Marketing/Marketing Ethics

Marketing Book Sections Marketing CH.1-Introduction CH.2-Marketing Strategy CH.3-Marketing Plan CH.4-Targeting & Segmentation CH.5-Consumer Behavior CH.6-Product Development CH.7-Market Research CH.8-Marketing Ethics When I do good, I feel good; when I do bad, I feel bad. That's my religion. -Abe Lincoln Introduction Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. General guidelines Marketing managers must accept responsibility for the consequences of their actions Managers should refrain from knowingly doing harm, adhere to all relevant laws and regulations, and accurately represent themselves, their firms, and their brands Managers must make every effort to verify that their choices and actions serve the best interests of all related customers, organizations, and societies. Specifically they should: Adhere to basic ethical guidelines stated above Engage in honest and fair practices with clients, employees, and partners Offer goods and services that are safe and fit for use Refrain from advertising falsely and misleading consumers Maintain market research integrity by adhering to market research guidelines Respect consumers privacy rights and ensure confidentiality of information Adhere to standards and guidelines of international marketing associations and to the legal requirements of governing bodies Social responsibility A marketing manager's social responsibility includes developing marketing programs and increasing the awareness and acceptability of social ideas and practices. An often associated concept is not-for-profit marketing, which champions a cause for the betterment of individuals and society rather than for financial profits.