What are some of the ethical considerations that marketing professionals face? How do these situations develop, and how should they be addressed? Be sure to include examples from your own experiences and your readings to provide support for your answer.© BrainMass Inc. brainmass.com October 25, 2018, 12:05 am ad1c9bdddf
Ethical consideration involves taking care of society and public at large. Societal marketing based on ethics, honesty, trust, reciprocal relationship with the community and secondary focus on profitability is the pivot in the field of business, which will influence uplifting changes in the interest of the organization as well as change the character of the nation. It is the need of the time, when the impact of industrialization, cut throat competition and materialism is at its peak. Societal marketing emerged in the early 1970s, promising a more socially responsible and ethical model for marketing. (2007)
"The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's and the society's well-being". (Kotler, Philip. Marketing management: analysis, planning, implementation and control 8th ed. Prentice-Hall, 1994) ( Webber, 2001)
Elements of ethical considerations :
Consumer responsibility is a part of ethical responsibility of an organization. For example the national weight problem is causing a variety of severe health problems in both adults and children. Several actions of marketers are contributing to this problem. First, many fast foods restaurants now offer super-size portions. Restaurants have found that it's more profitable to make larger portions.
Now marketers have keen interest in spotting cultural shifts that is auguring new marketing opportunities for them. Here marketers have exploited the new generation's lack of time, as there is increase in Double income, no kids' family. Therefore the family is having more convenience of dining outside.
On the contrary Marketers must have certain responsibility towards the society. Social ...
This discusses the concepts related to Societal marketing
Sigma Marketing Strategic Marketing Adaptation
This case reviews the growth of a small, family-owned business, from a regional provider of generic printing services to a global provider of specialty advertising products. Throughout its history, Sigma Marketing has exhibited the uncanny ability to understand market opportunities and to adapt its strategic focus accordingly. As its marketing environment changes, Sigma Marketing gathers information from existing and potential customers to develop the most effective marketing strategy possible. Even in the face of changing technology, communication, and advertising methods, Sigma Marketing has managed to reinvent its mindset and strategies in order to remain successful.
1. Since Sigma is a small firm with limited resources, it must be selective in choosing customers so as to ensure the company can meet their needs effectively. How would you suggest that Sigma balance the need for continued growth with its desire to serve only those customers that it can satisfy completely?
2. What strategic initiatives would you recommend to Sigma? How would you ensure that the firm has the resources, expertise, systems, etc. to implement those initiatives?
3. Sigma faces a major issue with the fact that key employees with long tenure in the company will soon be retiring. What plan would you put into place to recruit new employees, bring them into the Sigma family, and ensure the continuity of the firm?