Ethical Issues: the Result of Technological Evolution

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Ethical Issues: The Result of Technological Evolution Tim Garry BIS 220 – Introduction to Computer Application and Systems October 7, 2013 Dean Rea Ethical Issues: The Result of Technological Evolution A company’s marketing strategy is one of the most relevant aspects of their business. It is the medium by which the organization communicates value to its customers. Marketing plays a large role in business because consumers must be aware of and see value in the company’s offering if they are going to consider making a purchase. David Ogilvy, best known as “The Father of Advertising,” once said: “Products, like people, have personalities, and they can make or break them in the market place” (as cited by BrainyQuote.com, n.d.). Marketing is responsible for developing and demonstrating this personality through various mediums of communication. These mediums have evolved over the years with recent advancements in technology. However, this innovation has created new ethical issues in the marketing industry through the use of automated telemarketing systems and customer data mining technologies. As telephones became increasingly popular in most modern households, so did annoying telemarketing calls. Most home numbers are listed in their city’s phone book. Telemarketers can easily obtain the contact information of those listed, leaving them susceptible to sales calls at any time. Also, organizations seeking to optimize their operational effectiveness have moved to automated telemarketing systems. This technology automatically dials numbers, presents a message, and records the customer’s response. Many individuals complained about telemarketers which eventually led lawmakers to question the righteousness of unsolicited marketing calls and as a result, lawmakers were faced with a new ethical issue to deal with. The issue was the annoying

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