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Ethics & Marketing Strategy

Essay Question:

1. How should ethics play a role in shaping marketing strategy? Why?

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RESPONSE:

1. How should ethics play a role in shaping marketing strategy? Why?

Ethics is a number of principles of right conduct intended to be used to shape the decisions people or organizations make, including the marketing strategy. "Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization." (http://www.enotes.com/business-finance-encyclopedia/ethics-marketing)

Although businesses are expected to act in its own best "business" interest, it is also expected to be done ethically. "The purpose of marketing is to create a competitive advantage. An organization achieves an advantage when it does a better job than its competitors at satisfying the product and service requirements of its target markets. Those organizations that develop a competitive advantage are able to satisfy ...

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