristsjeremy bentham, immanuel kant, ayn rand, and john rawlsconstitute the framework. Product, price, promotion and place product ethical concerns can arise in the development of productsservices.
Though this is ethically right, it is also a practical measure because it will build a healthy relationship between marketer and stakeholder. However, marketing ethics is important to promote marketing solutions that are both acceptable to the company and beneficial to society. Ethics in marketing in consumer protection market is flooded with duplicate goods having fake labels for selling drugs, food stuffs, consumables like agarbatis, suparis etc. Specific issues in marketing ethics market research. Marketers are supposed to identify and satisfy needs of consumers. Ethics in marketing ethics are a collection of principles of right conduct that shape the decisions people or organizations make. Good ethics is a cornerstone of sustainable marketing. Jan 04, 2017 an ethical marketing process is a process that abides by the guidelines of the system you are trying to work with. Logically also when there are huge number of transactions involved, a certain code or guiding principles are required to ensure that operations and industry competitiveness is fair and beneficial to the end user. Refers to those ethical problems that are specific to the domain of marketing. Market research is the collection and analysis of information about consumers, competitors and the effectiveness of marketing programs. Ethical marketing and its role in running an ethical business.
It takes the shape of a fair, responsible and honest way of doing business. Ethical marketing can be applied and should be applied. They serve as guidelines to act rightly and justly when faced with ethical problem. This result in disrepute for the products of good companies even though such fake goods are small in quantities. Marketing projects should be systematically submitted to a consumers sample to check how consumers react to the projects and make the required changes in case. Ethics in marketing, ethics in marketing management. Brenkert for helpful comments on an earlier version of this article. Apr 28, 2017 ethical marketing, simply put, is applying ethics to the marketing process giving thoughtful examination of particular marketing issues as they relate to moral judgment. Something similar might be said of ethical marketing.
Linda ferrell, university of wyoming m arketing ethics addresses principles and standards that define acceptable conduct in the marketplace. If ethical marketing proves to be cost prohibitive, many companies will abandon the effort. Jan 17, 2016 ethics in marketing in consumer protection market is flooded with duplicate goods having fake labels for selling drugs, food stuffs, consumables like agarbatis, suparis etc. Ethical concerns can arise in every element of the marketing mix. An ethical marketing process is a process that abides by the guidelines of the system you are trying to work with. Ethics tends to focus on the individual or marketing group decision, while social responsibility takes into consideration the total effect of marketing practices on society. With market research, businesses can make decisions based on how the responses of the market, leading to a better understanding of how the business has to adapt to the changing market. Ethics is a slippery topic its hard to define its meaning precisely, never mind quantify it. However, the misuse of marketing research can also harm or annoy consumers.
Recent trends show that consumers prefer ethical companies. Its about helping consumers make better, more conscious choices about the products they buy and the stores they frequent. Refers to the moral or ethical dilemmas that might arise in a business setting. A hardly discussed and controversial subject, ethical marketing took an important role in the corporate culture in recent business environment, for small to big corporations. Careful research is the best way to predict the effects of a change in strategy. This article will study, 1 understanding business ethics and socially responsible marketing, 2 developing and implementing a socially responsible marketing. It is believed that the supreme creator has put each one of us in. Relevant areas of law include consumer law which protects consumers and antitrust law which protects competitors in both cases, against unethical marketing practices. However, in certain instances it has been criticized as unethical. Sep 02, 2018 a hardly discussed and controversial subject, ethical marketing took an important role in the corporate culture in recent business environment, for small to big corporations. Jerry kirkpatrick, california state polytechnic university, pomona abstract this paper presents a theoretical framework within which ethical issues can be taught in marketing courses. The purpose of this paper is to define, examine and identify issues and trace the historical development of marketing ethics from a practice and academic perspective. Importance of marketing ethics definition of marketing.
