Marketing/Marketing Ethics
Marketing Book Sections
Marketing
CH.1-Introduction CH.2-Marketing Strategy CH.3-Marketing Plan CH.4-Targeting & Segmentation
CH.5-Consumer Behavior CH.6-Product Development CH.7-Market Research CH.8-Marketing Ethics
| “ | When I do good, I feel good; when I do bad, I feel bad. That's my religion. | ” |
Introduction
[edit | edit source]Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.
General guidelines
[edit | edit source]- Marketing managers must accept responsibility for the consequences of their actions
- Managers should refrain from knowingly doing harm, adhere to all relevant laws and regulations, and accurately represent themselves, their firms, and their brands
- Managers must make every effort to verify that their choices and actions serve the best interests of all related customers, organizations, and societies. Specifically they should:
- Adhere to basic ethical guidelines stated above
- Engage in honest and fair practices with clients, employees, and partners
- Offer goods and services that are safe and fit for use
- Refrain from advertising falsely and misleading consumers
- Maintain market research integrity by adhering to market research guidelines
- Respect consumers privacy rights and ensure confidentiality of information
- Adhere to standards and guidelines of international marketing associations and to the legal requirements of governing bodies
Social responsibility
[edit | edit source]A marketing manager's social responsibility includes developing marketing programs and increasing the awareness and acceptability of social ideas and practices. An often associated concept is not-for-profit marketing, which champions a cause for the betterment of individuals and society rather than for financial profits.