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Ethics in Marketing and Use of Technology in Marketing

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1. 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.

2. How has technology affected marketing? What types of activities, efforts and strategies does it make possible or more effective? Are there any types of activities, efforts or strategies which have been inhibited by technology? Be sure to include examples from your own experiences and your readings to provide support for your answer.

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The solution provides a discussion on Ethical considerations in marketing and the effects of technology on marketing, providing specific discussion/answers to the two problems listed in the original posting (see long description). The solution numbers to 1,354 words and is in the form of an essay. References are listed for expansion. A word version of the solution is attached for easy download and printing.

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Marketing Ethics

In marketing products and services, it is important for professionals to be aware that their actions, strategies and positions should always be advised by ethical considerations. Marketing is about creating awareness, translating an image created in the market to actual purchases of the products and services being sold. Effective marketing is seen as the ultimate solution edging out competition in the market as via it, companies can connect to the consumer and the consumer can identify with the product and services better creating a profitable enterprise for the firm and benefits to the consumer via value-added services. Now, it is possible for firms to mislead consumers as effective marketing can easily whitewash or set aside important truths about a product or a service aimed at them. The following are considered as ethical pitfalls in marketing and are the issues that plague the marketing industry:
1. Truth & honesty - in a case of 'best foot forward', marketing companies sometimes gloss over every other attribute about a product or a service that is not palatable to the market. This is taken a step further by claims about the product that is not at all true about it; in an essence consumers and the market expect certain attributes of the product and this is not at all true. For example, a health product can claim to have specific attributes, giving certain benefits to their users. Further inspection however will show that these claims are not proven and not at all true.
2. Issues related to marketing taboo & deviancy (profanity, sex & violence) - certain product marketing campaigns can contain violent images and sexually-charged design & placements that can lead to the practice of violent behaviour (especially among children), sexism and sexual harassment.
3. Issues with acceptability - known also as problems with taste creating controversy, there are product advertising that can be viewed as unacceptable by certain people; for example while condoms and contraceptive advertising and ...

Solution provided by:
Xenia Rochelle Jones, MA, PhD (IP)
Education
  • MPhil/PhD (IP), Open University, Milton Keynes, UK
  • MA, Open University, Milton Keynes, UK
  • Certificate, Geva Ulpan (via Universita Tel Aviv)
  • BA, University of the Philippines
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