Business Ethics in Marketing
Instructor: Keanon Alderson
February 11, 2013
Ethics refers to those moral principles and values governing actions and decisions individuals or groups of people. Ethics are meant to guide the actions of people for them to act in the right manner and justly. In philosophical perspective, it refers to acceptable human moral behavior. Business ethics, therefore, refers to a set of ethical problems, moral and ethical principles that the business environment experiences. It affects all business aspects and more so the individual characters and conduct in carrying out organizational objectives. In this case, it focuses on ethical issues in marketing of organization’s products to consumers. Business ethics are more often seen as either descriptive or normative. The behavior when doing business by farms employs descriptive methods of business behavior. Marketing, on the other hand, can be seen as the process of communicating a product’s value to customers as well as availing the product to consumers through transport, storage, selling and services. It is mainly done by positioning product to customers (Ginsburg, 2006).
Marketing as a field is argued as being the most unethical of all business activities. The marketing process involves all activities that are aimed on persuading consumers to purchase goods and products. Arguably, producers tend to use all means to rid themselves of their produce to the consumers without much consideration for the consumer’s welfare. This paper seeks to examine business ethics as it applies to the marketing of products to consumers. The paper critically examines the various moral issues facing marketers in their moral decision making capacity and how their decisions affect the consumers. Marketing ethics as a sub-set of business ethics is categorized into consumer behavior, pricing, product and services management, advertising management, international marketing, and...