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Ethics and Marketing - Assignment Example

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The paper delves on the existing and emerging definitions of marketing, the way they cater to the scope and need for ethical conduct in the marketing operations, and the ways and means in which the marketers can quantify and evaluate the ethical conduct in the strategies adopted by them…
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Ethics and Marketing
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Download file to see previous pages This research will begin with the statement that ethics in marketing are very important because marketing is a discipline that interfaces with diverse stakeholders in a society. Marketing is a pivotal aspect of any business that not only extends a discernable and visible interface with customers but also with a plethora of other entities such as dealers, business associations, shareholders, investors, trade unions, media, etc (Houston, 1994). Hence, marketing is a facet of commerce that has three vital dimensions that are individual, organizational and societal (Houston, 1994). In that context, to talk about ethics in marketing is utterly unfeasible from any singular or narrow perspective. A true understanding of the ethical domain of marketing necessitates a broader and holistic perspective. There exist multiple crucial reasons to facilitate an understanding of and development of most relevant approaches to inculcate ethics in marketing operations. Most of the organizations existing today are vulnerable to committing ethical foibles and to face ethical misconduct perpetrated by staff and managers. Even the most well-intentioned marketers do face the possibility of taking steps that appear to be ethical on the surface, but are in fact replete with ethical scandals and repercussions, giving way to infamy and legal hassles (Andreasan, 2001). So there exists a dire need to identify the possible risks and chances of misconduct inherent in the marketing operations. At the same time, there must exist an attitude of ethical propriety and a commensurate infrastructure within organizations to challenge the ethical misconduct as it springs up, rather than covering up or hiding ethical scandals (Andreasan, 2001). To achieve such propitious objectives, it is imperative that the discipline of marketing readjusts itself in the realm of “focus, techniques, and goals” to accommodate the immediate changes taking place in the society and the resultant challenges that require empathic attention (Kotler, 1972). It goes without saying that the scope for ethics in any discipline is to a great extent dependent on the way its practitioners perceive. It has also to do with the development of reciprocal techniques used by the practitioners to identify and mitigate the ethical problems. ...Download file to see next pages Read More
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