Marketing and Retailing Ethics - Essay Example

Most clients like to trust the people who give them the products they need, and when a retailer fails, to be honest, most of them tend to run away from the retailer (Robinson, 2009).

Most customers question the ethics of their retailers and, therefore, it is vital for the retailers to be honest to their customers. Dishonesty is an unethical practice in retailing and it comes with consequences. First of all, a lack of honesty in a business can lead to the loss of customers. For instance, many customers will run away from a dishonest retailer because they cannot trust him/her anymore. In addition, it can affect the business’ economic stability especially when customers are gone because of a lack of honesty.

Unethical sales practices such as dishonesty can also cost the employees and the community at large. Most employees will always leave after they realize the management of the employers is not honest with their clients. Employees will be happy if the employer is honest with them because retail business plays a vital role in the lives of the people in the community. Dishonesty in retailing can lead to legal consequences and possible lawsuits. Whysall (2009) highlights a case where a customer was sold a counterfeit electronic product.

The retailer had stocked counterfeit Sony items intentionally. Upon realization, the customer filed a lawsuit that he was deceived prior to the transaction (Whysall, 2000). In the legal proceedings, the retailer was found guilty of malpractice and counterfeiting. The retailer’s permit to operate was revoked. In addition, the customer was compensated in full for the money spent in acquiring the fake product (Whysall, 2000). In conclusion, marketing ethics is vital in all businesses. Maintaining ethics in retailing is essential because it ensures that a retailer has a steady supply of consumers because of the trust they have in the retailer.

Being honest with consumers is the best thing for every retail business because unethical practices such as dishonesty can ultimately cost the business. Retailing business is important in our everyday life and for the business to be successful, the employer and the employee need to employ good business ethics by being loyal and honest to their clients.