MARKETING: ethical challenges marketers face when developing an IMC campaign - Essay Example

“A code of ethics is a formal statement that acts as a guide for how people within a particular organization should act and make decisions in an ethical fashion.” (Samuel C. Certo. p.70). It is very important in modern marketing world to achieve business success and to improve the organization’s image. All organizations have their own ethical codes to ensure their social obligation. These ethical codes are applied in their day-to-day marketing operations. There is a dichotomous, yes or no choice, with the organization’s economic benefit on one hand and their ethical values in business on the other.

Ethical decisions are not simple choices between right and wrong. In the present competitive world, many organizations are only focusing on their ultimate goal of profit maximization and they are not bothered about the means they adopt to attain the way to goals. However, some modern managers do realize the importance of ethics in business and so they give more priority for ethics in their business decisions and try to ensure their decisions are ethical. Profit maximization is the main purpose of a business and all managers at the same tome should ensure that their activities are ethical for fulfilling this purpose.

Study of business ethics can be seen from different angles of business. Business Ethics is relates to the need of ethical values in business decisions and plans. Ethics should be seen as the corporate responsibility of an organization. Each organization has its own responsibilities to the society. In an organizations marketing function assumes the responsibility to provide quality products at reasonable price and organization must ensure customer satisfaction it is necessary not only for the marketing success but also it is a responsibility they owe their society.

Ethical problems are faced by stakeholders like consumers, competitors and society. Un ethical marketing activities are adversely affect in the functioning of business such as there