Marketing and Society - Essay Example

Written regulations cannot cover all potential marketing abuses. However, beyond written laws and regulations, business is also governed by social codes and rules of professional ethics (Kotler & Armstrong, 2010). Marketers often find themselves in a predicament where they encounter situations where they are tempted to pursue profit oriented goals at the expense of the needs and interests of the customers. In every business, there are certain values that should not be compromised for profit gains but this often poses an ethical dilemma where the marketers often encounter challenging situations where they may be tempted to break these rules. As such, this paper discusses the ethical dilemmas related to the issue of packaging that are often encountered by the marketers in their operations. Business ethics refer to the values, principles and standards that operate within business and these attempt to make a distinction between something that is morally good from bad (Rossouw, 2004). Ethics derive from values which are “essential and enduring tenets” that help distinguish an organization and they should not be “not be compromised for financial gain or short term expediency,” (DesJardins, 2006, p.5). From this definition, it is clear that organizations are compelled to operate within expected standards so that they do not violate the interests of the targeted consumers. However, marketers often encounter situations that present conflicts of interest. In such a scenario, it may be difficult for the marketers to make the correct choice which is morally upright. This is known as ethical dilemma (DesJadins, 2006). Marketers at times encounter a scenario where they are tempted to overlook the interests of the customers in favour of realising profit goals from their operations. This presents an ethical dilemma. One area that often presents an ethical dilemma to the marketers is related to the aspect of packaging. Basically, packaging is used to wrap the product but marketers today often use it to add value to their products. In some cases, marketers face a dilemma where they use packaging that is not a true representation of the product wrapped. The firms are realising the power of good packaging to create instant consumer recognition of the firm or brand (Kotler, 2006). Customers are usually attracted to a product by its packaging. Some companies use the strategy of designing attractive packages for their products in order to appeal to the interests of the targeted customers. As the saying goes, “first impressions make lasting impressions.” As such, the companies try to attract as many customers as possible through designing colourful packages that also have information about the product. However, some companies are often tempted to misrepresent information about their products in a bid to lure as many customers as possible through different types of packages. This constitutes an ethical dilemma as discussed above. A case of Pepsi Co is a good example of ethical dilemma regarding packaging which is seen as contributing to waste and environmental pollution. The other example is that of Frito Lay chips which also presents an ethical dilemma related to false information about the ingredients and weight of the product. The two examples given above present an ethical dilemma where the marketers fail to create a fine balance between the needs of the customers and the organization. Unsuspecting customers often by through impulse and they are made to believe that the information provided on the package of a product is true. In some cases, the other companies are forced to use packages that are not suitable to the health of the targeted consumers. Cheap packages often pose a threat to the health of the consumer but for the love of maximising profits, companies are forced to use these packages. The examples above represent ethical dilemmas which need to be addressed so as to fulfil the interests of the company as well as those of the targeted consumers. In order to address this controversial issue in marketing, the marketers should try to take a course of action that yields greater benefits to the majority of people. Effort should also be made to ensure that the values of the organization are not compromised for financial gain. In marketing, the utilitarian principle is most applicable. The utilitarian principle states that “the choice that yields the greatest benefit to the majority of people is ethically correct compared to the choice that only benefit only a few people,” (Rainbow, 2002). The aim of this principle is to encourage people to work towards certain outcomes that are advantageous to many people rather than satisfy a small group of people. In this case, of all the stakeholders of the company, the consumers form the majority and their interests should be given priority. The concept of ethics is very important in the operations of any organizations that deal with retailing which involves marketing of food products to different people. There are many ethical issues that need to be taken into consideration such as the interests of the consumers and the environment. In the case of Pepsi Co. concern has been raised over the packaging that is seen as detrimental to the environment. The need to protect the environment should be the duty of every company since their operations impact the environment in different ways. Companies involved in the retailing need to be socially responsible since their actions can cause damage to the environment. Conflicting interests such as the need