19. 20. The impact on corporate social responsibility and consumer ethics2.1. “Never a dull moment” was the Samurai’s advertising theme. Problems with the persuasive intent of personal selling may be illustrated by the controversy over infant formula marketing in less developed countries. Marketing managers find that using the consumer sovereignty test is relatively straightforward. 38–48. J.R. Schiffman, “After Uptown, Are Some Niches Out?” Wall Street Journal, 22 January 1990. Creating the perception of a vehicle that was difficult to drive could have led to enhanced appeal with consumers who considered themselves excellent drivers. Schlegelmilch, B. Baumhart, “How Ethical Are Businessmen?,” Harvard Business Review, July–August 1961, pp. Journal. Social responsibility: Ethics and marketing strategy: Closing the gap between concept and application. Transparency with online marketing can make or break your business. A. Stark, “What’s the Matter with Business Ethics?,” Harvard Business Review, May–June 1993, pp. Many would argue that Suzuki was unjustly treated, that the Samurai was no less safe than other vehicles in its class, and that consumers could have decided for themselves whether it was suitable for their purposes. The argument may be grounded in utilitarianism, as initially espoused by Jeremy Bentham, in John Stuart Mill’s later conceptions of individualism, in Immanuel Kant’s conception of the autonomy of moral agents, or in the more recent work on consent and autonomy of philosophers such as Gerald Dworkin and Joel Feinberg.35 Most persuasive, perhaps, is social contracts theory, in which a company’s obligations to the consumer are conceived as fulfilling a social contract.36 A notion of consumer sovereignty can even be found in Marcus Tullius Cicero’s discourses on the duties of merchants. For example: Does action A violate the law? Moreover, a marketer’s knowledge of what is best may rely on research and will not reduce consumer choice but augment it, if supplied to the consumer as additional information. Some of the earliest marketing writing on the topic emerged in the 1960s; for example, Farmer asked, “Would You Want Your Daughter to Marry a Marketing Man?”3 In the 1970s, there was a shift from broad observations on marketing ethics to a focus on specific issues, such as respondents’ rights in marketing research.4 The shift became more pronounced in the 1980s with an increasingly more rigorous and often empirical treatment, such as Hunt, Chonko, and Wilcox’s survey of the ethical problems of marketing researchers.5 While research on specific issues continued, from the mid-1980s on, marketing writers were influenced by developments in the broader field of business ethics and began to draw more heavily on moral philosophy. Good ethics is in the firm’s long-term best interests. Delivery Channels. Included in your e-book purchase are three files: PDF, .epub, and .mobi. 41. Value-oriented framework, analyzing ethical problems on the basis of the values which they infringe (e.g. 303–309. For instance, Balke noted that it might not make sense for apparel brands to advertise prom dresses right now; though it’s technically prom season, many states have banned gatherings that large. Judeo-Christian morality, for example, provides a body of moral rules in the Ten Commandments. Honesty about the targeting of Uptown exposed RJR to charges of exploitation. The competitive world of marketing managers today is made more complex and ambiguous as new values enter their decision making. Riordan, “Judgments of Marketing Professionals about Ethical Issues in Marketing Research: A Replication and Extension,” Journal of Marketing Research 26 (1989): 112–121; and. The clear expectation of May D&F was to sell all or practically all merchandise at its ‘sale price.’”. C. Hymowitz and T.F. Smith N C. Publication Year. However, Suzuki’s practices do less well when compared with the information that the over-the-counter pharmaceutical industry provides to consumers. R.C. . ... Journal of Business Ethics 88(2): 263-286 Greenley GE (1989) An understanding of marketing strategy. G.R. He suggests that “concealed by the mystique of the market and consumer sovereignty is the power of corporations to set or influence prices and costs, to suborn or subdue politicians and to manipulate consumer response.” See: J.K. Galbraith, The Anatomy of Power (London: Hamish Hamilton, 1984), p. 12. However, few markets come close to fulfilling the requirements of perfect competition (indeed, if they did, caveat emptor might be more palatable). In the next section, I introduce the framework by showing why managers can no longer rely on caveat emptor. The forces demanding change, not least of which is the increased competitiveness of markets, generally overwhelm firms that attempt to resist. The framework does not, therefore, directly address marketing impacts on other stakeholders. Murphy, Marketing Ethics: Guidelines for Managers (Lexington, Massachusetts: Lexington Books, 1985), pp. Bibliographic Citation. 1–3. Comprehend the global meaning of ethics. Management research and ideas to transform how people lead and innovate. Lazniak and P.E. The era in the evolution of marketing when firms produced more goods than they could sell and thus had to focus on effective sales forces to find customers for their growing production capacity was referred to as the A. sales orientation era. Business’s social role developed as part of the effort to build the Great Society, including the associated legislative changes.
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