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Marketing Ethics - Research Paper Example
Author : kutchdavion
Pages 6 (1506 words)
Marketing Marketing Ethics There has for long existed moral condemnations of marketing, even before marketing came into being a field of study. The past few decades experienced a remarkable increase in ethical concern…
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 actions diverge from the established principles, the exchange practice can collapse, resulting in consumer frustration, lack of reliance and law suits (Arnold, 2009, p. 113). An ethical issue is an identifiable dilemma that necessitates an organization or individual to decide amongst numerous procedures that must be assessed as wrong or right (Pride & Ferrell, 2011, p. 104). Any time an activity causes marketers or consumers in their target markets to feel manipulated or cheated; a marketing ethical situation exists, despite the legality of the activity. Ethical issues in marketing arise from product, distribution, promotion, and pricing issues. Target marketing ethical issues The concept of segmentation and target marketing has been on the increase in the contemporary world. ...