Ethics in Marketing
Ethics in Marketing
Ethics in Marketing
-2016
MARKETING ETHICS
P.S. KRISHNA RAJAN
E-mail: krishnarajan34@yahoo.com
Abstract— Marketing ethics is an area applied ethics which deals with the moral principles behind the operation and
regulation of Marketing. People are made to participate in research without their knowledge or consent. An individualLooses
his right to choose whether he wants to take part in marketing research or no which unethical and debarring him of his
fundamental rights. Also sometimes employer (marketer) forces his employees(customers) to participate in a research and
thus its amount to coercion which is not ethical for conducting a sound marketing research.
Almost all the theoretical efforts in marketing ethics is normative and not positive. In other words theoretical works have
been focused only on developing guidelines or rules to assist marketers in their efforts to behave in ethical fashion. In
contrast, this article is descriptive and not prescriptive.
The article begins with a discussion and evaluation of two major normative ethical theories in moral philosophy. The article
then develops a positive theory of marketing ethics and uses that theory to explain some of the empirical research that has
been conducted in the area of marketing ethics.
Aim Of the Study:
The aim of the study is how marketer use their dual background to recognize business opportunities. Finding a response to
this research question would not only contribute to the literature by providing empirical data, but also allow us to judge,
whether the marketer background in fact adds value to ones opportunity recognition skill. This research adopts a case study
approach to understand and analyze how the market researcher use their dual-background to evaluate and discover
opportunities for ethical marketing to enhance the business.
Methodology:
The methodology is by collecting both qualitative and quantitative data.
Conclusion:
The philosophy of marketing is to win customer loyalty by reinforcing the positive values of the brand, creating a strong
citizen brand. This can happen only through ethical marketing.However ethics in professional life is not a new thing. Ethics
have around ages .Today every profession have its own ethics. Marketers are no exception. So we have to remember that
wherever we go and whatever we do we should follow ethical code of conduct.
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International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-2, Issue-11, Nov.-2016
5. The privacy of the consumer should not be improvement and giving back to the communities that
compromised. helped them become who they are.
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International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-2, Issue-11, Nov.-2016
Long Term Gains: Organizations guided by ethics 3. H3:Marketing professionals with business
and values are profitable in the long run, though in degrees will report to intentions to behave less
the short run they may seem to lose money. ethically than their peers with non business
Example,Tata group, one of the largest business degrees.
conglomerates in India was seen on the verge of 4. H4:Marketing professionals with higher level
decline at the beginning of 1990’s, which soon turned of education will report intentions to behave
out to be otherwise. The same company’s Tata more ethically than with less educated persons.
NANO car was predicted as a failure, and failed to do
well but the same is picking up fast now. REFERENCES
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