Ethical Issues in the Cosmetic Industry - Case Study Example

BUSINESS ETHICS AND SOCIAL MARKETING Name: Course Professor’s name University name City, state Date of submission Table of Contents Introduction 3 Ethical Issues in the Cosmetic Industry and the current ethical practice of marketing managers towards the ethical issues 5 Propose how marketing managers could change their strategies or tactics to improve the ethical performance of their companies 6 Conclusion 9 References 11 Apply theory of business ethics, marketing ethics or social marketing to current and future marketing practice and use the ethical issue and market identified in assignment 1 and a) Review the business ethics or marketing ethics literature to evaluate the current ethical practice of marketing managers towards the issue and b) Propose how marketing managers could change their strategies or tactics to improve the ethical performance of their companies Introduction Ethical Marketing is associated with a philosophy aspect rather than a strategy implemented for the art of marketing. It informs all efforts involving marketing. It is an issue that seeks to enhance the promotion of honesty, responsibility, and fairness in each and every advertising. In other words, it is a set of documented guidelines that help organizations and companies in their evaluation of new marketing strategies. In this essay, there will be a description of the art of business ethics to marketing. Every organization has the right to participate in the art of ethical marketing. It is vital that the organizations involved in marketing to be socially ethical to show concern for the society. Besides, when an organization is ethical in its marketing activities, it reveals a sense of care and concern for its surrounding (Cobb, 2012, 87). It is simply the act of carrying out good acts that bring about a positive effect on all the associated stakeholders in reaction to the organization including the community, shareholders, employees and the consumers. Marketing managers should be careful in the activities they undertake during their roles of marketing. They should ensure that they are ethical and that they succeed in their roles. There are a variety of importances associated with an organization when it engages in the practice of ethics in their marketing activities. It offers credibility to the organization, and it receives respect from the society. It is perceived as an institution governed by good morals and corporate governance. Also, it is viewed as an organization that is driven by socially responsible initiatives. Furthermore, it enhances unity among people and leadership. Nonetheless, goodwill is earned, and also strong reputation among the organization’s clients and its associates is gained. The customers feel that the team cares and shows concern for their needs and also they will associate the identified product with pleasant feelings. Also, the focus directed on customer value increases the value of the organization hence it creates a win-win marketing. Furthermore, it keeps the art of marketing to businesses legal by reducing the various risks associated with cutting corners. Nonetheless, there is improved quality of recruits and also increases retention. Marketing that is ethical is very essential and should be embraced widely by those in authority as it contributes largely to the image of the organization. There is a difference between ethics and social responsibility. Values are associated with basing their focus on the person or a particular marketing group decisions. On the other hand, social responsibility is involved in the consideration of the total impact associated with marketing practices in the community. Particular care is vital and should be taken into account to monitor trends and also shifts related to the community’s beliefs and values. It enhances fostering of ethical patterns and behaviors among marketers during the achievement of an organization’s objectives. Also, marketers should base their forecast on long-term impacts of the various decisions that relate to the identified changes. Furthermore, there should be bearing in mind that it is difficult for an organization to satisfy the needs associated with the whole community (Nasir, 2015, 65). Therefore, it is important for marketers to base their focus on their most costly efforts related to the target market and should be aware of the values of the community. Five simple steps are useful during the implementation of ethical dimensions associated with the organization. The organization should define ethical marketing about itself; it should also decide the type of ethics that it will apply. Besides, it should determine the way the ethical approach to the art of marketing will be implemented. Furthermore, there should be a description of the operations that will require ethical marketing as part of its program. Ethical Issues in the Cosmetic Industry and the current ethical practice of marketing managers towards the ethical issues The cosmetics industry in the world is very major and prominent for its services that it provides the society however it faces some shortcomings in its activities. In the cosmetics industry, various ethical issues arise in the course of the performance of duty which is misleading to the customers. Two major ethical matters are the problem of self-image and unhealthy self-esteem. In this case, various practices reveal false advertisings and exaggeration on the effectiveness of the product. It occurs through the act identified as green washing and in this case an organization strives to project its images to make consumers hold a firm belief in their products that they are environmentally friendly or have safe measure while in actual sense they are not (Babin, 2017, 56). It gives manufacturers the opportunity to cheat customers with fake labels granted to products. For example, an individual identified product can possess an eco-friendly label while in reality; it has dangerous and harmful ingredients. Also, this aspect is associated with destitute sustainability which rises due to poor packaging, energy utility in