Marketing Ethics Discussion - Essay Example

Public relations is involved with creating a good image and perception of a company in the minds of people (Gregory, 2004). A good public relations department in an organization designs a public image for the company such that both employees and the general public view the company in good light. A good public relations strategy ensures that what customers expect from the organization is what they get. Consequently, when they get satisfied with the organization’s performance, a loyal and lasting relationship is created. Organizations in today’s turbulent markets highly depend on the loyalty of their customers for profitability. Moreover, if the employees are made to perceive the organization positively, they become motivated to work in the organization increasing their productivity. The management of an organization may decide on the values and characteristics the organization wants the public to associate it with. When the desired values have been established, they should be translated into appealing marketing language. The Public relations department should then popularize the values among the employees in the organization before publicizing them eternally.

Ethics refers to the moral values and principles that guide a person in decision-making (Brenkert, 2008). Several ethical issues exist in the field of marketing. Predatory pricing in developing countries by large corporations to drive out competition is an ethical issue. Through this pricing method, competitors are denied their livelihood by large organizations by being driven out of business. Price fixing is another illegal activity in marketing. This happens when traders conspire to regulate the prices of commodities to remain at a particular level for their mutual benefit. They manipulate supply and demand so that prices favour their profitability. The consumers are left on the receiving side since they have no choice, but to buy commodities at exaggerated prices.