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Name: Title: Course: Tutor: Date: Ethics of Marketing Introduction Ethics refer to moral principles and values which govern an individual’s or group’s actions and decisions. These act as guidelines on appropriate action in a situation of moral dilemma.
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 observed for the success of any organization. In market segmentation, marketers face the dilemma of promotions among children, a market segment they cannot ignore based on the potential it poses: Pride and Ferrell (2013) indicate that in the US, this market segment presents an over $25 billion market. For the older ones, the concern would be in the content of certain products like video games or the degree to which such children could be susceptible to provocative fashion. This dilemma also extends to the older consumers in their 80s and above, whose decision making capabilities would be considered as unstable. As such, marketing to them could be unethical due to their vulnerability to fraudulent sales of vacation packages, financial services and similar products. ...
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