to achieve profit oriented goals versus the need to protect the environment impact on the operations of the organizations in many ways. In order to gain the trust of the targeted consumers, organizations should ensure that their actions are not detrimental to the environment. People survive directly on the natural environment in which they live. Therefore, if certain actions of the company are detrimental to the environment as presented by the case of Pepsi, it can be observed that the company is exposing the lives of the people to health hazards. Even animals would also be affected and this action is not morally good. As such, actions that benefit the majority of people in business should be given the priority they deserve. Failure to adhere to this ethical principle is tantamount to violation of the rights of people who are entitled to live in a clean and safe environment. Effort should be made to ensure that the activities of the company do not pose a threat to the welfare of the majority of people living in the same environment in which the company operates. This brings us to the notion that business values should never be compromised for financial gain. The case of Frito Lay chips also presents an ethical dilemma to the company. When doing business, it is always ethically correct to be honesty and truthful to the customers in order to gain their trust. The company chose to reduce the quantity of the products while the packaging stated otherwise. The company found itself in an ethical dilemma where it could not be truthful. By any standard, lying is unethical since it impacts negatively on the targeted customers. The deontology principle can also be attached to this kind of behaviour by the marketers. The deontology perspective suggests that there are certain moral rules that guide our lives and these should not be broken at any given time in life (Garet, 2008). Lying to unsuspecting people is bad and there is no amount of justification that can make this action acceptable. To be on the right side of the law, organizations should strive to do the right thing every time. There are likely chances that the company will lose the trust of people as well as its credibility once the targeted consumers discover the unethical conduct of the organization. In the long run, the company may lose its valued customers which can also lead to close of business. This is undesired in any business since the aim is to make profit from its operations. Making profits in business should be done in a justifiable and ethical manner since this action is likely to create mutual trust with all the stakeholders of the company. There are certain actions that can lead to the demise of the company and these should be avoided at all costs. It is always important for the company to make sure that its actions do not compromise its integrity. The concept of ethics has significantly gained priority during the contemporary period. Therefore, enlightened firms should encourage their managers to look beyond what the regulatory system allows and simply do the right thing (Kotler & Armstrong, 2010). In as far as the concept of packaging is concerned, it can be seen that companies need to do the right thing since this will help them to create mutual trust with their targeted consumers. Unsuspecting customers are often hoodwinked by other unscrupulous companies that are bent on maximising profits through the use of unorthodox means in doing their business. This action is unethical and it often poses a serious threat to the viability of the organization in its operations. There are likely chances that the company would lose its customers once they discover that it engages in unethical means of doing business. Customers are attracted to the company by the quality of service they receive. There are likely chances that the customers will switch to other brands if they discover that they are being short changed. Over and above, it can be noted that the concept of ethics plays a crucial role in the operations of any business. People are likely to generate trust towards businesses that are socially responsible for their actions and those that are guided by their ethical values in their operations. As discussed above, businesses often encounter conflicting interest where they are tempted to fore go their ethical principles in favour of maximising profits. This is known as ethical dilemma and it can impact negatively on the operations of the organization. Each company has a duty to make sure that the interests of the targeted consumers are prioritised in order for it to gain their trust. Thus, all companies that are serious about realising their profit goals should try to create a fine balance between the need of all the stakeholders as well as its objectives to generate profits from its operations. It is imperative for the marketing managers in each organization to make sure that their actions do not impact negatively on the welfare of the targeted consumers. References Daniels Fund Ethics Initiative “PepsiCo’s Journey Towards an Ethical and Socially Responsible culture. Viewed 01 May 2014, from: . DesJardins, J 2006, An introduction to business ethics. 2nd Edition. McGraw Hill international Edition: Boston.. Kotler, P. & Armstrong, G. (2010). Principles of marketing. CT: Pearson.  Garret, Jan. (16 January, 2008). Ethical theories. Viewed 01 May 2014, from . Rainbow, C 2002, Descriptions of Ethical Theories and Principles. Davidson College. Viewed from: Viewed 01 May 2014, from: . Rossouw, D. 2004. Business Ethics: (3rd Edition). Oxford: CT. Read More