Marketing/Marketing Ethics

From Wikibooks, open books for an open world
Jump to navigation Jump to search
Marketing Book Sections

 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.

-Abe Lincoln

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.