the act of production and transportation, waste and the art of water consumption. The issue of unattainable sourcing has been a major and disturbing problem in the cosmetics industry. Greenwashing has caused a lot of ethical implications, and therefore the marketing managers have come up with solutions on how to curb the issue to avoid further damages and tragedies. They are very keen and careful to address these related ethical issues that undermine business operations. It is because of the grievances that have risen from the consumers and the associated respective stakeholders. There are some organizations that their managers have been involved in the launch of various organic lines. Others have joined to merge efforts. Also, others have based their focus on the art of biodiversity preservation. Nonetheless, others have initiated launched initiatives that have dealt with the direct donation of parts of their earned profits about environmental causes with a chief aim of mitigating poor practices that they were initially involved in. The efforts associated with marketing managers in the cosmetics industry are evident and show consistent progress in doing away with unethical practices. Propose how marketing managers could change their strategies or tactics to improve the ethical performance of their companies Marketing managers ought to balance various qualities about their financial goals to experience success. These qualities are fairness, integrity and caring. Integrity is defined as the quality of possessing strong moral aspects and principles. Caring, on the other hand, is the act of displaying kindness and showing concern for other individuals (FLUSS, 2005, 34). Fairness is associated with impartial and also the just treatment that does not entail favoritism or acts of discrimination. It is essential for marketing managers to be forthright in their dealings and should practice the art of offering value and integrity. Also, they must have the ability to balance the needs associated with the buyers and the interests of the sellers in a fair way. It is with the aim of avoiding manipulation of any sort while undertaking the protection of Intel to its associated consumers. Also, they should also be liable for the consequences that might arise due to practices associated with marketing and should serve the customers’ needs appropriately while practicing the art of being good stewards about the surrounding. When all these values are put into consideration during decisions making by marketing managers, then there ought t be a positive outcome even in their financial goals and set objectives. The value should be appropriately balanced to enhance active decision making that will bring positive results and will increase the real utility of finance. It takes a great deal to create a sense of trust among individual consumers on a certain brand. Also, it takes the same amount of effort to foster and manage brand confidence in the users. It is, therefore, important for organizations to come up with well analyzed and practical strategies that are suitable and favorable in the creation, fostering and management of brand trust among the consumers. First and foremost, it is vital to focus on performing one’s job perfectly and adequately. It is best to stop worrying on whether the public trusts them or not but to concentrate on sending their energy on delivering what as a company it has promised to the public (Fluss, 2005, 34).It should aim at providing the most perfect and the best product by all means and not concerned about communication of trust. Also, it is always good for an organization t to be transparent when it comes to its mistakes. It ought to be direct and open as possible. It is evident that any sort or form of concealment, secrecy or dishonesty associated with the organization leads to lack of trust from the public. It is essential that when a mistake occurs that the group owns up to it soon and reveal ways that you are implementing to correct the mistake. Employees associated with an organization that aims at managing its brand trust are empowered to accept their mistakes without any related fear of retribution hence they have a sense of comfortability. It leads to considering the needs of the customers first and adequately. Nonetheless, it is also paramount to stay vigilant at all times because the act of building the trust of a brand to the public is not an easy task. There have to be consequent approvals every time that the consumer utilizes to given product. Trust building and its maintenance are associated with sustained efforts and the act of taking vigilance. Marketing managers play a significant role in the improvement of decent performance about their institutions. Even in a case where businesses are associated with a strong moral norm, there is the need for a development of attitudes of employees, mannerism and also patterns related to the art of decision making (Nasir, 2015, 65). One of the best ways that marketing managers can improve on the art of decent performance is by portraying a good character and being themselves. They should set an example for the rest of their company to follow by being good role models. It can be done by practicing the right set of code of ethics. Alongside there are other measures that are also essential to improving the art of decent performance. They can give their employees more power to carry out tasks by issuing them with more control over the results of their work. It will help them have a justification of their trust in them. Also, it produces creative solutions to tackle challenges and emerging problems in the company. It gives employees a viable reason to act in a more ethical way and to be innovative. Furthermore, improving one’s communication associated policies and procedures are important as information flows smoothly and in a normal way between the managers and their employees. It will help them communicate the expected set of ethical mannerism in a clear way. Nonetheless, there has to be the implementation of discipline by issuing a set of rules and regulations. It will help ensure that ethical practices