...Headline: Ethical Marketing Defined !1 Ethical Marketing Defined Professor ! ! ! ! ! ! ! ! ! ! September 13, 2014 ! Presented by Student: M.D. ! ! ! ! ! ! ! ! ! ! ! ! ! !2 ! Ethical Marketing Defined Ethical Marketing Defined Ethical marketing practices equate to a long-term plan of retention, sales, and consistently contribute towards a trust-worthy brand. With new technologies, consumers have become more willing to conduct research around a product or service that they are interested in buying, especially when the exchange value increases (Lamb, C. W. et al., 2014). Think about the last time you went out and purchased an item over $100 did you do a little research on the Internet before handing over your hard earned cash? Well, you’re not alone. General Electric released a recent study that stated 80% of people begin their purchase of a product or service by researching it online prior to stepping foot inside a store (Abel, D. and Williams, C., 2013). As a result, it is important for marketers to identify and relate to ethical marketing practices, avoiding the misrepresentation of brand, price positioning, and/or organizational values. In the statement of the American Marketing Association it gives a clear guideline of conduct amongst professionals that participate in this area of practice. AMA teaches marketers to act in a responsible way in an American society, not causing harm, breaking trust, nor act unethically in our dealings with one...
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...Analyzing Ethical Issues in Marketing Kari Bertrand MKT/554 November 11, 2013 Sandra Payne Analyzing Ethical Issues in Marketing There are three areas of ethical concerns for marketing flavored cigarettes. The first concern is the marketing to younger consumers or minors, that are not legally able to purchase tobacco products, (Layton, 2010). The second is the ban on favored cigarettes other than menthol, but there is no ban in regard to flavored cigars or blunts. The third and final concern is the marketing company’s responsibility to their contractual obligations with The Exotic Smokes Company. These three concerns are essential to the success of the marketing strategy and plan. The Target Market There is a ban that prohibits the advertising and selling of tobacco products to minors. The Exotic Smokes Company wants to reach a demographic that is perilously close to the ban of advertising to minors. The marketing has to be specific targeting the college age consumer or young business professionals to avoid costly litigation. Ban on Flavored Cigarettes The marketing company must advise the Exotic Smokes Company as to the ban on flavored cigarettes. The marketing company must not advertise a banned tobacco product. With full knowledge that the product is in direct violation and continuing to market the product is unethical and will potentially open the marketing company up to litigation. The marketing company is ethically obligated to discuss the Exotic Smokes...
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...Ethical Considerations in Marketing Research There are many ethical considerations taken into account when performing primary research. In specific, the most important factor is the rights of the respondent. The issues concerning respondent’s rights which the marketing researcher should keep in mind while performing his job are as follows (Kimmel & Smith, 2001): 1. The information collected relating to the marketing research from a respondent should not be abused for any other purpose. In order to prevent this, the staff conducting the marketing research must be selected carefully. 2. Harassing or forcing respondents to participate in survey or answering certain questions on the questionnaire is not good professional practice. Instead, the researcher should explain why the particular question is necessary, and leaving it to the respondent to consider if he/she wants to answer them. For instance, questions relating to income of the respondents are always regarded with anxiety, and an explanation may be given before asking the question as to why it is necessary. 3. Researchers should sustain anonymity of respondents. Sustaining anonymity minimises respondent’s anxiety and decreases the fear of losing social status. If a firm breaches anonymity, it will negatively affect the firm’s credibility, reputation and public image. “The respondent is viewed as a loser, while the client pays a toll in terms of higher costs such as possible legal actions and a damaged reputation...
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...The Legal and Ethical Considerations of Marketing in America Winfred Muthusi Grand Canyon University: BUS-340 11/ 06/ 2014 Introduction It is very important for organizations to be ethical in all their transactions. This fosters trust from the society as a whole and good performance from the company. To add to that companies have to be very straight forward without engaging in any illegal acts. As much as being ethical and honest is what is expected from companies, there are many that do not value this two rules especially when it comes to marketing and selling their products to consumers. Ethical Issues in Marketing Ethics are moral guidelines that govern good behavior. The US government requires every company to be morally upright in everything they do especially when it comes to transactions with customers. When it comes to marketing a product or service, most companies are more concerned about the results than the process. Following ethical values such as Honesty, Fairness, Responsibility, Transparency and Respect has become quite rare especially in this day and age where competition is so high. Furthermore, things are continuously changing and before a consumer forms an attachment to one product or service something ‘better’ comes out in the same market. Each marketing decision leads to a set of expectations from customers. For example when it comes to direct marketing, customers expect the product or service to be exactly how it’s presented on TV commercials...
