Marketing Ethics: Psst! Have you heard?

Marketing Ethics: Psst! Have you heard? Coursework example
High school
Coursework
Marketing
Pages 4 (1004 words)
Download 0
Marketing Ethics: Psst! Have you heard? 1. What are the ethical issues in relation to stealth marketing? Ethics can be defined as moral principles and values which an individual, an organization or any other entity display through their conduct (Smith et al, 1992). In the case of stealth marketing, Sneeze, a marketing agency which was hired by Premiership football club, deemed it ethical if it planted paid actors in different pubs and bars located around the ground to promote the text subscription of the football club…

Introduction

He nevertheless does not understand that the subscriptions were promoted through lies which the football fans were fed. With the lies and in retrospect of the scenario presented by the actors who were posing as football fans, the text subscription service was promoted. The true essence of ethical marketing is to use the tools of marketing and promotion in a creative way and not to exploit the consumers. Stealth marketing mars the true spirit of marketing as the consumers are exploited without them being aware of something being promoted. Goodkind also goes on to say that it is okay for Sneeze to build a promotional campaign based on lies as there are already a lot of unethical practices happening in the field of marketing. However, this cannot be an excuse as each marketer and each individual must be responsible for his/her own actions. Moreover, Stealth Marketing hides the true essence of the value of a brand which should be promoted. ...
Download paper
Not exactly what you need?

Related papers

Marketing Law and Ethics
Organizations today have to adhere to the minimum environmental and ethical standards while conducting their operations locally or globally (Schlegelmilch, 1998, p.7). The project seeks to present some of major ethical issues faced by organizations. In this context the case of British petroleum oil spill would be considered and the various CSR that the organization undertook thereafter. The…
Marketing Ethics
Pride and Ferrell (2012, p. 104) describe marketing ethics as a dimension of social responsibility that involves principles and standards that delineate satisfactory behavior in marketing. Marketers should be careful and conscious of moral principles for tolerable behavior from numerous stand points such as the industry, company, consumers, society, and exceptional interest groups. When marketing…
Ethics in Marketing
The necessity for ethics in marketing research is; thus quite evident. This paper will examine the issue of ethics in marketing research noting the significance of ethics in all processes involving marketing research. Ethical behavior is a vital component in marketing research since marketing research directly controls the realization of strategic decision making in businesses. Businesses rely on…
Ethics in Marketing
The FSAI - Food Safety Authority of Ireland - carried out tests on a variety of salami and beef products whose expiry dates were from June 2012 to March 2014. Of the 27 meat products examined, 37 percent had positive horse DNA and 85 percent had positive pig DNA. Of 31 meat sample products tested, 21 samples were proved to have pig DNA; however none was found with positive horse DNA. 19 salami…
marketing ethics
The UK Co-operative bank is a perfect illustration of a business that endeavours to observe ethical principles that are dependent on the ethical practices that in which their consumers believe. The activities of businesses will always positively or negatively affect the surrounding environment and thus the community. Business operations predictably result in social as well as ecological…
Marketing Ethics
Nestle is now the world's largest food company, and followed by Kraft Foods, Unilever, and PepsiCo. These companies follow textbook rules when it comes to marketing strategies, which is usually defined by the so-called 4Ps, which are product, price, place, and promotion. This is the guide to help them develop customer relationship to instill loyalty and prevent product switching. Marketing experts…
Ethics of Marketing
It articulates the code of ethics in various marketing functions, with this paper seeking to articulate ethics in marketing as concerns market segmentation, marketing research, product management, pricing, distribution, advertising and personal selling. Ethics in marketing arises when there exists a feeling that an action by a marketer could be judged as morally inappropriate, but it must be…