Marketing Ethics And Social Responsibility

Marketing Ethics And Social Responsibility

Introduction

Importance of marketing ethics and social responsibility

In today's fast pace of competition, the organizations are require to develop such effective and efficient strategies that guarantee the organizational success and growth in both short term and long term. Along with the management and operations aspects, the marketing has also great influence upon the overall success of the organizational performances. The marketing activities also have great impact upon the reputation of the organization. The organizations that carry out marketing activities while keeping many marketing under consideration, tends to have greater customers' support and loyalty. The marketing managers and the marketing activities play essential role in the development of effective corporate strategy that further assists in the responding of challenges that are given by other competitors in the market.

In carrying out marketing activities, the organizations are required to consider various ethical issues. The ethics refers to the moral standards that are based on the judgments of right and wrong. In marketing, the ethical considerations require the marketing managers to carry out right things and activities that can comply with the corporate social responsibility. The ethical marketing decisions and strategies should be developed and implemented keeping in view the needs and requirements of the customers, suppliers, stakeholders and other business partners. In today's modern era, the level of competition has increased among the competitors in the industries. In order to attain as to well as to retain the competitive position in the market, most of the organizations are developing and implementing unethical marketing strategies and practices in order to get the highest of market share and the customers' attentions. The most common unethical behaviors that are exhibited by the organizations involve aggressive price wars, misleading marketing, unethical and false advertising, exaggerations and other unethical activities. These unethical marketing behaviors negatively impacts the organization's relationship with that of its customers and various stakeholders. According to many marketing research studies, it has been found that the customers believe, prefer and favor those companies that take strong ethical considerations in their marketing activities (Schiffman, L. G. and Kanuk, L.L., 2010). The research studies also have shown that the organizations' ethical marketing activities and organizations' corporate social responsibilities are interlinked to each other. Therefore the ethical aspects in the marketing activities are basically the selling point of the organization's image among the customers, other stakeholders as well as among the competitors in the market.

Discussion

It is very essential for the organizations to carefully understand the characteristics and the importance of ethical aspects in marketing and the impacts of such aspects on the consumer behaviors. The organizations, in order to attain the largest customer share among the competitors, must have to identify and analyze certain important factors, relating to marketing and other management issues that have direct and indirect impact upon the ethical strategic decision makings. The organization must also make careful understandings about the differing concepts of ethics and social responsibility in marketing. The following section aims at discussing ethical ...