Life is a journey, not a destination, as the motivational poster says. The business marketing association bma also lists a code of ethics for its members. The set of values within a marketing firm, or in the marketing division of any firm. Sep 17, 2012 the marketing campaigns could only be launched if they pass the ethics check. Mahajan abstract the marketing concept to achieve organizational goals by determining the needs and wants of customers and delivering the desired products more effectively and efficiently than competitors. Online marketing that lacks ethics sends the wrong signal about your brand and. Two major public policy and ethic issues in marketing research are intrusions on. What was once just the desire of a few has now become a mass movement. The role of product harm and consumer vulnerability target marketing might be the epitome of the marketing concept. Marketing professionals with a backbone reap great rewards, including a solid career with the potential for advancement. Ethics commonly means rule or principles that define right and wrong conduct.
Ethics in marketing marketing and psychology are extremely interconnected in modern world. The area of services marketing is a highly crucial one for potential ethical violations. The authors identify explanations for the ethical concern and controversy that can arise over targeting. Introduction t is generally established that ethics and social dependability are becoming more vital within the businesses context and this must be kept in mind by the company owners while marketing their products and services. Ethical marketing is about continued standards of conduct, not a singular goal or fixed set of principles.
Pretests with consumers could also help marketers implement more ethical marketing decisions. Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Advertising and marketing today is a huge business in kenya. But using psychological methods is not only the single connection. The temptation to make ethical compromises will pose a dramatic threat to the business climate. Simply put, ethics means principle or values by which marketing ought to be conducted in the market place. In summary, marketers must fairly represent whatever they are advertising. Chapter 3 marketing ethics marketing 300 with collins. You know right from wrong, says laura hartman, professor of business ethics at the depaul university college of commerce and author of business ethics. Most ethics discussions revolve around moral values of good and bad, right and wrong, which can vary significantly depending on your spiritual, religious, and cultural backgrounds. Ethics in marketing denotes to the practice of marketing in business in an ethical and moral way.
Marketing ethics and marketing law are related subjects. Regulation extends beyond the law to lobbies, watchdog bodies and selfregulatory industry bodies. In order to foster an ethical and socially responsible behavior pattern among marketers while achieving company objectives, special care must be taken to monitor trends and. Ethical theory in marketing jerry kirkpatrick, california. Marketing ethics examines systematically marketing and marketing morality, related to 4pissues such as unsafe products, deceptive pricing, deceptive advertising or bribery, discrimination in. Positive and normative approaches to theory development in marketing ethics our focus is on examining ethical decision making rather than identifying ethical issues. Ethics in marketing practices in general, in almost all the seminars, workshops and conferences featuring the theme of marketing ethics, indeed, one of the very common points discussed, deliberated and commented, quite loudly, is that whether or not ethics exist in marketing practices.
To reconcile these variations and find a definition of ethics which is most compatible with varying morals, well look at a. Therefore it is a process through which companies generate customer interest in productsservices, create value for stakeholder. Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization. The authors wish to thank brian sternthal, alexander simonson and robert j. Marketing usually occurs in the context of an organization, and unethical activities usually develop from the pressure to meet performance objectives. The establishment of marketing ethics has the potential to benefit society as a whole, both in the short and longterm. Business or marketing ethics are the moral principles generally found in forms of formulas, songs, anecdotes, statements, or words that indicate direct or indirect lessons or guidelines that businessmen have to observe while dealing with various interested parties. It implies moral conduct and honorable behavior on the part of an individual. When we consider corporate morality, we must conclude that no price is too high, for in the long. Ethical marketing, simply put, is applying ethics to the marketing process giving thoughtful examination of particular marketing issues as they relate to. Ethical marketing decisions and efforts should meet and suit the needs of customers, suppliers, and business partners. But the high road is not always the easiest path to take.
18 1471 67 1454 1251 995 187 1288 209 848 414 1128 1458 335 1251 596 591 1134 1283 1044 933 1224 803 70 376 439 345 1370 864 913 1265 175 1291 617 69 1073 365 1007 996 858 928 227 867