Question

Marketing Ethics Essay

Assignment: Write a 1000 word paper on the topic of marketing ethics- it could be related to ethical issues in product, pricing distribution, promotion and marketing research. You need to use a relevant framework to help develop your ideas/arguments.

Will be graded on: 1) Understanding marketing ethics 2) Application of relevant framework in the analysis 3) Critical analysis of the ethical marketing issue(s) 4) Providing suggestions.

Starting to write this later today- does anyone have any tips of best to attack this? e.g. a good area of marketing ethics to focus on/which framework to use etc.

And any other general tips for doing well one this!

Any help would be appreciated, Thanks!

Answer 1

Business Ethics, as the term clearly denotes, is application of moral principles and behaviour within corporations and businesses, and their implementation in every decision and action undertaken by them. Morality and ethics is of paramount importance within the corporate environment, considering the massive cascading effect and the widespread influence of actions and decisions of some corporates, on not only their large employee base, but also upon society as a whole. It can effectively impact in a major way or ruin, thousands of lives, with a single immoral decision or unethical action

Marketing is an important process within the organisation as it controls directly the communication of the organisation with the consumer and the external environment. Considering the fact that the major aim of the marketing department is maximization of sales with achievement of tough goals being the most important motivating factor, values and ethics can easily be sacrificed unless the tone at the top clearly exhibits its stringent ethical stance through policy implementation, with strict action against any transgressors.

Marketing consists of communicating detailed information of the products or services of an organisation to the consumer and external world. An ethical stance requires that such representation be honest with clear detailed information of the product features also mentioning the negative impact that the use of a product or service could have with ample warning. Providing clear and detailed information is one part of ethical marketing with the other being marketing of products or services which may themselves be unethical. Products which have been manufactured with an ethical processes such as processes which result in great harm to the environment and disruption of ecological balance, utilisation of materials which may be harmful to the consumer such as Paints and Chemicals, pesticides etcetera, marketing of stolen and refurbished goods. Marketing of services such as child pornography, hunting endangered animals, prostitution, illegal drugs and substances presents the darkest side of marketing. However, these services are marketed with clear solicitation of individuals to engage them to avail the facility.

Marketing is mostly achieved through promotions and advertisement which are targeted specifically at the reptilian brain in human beings which is always concentrated up on self gratification, self preservation and self propagation. this part of the brain is more responsive rather than analytical and certain visual cues activated to desire and attain the object that it focuses on. Companies spend billions of dollars on advertisement and endorsements for marketing campaigns which send a visual message targeted at the reptilian brain to engage the target audience bye presenting the product as an option providing the maximum reward with minimal punishment. This may be depicted bye using famous models or strong desires common in the target audience but difficult to achieve such as a well toned and strong physique among young men. A Deo spray advertisement may have a visual of an overweight young man transforming into the dream Greek God after using the spray. Definitely does not make sense and every rational and reasonable individual realises that is impossible to achieve the perfect body by using a particular deodorant. However, the reptilian brain functions differently and sees the reward as the product having the capability to help achieve the dream it cannot rationalize. Companies identify such dreams and needs and use them by exploiting emotions which trigger a strong response through engagement. The reinforcement sensitivity theory is established at people respond to visuals of situation based on their emotions and pray and this is the basis for emotional branding which comprises appealing to the emotional state of a consumer especially the needs and aspirations for leveraging the features of the psyche which will engage them and convert them into consumers or long-term loyalists. this is enhanced by stressing on the value perception for fulfilling the name in the best possible way by addressing the secondary and tertiary requirements arising out of the basic needs. Companies need to implement ethics within advertisement and promotion by avoiding exploitation of emotions of individuals and being socially sensitive and compassionate in considering the impact of the communication upon individuals especially young children who have extremely vulnerable minds. Using emotional triggers which can create perception through various sentiments of increasing self worth or self belief of fulfillment of a deep desire of the individual which may be unrealistic and impossible to achieve should be avoided. Advertisements are as over the top as products and services in the present global environment with consumer needs touching the sky. Ethics seems to take a backseat especially with advertisement and promotion of products and services the proof being clearly visible with scantily clad women, unhealthy fast food with promise of heaven and utopia being fired at us from every possible medium. To bite or not to bite that apple is the option we are free to exercise. Let us abstain to sustain. Shut down our reptilian brain while making purchases.

Companies and governments are realising the importance of implementing ethics and values within businesses and related products and services and processes such as marketing. With corporate social responsibility and environment friendly becoming the buzzwords in the corporate world for creation of a people friendly image conveying empathy and compassion, companies have started being more responsible towards consumers and Society rather than blindly indulging in maximization of profits. Companies which have Global presence have understood the importance of corporate social responsibility and integrated it within the business activities. Most Global organisations adopt fair trade or environmental sustainability initiatives along with development of organisational philosophy that provide adequate representation of its obligations and responsibilities towards the communities they impact and the earth as a whole. Corporate social responsibility has also become important due to the awareness generated within society due to the advancement in communication technology leading to extensive social networking connecting People across continents. This has resulted in companies becoming extremely conscious of the image of the organisation as well as the brand and has led them to adopt practices which help in enhancing the image of the organisation as being socially responsible and compassionate to the needs of society.