...fields of marketing, politics health and sports just to mention a few. In essence, scientist and journalist are trying to present the world to the ordinary citizen in terms of data. Therefore, one is left to wonder how this vast amount of data is analyzed. In addition, what models are being used to analyze such data and what is their accuracy. More so what assumptions are made when analyzing the figures? When these factors are keenly considered, there emerges an ethical issue that surrounds the whole process. For example, are the figures being used to forecast or tell the true position of an issue or are they being used as tolls to manipulate people. Advertisers and users of advertisements have embraced on the help availed by the use of big data tactics. A good illustration to this is the campaign teams’ especially for political career. Many politicians have found the use of opinion polls helpful because they are able to manipulate them. In such a case, the users of such polls (voters) are deceived to believing that a given candidate is well ahead of other opponents (Fahy 1-2). To conclude, the role being played by big data tactics is enormous and helpful to advertisers or sellers. However, when used for personal gain thus hiding the true position of any issue it turns to be unethical. It deprives off the citizens their freedom of choice and liberty to make sober judgments. In the case of political advertising, it denies the citizens their right to democracy. Opinion-Leader Campaigns ...
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...Outline 1. Trust is so important in creating effective ethical leadership 2. The sense of fair treatment within groups of people 3. Marketing, advertising and ethics interplay the idea of subjective and objective evaluation 4. The issue of bribe in proper ethical leadership 5. Summary 1. Trust is so important in creating effective ethical leadership Leaders are the most important and powerful influence on the culture of an organization and are responsible for creating credibility and trust. It is obvious that employees contribute more when they are working for something they believe in. From my observation, I found that if a leader cannot earn the trust and credibility from his team, he might lose his team at the end. Great leaders, like great companies and countries, create meaning, not just money. My industry must satisfy consumers’ expectations. The ends are the very reason for existence of the enterprise. At the same time, the means by which they achieve those ends are increasingly important. When employees have no clear picture of the moral or ethical stance of the organization, they tend to operate at the lowest perceived level. 2. The sense of fair treatment within groups of people Regarding recruitment, good organization should identified two major areas: • Diversification of sourcing to have access to a broader range of profiles • Objectifying the recruitment process to ensure fair selection Diversity is in our DNA and lies at...
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...Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics. Contents 1 Fundamental issues in the ethics of marketing 1.1 Frameworks of analysis for marketing Possible frameworks 1.2 Power-based analysis 1.3 Is marketing inherently evil? 2 Specific issues in marketing ethics 2.1 Market research 2.2 Market audience 2.3 Pricing ethics 2.4 Ethics in advertising and promotion 2.4.1 Content 2.4.2 Delivery channels 2.4.3 Deceptive Advertising and Ethics 2.5 The use of ethics as a marketing tactic 2.6 Neuromarketing ethics 2.7 Marketing strategy 2.8 Further issues in marketing ethics 3 Regulation and enforcement 4 See also 5 References 6 Bibliography 7 External links Fundamental issues in the ethics of marketing[edit] Frameworks of analysis for marketing Possible frameworks[edit] Value-oriented framework, analyzing ethical problems on the basis of the values which they infringe (e.g. honesty, autonomy, privacy, transparency). An example of such an approach is the AMA Statement of Ethics.[1] Stakeholder-oriented framework, analyzing ethical problems on the basis of whom they affect (e.g. consumers, competitors, society as a whole). Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists (e.g. research, price, promotion, placement). None...
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...Running head: MARKETING: ETHICS IN ADVERTISING Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics relating to advertisement is an interesting subject to explore the problems within and to arrive at a mitigate plan. The project is divided into three stages, the first stage is to identify and define the problem. In this stage the team identifies different situations, issues and potential problem leading to unethical practices in advertisements. This will help the team to define the problem based on situation and scenario. The second stage of the project is to explore various solutions that may keep advertisements within ethical limits. Preliminary part within this stage is to identify an ideal situation for ethical practices and then explore for solutions based on the result. Each team member provides different solutions as this will...