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...Ethical issues and considerations in Marketing Research 1. Information or data collected from respondents should not used for any other purpose or for any other research work. In this case the researcher plays crucial role and he can assure respondents about security of the opinions and information given by respondent. 2. Researcher should not force any respondent for answers. Researcher can explain the importance or necessity of answer of that question for research work, but he/she should not make compulsion or impel respondents to answer a particular question. 3. Protection of data or confidentiality of data Researcher or research organization should protect data properly. They should keep confidential data or information very safe and secure. Any client or outside person should not access confidential and important data from organization. 4. In case of personal or sensitive questions, researcher should give time to respondents to think about it, and refuse to participate in study. Researcher or trained staff of appropriate sex can be used to reduce embarrassment cause. For example, suppose questions are related to female product, then it will be better to select female staff to do the research. 5. Proper, Unbiased and accurate information collection Marketing researcher should collect accurate information and report to the research organization & client without any bias. The American Marketing association has established code of ethics i.e. principles of ethical...
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...Research Methods Project Report Ethical Concerns of Marketing towards Children Submitted to: Fatima Saman Qaisar Date: 30th November, 2013 FAST School of Business National University of Computer & Emerging Sciences Acknowledgements Thanks to Allah-The Almighty who helped us in completing this tremendous task. Then we would like to offer our very special thanks to our respected instructor, Miss Fatima Saman Qaisar, whose constant and untiring support helped us at every stage of the project. Without her devoted and sincere assistance, we would never have been able to complete this project in an organized way. Last but not the least, we would also like to offer our thanks to our parents and our friends who supported us at every stage of completion of this task. TABLE OF CONTENTS List of Tables iv Executive summary 1 Introduction 2 Background 2 Consequences 2 Research Problem 3 Significance of the study to practice and to the wider academic world 4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography...
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...Ethical Issues Affecting Each Component of the Marketing Mix Ethical issues in businesses among other related issues like conflicts or success revolves around relationships. In today’s business world, it has become inevitable to built strong and effectives between all the key players in businesses (Carroll et al 403). The board of directors in every business has the mandate of giving direction and oversight making sure that the business does not stray from its course and remains relevant in achieving its objectives in a socially acceptable, legally acceptable and ethical manner. In many instances of unethical business conduct, there exists a certain degree of compliancy and knowing corporation which acts to perpetuate the acceptance of such conduct. Importantly, most ethical issues come into existence due to conflicts in belief patterns and value conflicts regarding what is wrong or what is right. This occurs because ethical standards are a derivative of deeply-rooted personal believes and societal morals which may not be universally agreed upon. The elements of the marketing mix are important aspects of the business which can be evaluated in the light of ethical issues. Marketing mix encompasses all the major areas of decision making affecting the marketing process and when carefully blended, desirable results for the organization are obtained. As marketing managers make decisions about the overall process of marketing, they have to consider the specific elements...
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...Ethical Marketing In the ever-increasing world of gaining a competitive advantage through marketing, companies must find ways to communicate their message in an ethical manner. By maintaining a high level of ethics and a sound commitment to corporate social responsibility, companies are can grow respectable brand images in their efforts to build brand reputation. One such company in the insurance industry is AFLAC. Understanding and applying the six pillars of the marketing code of ethics enables companies like AFLAC to grow a better business and a bigger bottom line. Maintaining this competitive advantage in the insurance industry also requires AFLAC to be ever more diligent in exploring new opportunities for green initiatives and philanthropic commitments. Company Background AFLAC is not a typical supplemental insurance company. “AFLAC products have given policyholders the opportunity to direct cash where it is needed most when a life interrupting medical event causes financial challenges” (Aflac, Incorporated, 2009, p. 1.). The company has increased historically annual dividends for more than 26 years and is a Fortune 500 company. The company has built a recognized reputation for ethical business practices in its industry. “AFLAC has been recognized by Ethisphere magazine as a World’s Most Ethical Companies for seven consecutive years” (Aflac Incorporated, 2013, p. 1.). Business media consistently rates the company as one of the most admired businesses for which to work...
