Ethical Issues in Marketing

576 Words3 Pages
“Ethical Issues in Marketing’ Marketing, in contemporary times, has seen a tumultuous change in the way it's conducted in developing countries. Just as the media of social communication themselves have enormous influence everywhere, so advertising and marketing, using media as their vehicles, are pervasive, powerful forces shaping attitudes and behavior in today's world. Ethical Issues have to be on the top of the marketing issues, because each company has to take into account all these stuff. Behaving ethically is widely regarded as a good business practice. First of all people should highlight these things in order to avoid some problems such as: Market research: • Invasion of privacy (e.g. obtaining research data without permission) • Stereotyping – drawing unfair or inappropriate conclusions Target customers and market: • Targeting the vulnerable (e.g. children, the elderly) • Excluding potential customers from the market (e.g. discouraging demand from undesirable market sectors or simply refusing to sell to certain customers) Pricing • Price fixing • Price wars • Price collusion (agreeing with other competitors to set prices in a market to the detriment of competition and consumers) Advertising and promotion • Issues over truth and honesty • Issues with violence, sex and profanity • Taste and controversy • Negative advertising Unfortunately, some of the companies try not to follow this rules in order to make their profit higher and costs – lower, to spread a company wider and etc. But such mistakes ruin the companies or some certain filial branch. I remember my geography teacher told us the story about the McDonald's company was launching its business in different countries. At that moment it drew an attention to India. At start-up franchises in India, the company had problems with the local

More about Ethical Issues in Marketing

Open Document