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...Gloryanna Diaz Professor Sailer Ethical Leadership Assignment In today’s society people are becoming more accepting and welcoming. As a young business women going into the field of Marketing and Advertising, I have noticed that business leaders are being faced with much ethical dilemmas. For example, Nike and their decision to drop their endorsement deal with Manny Pacquiao. Mr. Pacquiao publicly announced his position against gay activity and compared homosexuals to animals, Nike came to the conclusion to stop all endorsements. Even after Mr. Pacquiao apologized for his words on Twitter, Nike stood behind their decision. This is a big deal for Nike because they do not have the best record of handling athletes who are involved with scandals. After Tiger Woods scandal Nike released an ad campaign featuring Woods comeback. Also, Kobe Bryan kept his deal with Nike even after his sexual assault charge in 2003. Nike was valuing money, and making lots of it of off their negative endorsers scandals. They had one goal and one goal only, and that was to make money. They used their referent and legitimate power to convince people that promoting the scandals of their athletes was a money making marketing strategy. Being the top dogs in their industry and having one of the best marketing tactics there are, Nike took full advantage and got away with this negative endorsements. They were trusted and respected as leaders and gained referent power through out the years, making it difficult...
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...Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property Name: Hanadi Rabadi Course: LEG 500 Professor: Gus Weekley Date: 09/01/2014 Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Propertyt Inreduction Ethical dilemma may be defined as a situation where one has to make a decision but the decision to be made has some impact on either of the choices taken. In different organizations, there are times where a manager may be faced by ethical dilemmas that he or she is supposed to look into. The process may be difficult since the manager has to deal with such situations without discriminating on any individual. Any activity that relate to business management in relation to the society, consumers, and the business itself should consider all ethical issues relating to the environment. It is important for business owners to alight ethical issues to their business plans. Ethical issues may relate to advertising and marketing, regulation of product safety, and intellectual property. Marketing and advertising, relating to any industry in the market, may have different forms of ethical issues. For example, advertising may be unethical when the content in the advertisement has unethical issues such as the use of harsh language or pictures that may not be pleasant to all age groups (Ashcroft, 2007). It is important for advertising agencies to consider all ethical factors while posting any advertisement to the public...
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...to the different cultures. Not all cultures carry the same value, law and ethical standard. Nike is an international brand that has many retail accounts in over 160 countries. Being an international company can cause business ethical and legal issues. Integrity is important and sometimes a challenge when a corporation must respond to criticism or hold back on certain company details. Nike dealt with criticism from right activist, media, and face labor rights violations. However, over a period of time and after making some important adjustments; Nike is working on improving its company image. Nike used traditional advertising methods to broadcast its product. Nike public relations tactics dealt with the wage policy, visiting campuses on universities, personal letters, corporate responsibility and using celebrities as spoke person for its product. Nike launch campaigns regarding child labor, low and non- existent wages. Nike believes that the U.S dollars were meaningless because the cost of living was different in other countries. Nike held press conferences for newspaper staff at colleges. These were ways for Nike to make proactive efforts to address the concerns of activists protesting against their products. Nike made a few mistakes in handling the negative publicity. Three mistakes that Nike made in handling the negative publicity is its intent to ignore the negative publicity, its marketing strategy, and its public relations tactics. They focus their attention more...
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...Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property LEG 500 August 26, 2014 Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property Ethical dilemma may be defined as a situation where one has to make a decision but the decision to be made has some impact on either of the choices taken. In different organizations, there are times where a manager may be faced by ethical dilemmas that he or she is supposed to look into. The process may be difficult since the manager has to deal with such situations without discriminating on any individual. Any activity that relate to business management in relation to the society, consumers, and the business itself should consider all ethical issues relating to the environment. It is important for business owners to alight ethical issues to their business plans. Ethical issues may relate to advertising and marketing, regulation of product safety, and intellectual property. Marketing and advertising, relating to any industry in the market, may have different forms of ethical issues. For example, advertising may be unethical when the content in the advertisement has unethical issues such as the use of harsh language or pictures that may not be pleasant to all age groups (Ashcroft, 2007). It is important for advertising agencies to consider all ethical factors while posting any advertisement to the public. In addition, marketing may lead to unethical issues...
