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Marketing Ethics - Research Paper Example

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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 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. Market promotion and targeting can generate moral matters in a multiplicity of ways, among them forged and deceptive adverts and controlling sales advertising and targeting a market segment (Moore, 1990, p. 45). Marketers have fragmented consumer markets resulting to increased need for focused target marketing. Despite the role of recognizing and fulfilling customer wants, more target marketing has come with augmented denigration. Though target marketing is widely regarded as the embodiment of marketing conception, it has in certain cases been disparaged as unethical (Smith & Cooper-Martins, 1997, p. 1). Particularly, widespread media focus has been dedicated to the aiming of grown-up customer sections referred as susceptible with manufactured goods mulled over as damaging. This disapproval of targeting has engrossed merchandises such as weight loss items, furniture, fast foods, contraceptives, and lottery tickets. Case: RJR’s Uptown and Dakota Cigarettes This case is about a cigarette company whose new product introductions were terminated impulsively. This is not because they failed to achieve reception and approval with their target markets but because of controversy over their targeting. In 1989, RJR Tobacco Company publicized its arrangements for Uptown, a cigarette proposed to please Black American smokers. The companies were seeking new consumers for the tobacco revenues were acutely dilapidated (Smith & Cooper-Martins, 1997, p. 2). During this period, 29 percent of all the adults were smokers with 39 percent being blacks. A market research conducted by the company indicated that a majority of Black Americans preferred menthol and that most of them would favor Uptown’s menthol. The company put up advertisement on the new product to be launched into the market which targeted the Black American Race. The adverts suggested glamour, night life and high fashion. Unfortunately, Louis W. Sullivan, a black Health and Human Services Secretary, attacked Uptown cigarette and charged that the brand is scathingly and intentionally targeted towards Black Americans. Sullivan asserted that the brand only put up deceiving information of the effects of the cigarette while, in the real sense, the cigarette would bring about ...Show more


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…
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