Headline: Ethical Marketing Defined

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Ethical Marketing Defined Professor

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September 13, 2014

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Presented by Student: M.D.

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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 another from within or outside of an organization’s infrastructure. Having such a guideline can create checks and balances to help marketer’s measure if their plans or actions are in best interests of consumers, investors, vendors, and employees alike. The AMA Statement of ethical norms and values helps foster conversation in the areas of honesty, responsibility, fairness, respect, and