are carried out, and any unethical practice is dealt with promptly. Marketing managers should enforce their consequences for any violations of the ethics policies evenly regardless o the status of the identified offender. They should also be agents of change because change begins with them. They should be positive oriented and be involved in enacting positive changes about the aspect of marketing. Change is essential. Conclusion Social responsibility is identified as the idea that organizations and institutions should balance about those activities known for profit making with those activities that directly and indirectly benefit the society. It involves the development of businesses with a relationship that is positive to the community in which such businesses operate. The chief responsibility of the identified marketers in the aspect of marketing is to be involved in the packaging and communication of the decisions relating to the organization that will affect the various societies that they interact. It is the responsibility of the marketers to ensure that the community views their practices and activities in a helpful manner without being phony. Social responsibility and ethical marketing are usually used interchangeably, and they both apply in the same case (Cobb, 2012, 87). They may not be similar but they are employed in the same context hence are essential in the world of marketing. Ethical marketing focuses on the art o honesty, responsibility, and fairness. Every organization should have shared standard related to the truth about marketing communication aspects. Also, it should possess a clear and precise distinction between the art if advertising and also sensationalism. Furthermore, the associated endorsements should be in a clear and transparent manner. Nonetheless, the privacy of the consumers should be kept confidential at all times and last, but not least the standards of the government together with their regulations should be adhered to and implemented by the associated marketers. Marketers should ensure that they are socially responsible in their undertakings for them to be socially ethical in their marketing activities. There should be truthfulness in every marketing and not revealing false ingredient. Truthfulness is associated with being an accurate representation of support related claims and the products manufactured. Furthermore, marketing managers should ensure that they look into the associated long-term effects that might impact individual’s lives instead of only basing their focus on short term gains. Nonetheless, they should be at the forefront in speaking up against organizational policies that do not reveal a reflection of the ethical profile of the institution (Ferrell, 2013, 78).Marketers should voice their particular concerns whenever there is a rise of a potential for a certain practice that is seen and viewed unethical. Marketing managers should be aware of challenges that arise during the act of buying to avoid them. They are irresponsible market research which can in most cases lead to stereotyping which is associated with affecting marketing patterns and behavior. Besides, there is the selection of specific market audience which causes social disparity and also types art of unrest. Furthermore, they should be ready to deal with competition in the market in the right way using appropriate means. It is, therefore, evident that for businesses to succeed in the art of marketing, they ought to exercise the art of making legitimate claims. Also, they should strive ate excelling at the satisfaction of the needs of their respective customers (Carrigan, 2005, 90). When these practices are continuously and frequently carried out, they enhance trust and confidence among the consumers thus creating brand loyalty in public. It also leads to retention of one’s employees. References Top of Form CARRIGAN, M., MARINOVA, S. T., & SZMIGIN, I. (2005). Ethics and international marketing: research background and challenges. Bradford, England, Emerald Group Pub. http://public.eblib.com/choice/publicfullrecord.aspx?p=253986. Top of Form FERRELL, O. C., FRAEDRICH, J., & FERRELL, L. (2013). Business ethics: ethical decision making and cases. Mason, OH, South-Western/Cengage Learning. Top of Form DAS GUPTA, A. (2013). Business ethics: texts and cases from the Indian perspective. http://dx.doi.org/10.1007/978-81-322-1518-9. Top of Form FEINBERG, F. M., KINNEAR, T. C., & TAYLOR, J. R. (2013). Modern marketing research: concepts, methods, and cases. Mason, OH, Cengage Learning. Top of Form AKKUCUK, U. (2015). Handbook of research on developing sustainable value in economics, finance, and marketing. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=937777. Top of Form CRUZ-CUNHA, M. M. (2012). Handbook of research on business social networking: organizational, managerial and technological dimensions. Hershey, PA, Business Science Reference. Top of Form SPEDDING, L. S. (2009). Due diligence handbook: corporate governance, risk management, and business planning. Amsterdam, CIMA. Top of Form COBB, M. R., PUCHALSKI, C. M., & RUMBOLD, B. D. (2012). Oxford textbook of spirituality in healthcare. Oxford, Oxford University Press. Top of Form NASIR, S. (2015). Customer relationship management strategies in the digital era. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=977223. Top of Form WIRTENBERG, J., RUSSELL, W. G., & LIPSKY, D. (2009). The sustainable enterprise field book: when it all comes together. New York, AMACOM. http://www.books24x7.com/marc.asp?bookid=28406. Top of Form TREVIÑO, L. K., & NELSON, K. A. (2011). Managing business ethics: straight talk about how to do it right. New York, John Wiley. Top of Form BABIN, B. J. (2017). CB PRINTED ACCESS CARD). [S.l.], CENGAGE LEARNING CUSTOM P. Top of Form PRIDE, W. M., & FERRELL, O. C. (2014). Foundations of marketing. Top of Form FLUSS, D. (2005). The real-time contact center. New York, N. Y., AMACOM. Top of Form TREVIÑO, L. K., & NELSON, K. A. (2011). Managing business ethics: straight talk about how to do it right. New York, John Wiley. 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