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...culture, demographics, social issues, technological advances, economic situation, and political and regulatory environment. Culture is the shared meanings, beliefs, morals, values and customs of a group of people. In America, Nike has become an industry leader that influences our cultural practices. It is widely accepted as the premier retail brand by all age groups. Nike has done a great job of advertising to various generational cohorts and expanding its brand. Nike’s distinguishable products have become a household name on the global scale. Nike has to specifically consider the “country culture” of not only the countries where it sells product, but the cultures of the countries where the products are manufactured. Country culture attributes include behavior, dress, symbols, physical settings, ceremonies, language, and colors. Identifying and navigating some of the more subtle aspects is difficult but necessary for global firms. Demographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets. Demographics include age, gender, race, and income. Nike uses marketing ads to target different segments of demographics. For example, Nike’s version of the toning shoe is designed to specifically appeal to women. Social issues influence consumer behavior around the world. Recently, there has been a heavy emphasis on thrift, health and wellness concerns, and green products. Social issues are always changing in the...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...Framework of Corporate Marketing Ethics and its Relative Importance Vivek Parashar Lecturer of Marketing Center for Management Development (CMD) Dr. K.N Modi Foundation Modinagar – 201204 Email id- vparashar.edu@rediffmail.com vparashar@in.com Mob: 08899080891 |Abstract | |Markets present a clash of interest between various players. There is competition for resources, customers and price etc, which breeds ground| |for activities that may not get ethical sanctions. A certain code of conduct, policies and practices called ethics are required to manage | |markets and marketing. | |Marketing is the heart of all businesses and all other functions depend upon the same for keeping the business moving. It is one business | |function that interacts the most with markets, in fact markets are meant to sell and they exist only when they sell! In such a scenario there| |are bound to be multiple players and a clash is inevitable. Such clash leads to malpractices like hoarding, price competitions, brand wars | |and use of unfair tactics, which is precisely where marketing ethics come into play. | |It is important when addressing marketing ethics to recognize...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...ad ‘Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor’. (Philip Kotler, et al., Principles of Marketing, 2002). So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. Dedicated advertising companies exist with enormous budgets running into millions of pounds which make advertisements for their clients. Advertising also plays an important role for the capitalist economies. ‘Advertising enables producers to expand their markets and therefore take advantage of economies of scale to reduce unit production costs’. (Chris Hackley, 2005, Advertising and Promotion). Through the use of advertising producers are able to sell large stocks of goods that they produce and create demand for new products and offers. Advertising benefits consumers since they enjoy lower prices and a better product quality, since the competition that advertising creates acts in the interests of the consumers. • Advertising has played a major role in consumer marketing, and has enabled companies...
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...Diageo – Marketing to Remember Introduction The case is about Diageo, a drinks company and a leader in corporate social responsibility issues. The company is running a CSR program from within the marketing function. In 2007 they launched the ‘Choices campaign’, aiming at 18-to-24 age group. The campaign ended with the sentence: ‘A night to remember? Or one to forget? The choice is your’. With this they showed that responsibility is at the heart of all their marketing, with the aim to change the attitude towards alcohol. Ethical strengths - Raising awareness - Closeness to consumer provides something that public health agencies lack - Product safety - They have in-depth knowledge of consumers, the ability to get under their skin and understand what makes them behave in the way they do. - Organization succeeds by outperforming their competitors in providing superior value to their customers, in order to create a positive change in people’s attitudes to alcohol. - They do not mislead their customers - They try to ensure that consumers properly understand the risks involved in consuming their product - Brand names are not dominantly present in the advertisement, focus is on responsibility message Ethical weaknesses - Fitness for purpose - Creation of artificial wants - Reinforcing stereotypes - Targeting vulnerable consumers Issues in Product Policy i) To what lengths should the producers of goods and services...
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