Which is a more important corporate objective : making a profit, or obtaining and keeping customers ? Although firms cannot stay in business without earning a profit, using profit as the sole guiding light for corporate action can lead to shortterms decisions that may in fact cause the firm to lose customers in the long run. As we saw in the opening vignette, J&J chose to maintain a strong relationship with its customers by removing Tylenol from the market in cases of danger, temporarily giving up profit instead of looking toward a short term, bottom-line result.
When customers believe that they can no longer trust a company or that the company is not acting responsibility, they will no longer support that company by purchasing its products or services or investing in its stock. For marketers, the firm’s ability to build and maintain consumer thust by conducting ethical transations must be a paramount importance.
In this articles, we start by examining what marketing ethics is an why behaving ethically is also important to successful marketing. We when discuss how firm can create ethical climate among employees and how individual behavior can affect the ability of the firm to act ethically. To help you make ethical marketing decisions, we also provide a framework for ethical decision making and then examine some ethical issues within the context of the strategic marketing planning process. Finally, we present some scenarios that highlight typical ethical challeges marketing managers often must face.
The Scope of Marketing Ethics
Business Ethics refers to jual baju korea ready stock a branch of ethical study that examines ethical rules and principles within a commercial context, teh various moral or ethical problems that might arise in a business setting, and any special duties or obligations that apply of making good ethical decisions. Marketing ethics, in contrast, examines those ethical problems that are specific to the domain of marketing. Because the marketing profession often is singled out among business disciplines as the root cause of a host of ethical concerns ( for example, unethical advertising or the promotion of shoddy producs ), anyone involved in marketing activities must recognize the ethical implications of their actions. These can include societal issues, such as the sale of products or services that may damage the environment; global issues, such as the use of sweatshops; and individual consumer issues, such as deceptive advertising and the marketing fo dangerous producs.
Oke, thats enought today, see you in the next marketing tutorials … byee…….