{"id":56259,"date":"2020-02-29T17:06:51","date_gmt":"2020-02-29T11:36:51","guid":{"rendered":"https:\/\/blogadmin.forumias.com\/?page_id=56259"},"modified":"2020-02-29T17:06:51","modified_gmt":"2020-02-29T11:36:51","slug":"answered-discuss-the-ethical-issues-involved-in-marketing-of-a-product-or-service-how-can-these-issues-be-resolved","status":"publish","type":"page","link":"https:\/\/forumias.com\/blog\/answered-discuss-the-ethical-issues-involved-in-marketing-of-a-product-or-service-how-can-these-issues-be-resolved\/","title":{"rendered":"[Answered] Discuss the ethical issues involved in marketing of a product or service. How can these issues be resolved?"},"content":{"rendered":"\n
\n Demand of the question<\/strong>\n Introduction.\n <\/strong>Contextual introduction.\n Body.\n <\/strong>Discuss various ethical issues involved in\n marketing and methods to resolve the same.\n Conclusion.\n <\/strong>Way forward.\n <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Marketing refers to activities of a company\nassociated with buying and selling a product or service. Marketing through\nadvertising, selling and delivery of products to potential customers, is vital\nfor the success of any business. Since it has the potential to influence\nattitudes, behaviours and priorities, ethical considerations are part and\nparcel of marketing.<\/p>\n\n\n\n

Ethical\nissues involved in marketing:<\/strong><\/p>\n\n\n\n

  1. Privacy:<\/strong> Organisations today collect, store and process information\nrelating to customers to be used for targeted advertising. In such cases the\nconcerns for privacy require an effort for informing the customers and\nacquiring their consent.<\/li>
  2. Stereotyping:<\/strong> Marketing campaigns based on generalized studies or common\nperceptions about behaviours and values of certain demographic groups raise\nimportant ethical issues. For example, often women are matched up with\nhousehold products such as cleaning supplies and are shown as doing domestic\nwork.<\/li>
  3. Objectivity:<\/strong> The concern for objectivity is a vital issue in marketing.\nThe lack of objective research on part of the market researcher may legitimize\nprofiting from poverty, cultural stereotypes and racial tensions.<\/li>
  4. Vulnerable targeting:<\/strong> Targeting an audience such as children involves\nethical consideration. Children have always been an\nimportant marketing target for certain kinds of products.<\/li>
  5. Unethical market exclusion:<\/strong> The absence of minority groups in marketing in\na multi-ethnic society can create image and identity problems among those that\nare excluded. For instance the adverse industry attitudes to the homosexual,\ntransgender and ethnic minority.<\/li>
  6. Unintended advertising channels:<\/strong> Direct marketing is the most controversial of\nadvertising channels, particularly when approaches are unsolicited. TV\ncommercials and e-mail are common examples. Electronic spam and telemarketing\npush the borders of ethics and legality more strongly.<\/li>
  7. Misleading advertising: <\/strong>Many advertising are misleading. For example, misleading the public by showing turning a black face into white.<\/li>
  8. Negative advertising techniques: <\/strong>The advertiser highlights the disadvantages of\ncompetitor products rather than the advantages of their own.<\/li>
  9. Anti-competitive Practices: <\/strong>For instance, Predatory pricing which is\npractice of selling a product or service at a very low price, intending to\ndrive competitors out of the market, or create barriers to entry for potential\nnew competitors.<\/li>
  10. Use of brand ambassadors: <\/strong>Ambassadors endorsing products they don\u2019t use or\nwhose authenticity they don\u2019t cross check, making profits out of public\u2019s\nreverence of a person, high cost of celebrity eventually extracted from public,\nputs newer and smaller brands at a disadvantage hurting fair competition.
    \n
    \n<\/li><\/ol>\n\n\n\n

    Resolving Ethical Issues in Marketing<\/strong>:<\/p>\n\n\n\n

    1. Regulation: <\/strong>More than external regulation, marketing needs internal\ncontrols and self-regulation. The organisations are expected to develop\nprinciples of ethics to guide the marketing process. The establishment bodies\nsuch as Advertising Standards Council of India (ASCI) can be seen as a step in\nthis direction.<\/li>
    2. Consumer protection: <\/strong>Various Consumer laws protects consumers and\ncompetition law protects competitors from unethical practices. Apart from these\nregulators like CCI, TRAI, IRDA etc. may also be approached for grievance\nredressal.<\/li>
    3. Customer participation:<\/strong> Generally a customer is regarded as only a\nrecipient of products or services. However, if the marketer involves the\ncustomer and does things in interaction with the customer it may work to reduce\ntwo potential ethical dilemmas of consumer autonomy vs. marketing effectiveness\nand consumer participation.<\/li>
    4. Taking responsibility: <\/strong>An organization should take the responsibility\nof its actions. The responsibility also extends to the employees and other organizations that the firm deals with\nlike suppliers or dealer agencies. The organization should make sure that any\nmarketing decisions and actions meet the customers\u2019 needs and actions should\nalso cater to the broader needs of the society.<\/li>
    5. Balance the Interests: <\/strong>Marketing has a number of objectives ranging\nfrom providing information about the product\/service, stimulating the demand\nand boosting the sale etc. The organization should focus on the long-term\nbenefits in terms of better branding and customer loyalty while making decisions on ethical issues.<\/li>
    6. Corporate Social Responsibility:<\/strong> Customers are getting increasingly sensitive\nabout the production processes and the level of social responsibility of an\norganization. Customers tend to prefer the products\/services from a company\nwhich is relatively more socially responsible. Hence, it is a benefit for the\norganization to be ethically correct for its customers.<\/li><\/ol>\n\n\n\n

      Marketing ethics, regardless of the product\noffered or the market targeted, sets the guidelines for which good marketing is\npracticed. To market ethically and effectively one should be reminded that all\nmarketing decisions and efforts are necessary to meet and suit the needs of\ncustomers, suppliers, and business partners. A company must have ethical\nmarketing policies to guide their pricing, advertising, research, and\ncompetitive strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Demand of the question Introduction. Contextual introduction. Body. Discuss various ethical issues involved in marketing and methods to resolve the same. Conclusion. Way forward. Marketing refers to activities of a company associated with buying and selling a product or service. Marketing through advertising, selling and delivery of products to potential customers, is vital for the… Continue reading [Answered] Discuss the ethical issues involved in marketing of a product or service. How can these issues be resolved?<\/span><\/a><\/p>\n","protected":false},"author":61,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"class_list":["post-56259","page","type-page","status-publish","hentry","entry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/pages\/56259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/users\/61"}],"replies":[{"embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/comments?post=56259"}],"version-history":[{"count":0,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/pages\/56259\/revisions"}],"wp:attachment":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/media?parent=56259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}