Unfortunately, such is not always the case. A few problems arise when one tries to make an ethical decision, especially as a leader.
Fundamental issues in the ethics of marketing[ edit ] Frameworks of analysis for marketing Possible frameworks[ edit ] Value -oriented framework, analyzing ethical problems on the basis of the values which they infringe e. Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists e.
None of these frameworks allows, by itself, a convenient and complete categorization of the great variety of issues in marketing ethics Power-based analysis[ edit ] Contrary to popular impressions, not all marketing is adversarial, and not all marketing is stacked in favour of the marketer.
For an example of cooperative marketing, see relationship marketing. Power may be concentrated with the producer caveat emptorbut factors such as over-supply or legislation can shift the power towards the consumer caveat vendor.
Identifying where the power in the relationship lies and whether the power balance is relevant at all are important to understanding the background to an ethical dilemma in marketing ethics. The position is based on the argument that marketing necessarily commits at least one of three wrongs: The victim of marketing in this case is the intended buyer whose right to self-determination is infringed.
Causing harm to competitors. Excessively fierce competition and unethical marketing tactics are especially associated with saturated markets.
The victim in this case is society as a whole, or the environment as well. The argument is that marketing promotes consumerism and waste.
Specific issues in marketing ethics[ edit ] Market research[ edit ] Market research is the collection and analysis of information about consumers, competitors and the effectiveness of marketing programs. It is used to establish which portion of the population will or does purchase a product, based on age, gender, location, income level, and many other variables.
This research allows companies to learn more about past, current, and potential customers, including their specific likes and dislikes. Invasion of privacy As companies conduct research they also come into contact with confidential and personal information, which comes with a level of risk for both the business as well as the individual.
Therefore, companies are provided with critical information, which they must not take advantage of but use in an ethical manner. Portraying an ideal body, weight or physical appearance can have potential harmful effects on the individual such as low self-esteem issues or anorexia.
Good marketing is ethical marketing, it is about pleasing and developing a strong relationship with customers in a caring manner by not primarily only focusing on achieving results in order to generate profit.
People affected by unethical market research: Public Client Researcher Approaches to privacy can, broadly, be divided into two categories: If some companies are not sufficiently respectful of privacy, they will lose market share.
In a consumer protection approach, in contrast, it is claimed that individuals may not have the time or knowledge to make informed choices, or may not have reasonable alternatives available. However, if conducted irresponsibly, stereotyping can lead to a variety of ethically undesirable results.
In the American Marketing Association Statement of Ethics, stereotyping is countered by the obligation to show respect "acknowledge the basic human dignity of all stakeholders ".
Excluding potential customers from the market: Targeting the vulnerable e. Examples of unethical market exclusion  or selective marketing are past industry attitudes to the gay, ethnic minority and plus size markets. Contrary to the popular myth that ethics and profits do not mix, the tapping of these markets has proved highly profitable.
Children are a lucrative market: At older ages competitive feelings towards other children are stronger than financial sense. The following is a select list of online articles: How young is too young?Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.
Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics. Business ethics as summarized by is a form of applied ethics that examines the ethical and moral principles and problems that arise in a business environment.
It is the written and unwritten code of principles and values, determined by an organization’s culture, that govern decisions and actions within that organization. Ethics are the moral principles and values that govern the actions and decisions of an individual or group. RIGHT WRONG They serve as guidelines on how to act rightly when faced with moral dilemmas.
View Notes - Chap 4 from UOIT U at University of Ontario Institute of Technology. Chapter 6 Ethics and Social Responsibility in Marketing Ethics are the moral principles and values that govern.
A set of moral principles or values that govern behavior. A Code of Ethics is; A document that outlines the principles of conduct to be used in making decisions within an organization.
Moral principles that govern a person's or group's behavior. Morals Concerned with the principles of right and wrong behavior and the goodness or badness of human character.