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...[pic] Photograph Google.com Images Our New Brand Strategy Student: Ray Vance Professor: Dr. Karen Mountain Course: Marketing Management (MKT 500) Date: Sunday, May 17, 2015 OUR BRAND STRATEGY- (NAME, LOGO, SLOGAN AND PRODUCT EXTENSION) Well, here we are again at SOMETHING4EVERYONE® Http: www. SomeThing4 Everyone.com. Tom Simmons, our CEO just informed me that he wants a brand strategy, that will not only express our mission statement (Atom Content Marketing, 2009), and target goals, yet he wants something powerful enough, so that our customers can identify and understand, just how and why they should choose the SomethingForEveryone company first. That is, well before even thinking about trying to select any other company, even if they can do the same things that we do. In other words, draw out all of our strong points, versus the competition's weaker ones, and also instill a sense of urgency so that they want to act now. Since we are an everything type of store, we wanted an affinity to connect all of our associations, with something that was easily recognized in a familiar sort of way. Furthermore, as well as find a method, to instantly tie our company name with reliability, quality, trust worthiness, as well as an old world feel, that our vendors, partners and customers alike, would respect and appreciate. Hence, we chose the Alice in Wonderland party Theme, complete with the Mad Hatter, Alice and all the other zany characters to act as an Avatar,...
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...Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property Amanda Terry Professor: Dr. Michael Hanners LEG 500- Law, Ethics, and Corporate Governance March 12, 2015 Introduction John, a former research employee at PharmaCare pharmaceuticals, asked my law firm to represent him as a client. He expressed his concerns about his involvement with PharmaCare’s top-selling drug AD23. John and his team of pharmacists discovered that the drug could slow down the progression of Alzheimer’s. Therefore, his team reformulating the drug to maximize the effect of the drug without the approval from Federal and Drug Administration. In this paper, I will evaluate three ethical issues relating to marketing and advertising, intellectual property, and regulation of product safety, as well as, analyze whether PharmaCare violated any of the issues in questions. I will argue the pros and cons of Direct-to-Consumer (DTC) Marketing by drug companies. I will determine which parties were responsible for regulating compounding pharmacies under the current regulatory scheme. Also, the actions that either party, or the FDA could/ should have taken in this scenario; whether PharmaCare could face legal exposure surrounding its practices. I will analyze whether or not the PharmaCare used U.S. Law to protect its own intellectual property, and if John (the client) has any claim of being the true “inventor” of AD23. I will present at least three ways the company could...
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...In our society, we as consumers are continuously being bombarded by advertising ads on T.V and billboards and highways to promote the latest product. A user isn’t always looking at the product or reading product safety warning on the labels; they are only looking at who and what athlete and movie star promotes this latest product. For example, Pepsi, and always uses high profile athletes or famous people to promote its product. These ads provide a sublime message. These Ads are gear to get the consumer to buy their product. In order for me to be like LeBron James, I have to drink Gatorade. There has been a major shift over the last couple of years in product safety. According to Chandra, “product safety has become a major problem for businessmen, consumers and the government” (Chandran, 1979). Advertising can be both influential and persuasive. It presents an issue of product safety. The Consumer Product Safety Commission threatened to ask Congress to give it greater authority. Advertising is protected under the First Amendment, but there has to be limits. “While advertising does not directly contribute to all product related accidents, it does, inadvertently, have the power to promote unsafe behavior” (Chandran, 1979). Advertising indirectly contributes to the problem of consumer product safety. “Advertisers and advertising agencies should therefore do more to educate consumers in a safe and prudent use of products that are potentially hazardous for several reasons” (Chandran...
