what is marketing ethics

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    CLARITY/CONSISTENCY/COST

    What is marketing ethics?

    As more business and marketing is done on a global level, an increasing number of

    marketers will need to deal with ethical issues in cross-cultural environments. Whencompanies operate abroad in the absence of home-country legal constraints, they face a

    continuum of choices concerning company ethics (Keegan & Green, 2005, pg. 175).

    Marketing ethics are the principles and standards that help to guide appropriate conductwithin an organization. While adjustments must often be made to accommodate local

    practices, it is also important to maintain company ethics. The purpose of this paper is to

    identify three of the most pertinent ethical issues that Riordan Manufacturing may face in

    marketing to Bulgaria.

    BodyMarketing ethics issue?

    Typical ethical issue in marketing mix? P 95The ethical decision making?

    * Individual factors.

    * Organizational factors.

    * Opportunity.Improving ethical conduct in marketing

    * Code of conduct/code of ethic

    * Ethic officers* Implementing ethics and legal compliance program.

    * Code of ethic of the AMA (American Marketing Association)ConclusionBeing ethical is not easy

    Ethics improve marketing performances

    What is marketing ethics?Marketing ethics is the study of right and wrong with respect to marketing policies,

    practices, and systems. Marketing ethics consist of principles and standards that guide

    appropriate conduct in organizations. The importance of ethics in marketing practices is a

    major consideration in whether markets achieve their promise relative to previousarrangements.

    As a cultural phenomenon influencing and influenced by marketing customs and

    practices, ethics is an important factor in explaining both conduct and performance inmarkets. Much progress has been made in public policy initiatives to encourage ethical

    compliance in organizations.

    The Federal Sentencing Guidelines for Organizations provide a blueprint that manycompanies are using for ethic programs. These public policy efforts need to be explored

    to determine effectiveness and impact on marketing activities. Internet marketing and

    other developments in information technology and in whether and how products of

    dubious social merit - tobacco, alcohol, and pornography - are marketed.

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    The question of whether or not marketing is completely unethical is the question most

    critics of marketing seem to be focusing their attention on. Ethics provide the basis for

    deciding whether a particular action is morally good or morally bad (Britt 553). But, eachindividual develops different opinions, moral standards, and values. So, marketers will

    deal with similar on how others see the company. The employees must choose between

    what is in the best interest of themselves, the company, or that of society as a whole.Ethics view is essentially about the definition of what is right and wrong. However, it is

    difficult to get agreement about just what is right and wrong. Culture has a great effect in

    defining ethics and what is considered unethical in one society may be consideredperfectly acceptable in another. In western societies, ethical considerations confront

    marketers on many occasions.

    For example, should a business person try to bribe a company's buyer? (not accepted in

    most western countries, but commonplace in some parts of the world).Society isbecoming increasingly concerned about the ethical values adopted by its commercial

    organisations. With expanding media availability and an increasingly intelligent

    audience, it is getting easier to expose examples of unethical business practice. Firms are

    responding to increasing levels of ethical awareness by customers.Examples include ethically produced food; ethical investment funds; better staff training

    to avoid unethical behaviour; and staff reward systems which reduce the motivation forunethical behaviour (e.g. to avoid mis-selling problems). Acting ethically need not

    conflict with a company's profit objectives, and indeed can add to profitability (e.g. good

    safety standards and employment policies can improve productivity)

    Ethical Marketing issueAn ethical issue is an identifiable problem, situation or opportunity requiring an

    individual or organization to choose among several actions that must be evaluated as

    right or wrong, ethical or unethical. Any time an activity couse marketing managers orcustomer in their target to fell manipulated or cheated, a marketing ethical issue exists

    regardless of the legality of the activity, for example a company that needs to increase

    their profit or market share may pressure marketers to knowingly bring un safe product tomarket, such pressure represent ethical issue. And in order to deal with this issue the

    marketers must first be familiar with many kind of ethical marketing issues ...

    Individual FactorsWhen people need to resolve ethical conflicts in their daily lives, they often base their

    decisions on their own values and principle of right or wrong.

    For example a study by josephon institute of ethics reported that seven out of ten students

    admitted to cheating on a test at least once in the past year and 95% admitted of lying totheir parents in the past year. One out of six students confess of showing up in class

    drunk in the same period, People learn values and principal trough socialization by family

    members, social groups, religion and formal education .Organizational factors

    Marketers solve their ethical issues not only the basis of what they learned from their

    background but also based on what they learned in an organisation they work for, the outcome of the individual's personal values.

    Opportunity

    Another factor that may shape ethical decisions in marketing is opportunity that is

    conditions that limit barriers or provide rewards

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    Marketers who takes advantage of an opportunity to act unethically and is rewarded or

    suffers no penalty may repeat such acts as other opportunity arise.

    For example a sale person who receive raise after using a deceptive sales presentation toincrease sales is rewarded, it is very possible for the sales person to repeat the unethical

    behaviour

    Ethical issues are usually identifiable problems, situations or opportunities that require an

    organization or individual to select an action that can be evaluated as right or wrong.

    Ethical issues can vary greatly from one country to the next so the marketing team mustbecome familiar with what the issues are and how they can impact the organization or

    individual. As the world works to become a global market, society as a whole has

    become concerned when dealing with ethical values that have been adopted by many

    businesses. Solid marketing research will help businesses stay on track and maintain theirethical values. Many organisations have formal codes of ethics for their employees that

    identify specific acts as unethical behaviour however, determining what is right and

    wrong can be extremely difficult. A common ethical dilemma might be the over billing of

    clients. If faced with such a dilemma the first step is to assess the severity of the situation,then speak to others employed longer than yourself for an understanding of common

    practices. The next step would be to discuss your grievances to a contact person such as aunion delegate, supervisor or counsellor and consider your future in their organisation.

    The outcome of your discussion would constitute whether to continue working for the

    organisation. Ethics and social responsibility require a total corporate commitment. It is

    the responsibility of management at a higher level to set the example to create anenvironment that not only encourages and rewards ethical behaviour, but which also

    makes anything less unacceptable. For young and inexperienced executives ethical

    guidelines can be valuable in helping them resist pressure to compromise personal andcompany ethics in-order to move up in the organisation. One simple but effective

    approach is to answer the following questions;

    1. Would I do this to a friend?2. Would I be willing to have this done to me?

    3. Would I be embarrassed if this action were publicised nationally?

    4. Is the action sound from a long-term point of view?One example of an ethical dilemma might involve a large company marketing its product

    in a misleading fashion to the naive, vulnerable and uneducated groups of society. This

    unethical behaviour clearly contradicts the four questions listed above. As a marketing

    executive in such a position one will have to create new incentives and a new marketingprogram not exploiting the lower socioeconomic groups in society.