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...Running Head: Gender selection and ethical marketing Gender Selection and Ethical Marketing Unit 4 Assignment MT330 International Marketing Kaplan University Christina Olson October 16, 2011 Soft glow of the skin, feelings of butterflies in the stomach, and countless days of pampering and love; this is what pregnancy should be like. Expecting mothers should be joyous about the wonderful life that they are caring. Medical technology advancement has made the ability of planning for new born babies easier by the use of ultrasound machines. Currently ultrasound machines are produced by many different companies, one of them being General Electric. Ultrasound machines were first used to test the distance between two areas. During the 1950s these machines were used by doctors to identify masses in the human body such as tumors (Barfee.net, 2011). General Electric designs their ultrasound machines with the women’s body in mind, to be with her every step of the way from pre to post pregnancy (GE, 2011). This company is taking strides to ensure that all women are being looked after with the best technological advancements possible (GE, 2011). They have developed portable ultrasound systems which help to provide medical capabilities to all those in need at any location imaginable. In China the easy accessibility of GE’s ultra sound machines has become more of a negative effect than a positive one. Since the pass of China’s One-Child Policy, many women wanted only...
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...In our society, we as consumers are continuously being bombarded by advertising ads on T.V and billboards and highways to promote the latest product. A user isn’t always looking at the product or reading product safety warning on the labels; they are only looking at who and what athlete and movie star promotes this latest product. For example, Pepsi, and always uses high profile athletes or famous people to promote its product. These ads provide a sublime message. These Ads are gear to get the consumer to buy their product. In order for me to be like LeBron James, I have to drink Gatorade. There has been a major shift over the last couple of years in product safety. According to Chandra, “product safety has become a major problem for businessmen, consumers and the government” (Chandran, 1979). Advertising can be both influential and persuasive. It presents an issue of product safety. The Consumer Product Safety Commission threatened to ask Congress to give it greater authority. Advertising is protected under the First Amendment, but there has to be limits. “While advertising does not directly contribute to all product related accidents, it does, inadvertently, have the power to promote unsafe behavior” (Chandran, 1979). Advertising indirectly contributes to the problem of consumer product safety. “Advertisers and advertising agencies should therefore do more to educate consumers in a safe and prudent use of products that are potentially hazardous for several reasons” (Chandran...
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...REPORT ON THE ETHICAL ISSUES INVOLVED IN MARKETING RESEARCH BASE ON THE CASRO CODE OF STANDARDS AND ETHICS FOR SURVEY RESEARCH The Council of American Survey and Research Organizations (CASRO) were founded in 1975, which represents over 300 companies and market research operations in the United States and abroad. The philosophy of CASRO is to “require their members to adhere to the CASRO Code of Standards and Ethics for Survey Research, a tough, internationally-cited set of standards which has long been the benchmark for the industry. The Code has been organized into sections describing the the responsibilities of a survey research organization to Respondents, Clients and Outside Contractors and in reporting study results”. Here in this report, the writer would like to focus on the ethical issues that research firms often violate, and has denied to follow the Code of Standards and Ethics from CASRO. The three popular ethical issues are presented and discussed below. There are four main responsibilities in the CASRO Code if Standards and Ethics: Responibilities to Respondents, Responsibilities to Clients, Responsibilities in Reporting to Clients and the Public, and Responsibilities to Outside Contractors and Interviewers. However, the writer of this report will focus mainly on the Responsibilities to Respondent as the ethical issues of this part are now dramatically increasing. In the Section 3 of Part A – Confidentiality belong to I.Responsibilities to Respondents (CASRO...
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...decision making process, urged these moral value to be taken seriously into consideration not only because these ethical rules express to managers and employees the position to take when acting or deciding on behalf of the firm, but also the company`s image depends on the level of honesty, fairness, and integrity within the firm`s corporate culture. Therefore, it is in the company`s best interest to embrace moral and ethical norms not only to build trust and good relationship between the firm and its stakeholders, but also for social responsibilities concerns. Therefore, the firms` marketing professionals must take all the measure to act as ethically as possible because, the company`s marketing strategy express the voice most stakeholders are concerned about. Keywords: marketplace, business, ethics code of ethics, transactions, concern, decision making process, moral values, image, honesty, fairness, integrity, firm, corporate culture, trust, stakeholders, social responsibilities, marketing, professional, strategy. Introduction Being part of the US Department of Health and Human Services (HHS), the Food and Drug Administration (FDA) was established in 1930 and had mission to be guardian to consumers for their safety and well-being, when it comes to use products in the marketplace manufactured by companies. It gave responsibility to those in charge of the company`s marketing department to give to the public a clear and correct picture of material facts or information about the firm`...
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