Is Marketing Ethical And Ethical - 1158 Words

Is Marketing Ethical? The purpose of this paper is to discuss whether or not Marketing is ethical. The flow of this paper will present a brief discussion on the definition of marketing, a brief discussion on the definition of ethics, and overview of the marketing process, and finally a narrative that discusses my view on whether or not marketing is ethical. WHAT IS MARKETING? According to the Kotler text, marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (Kotler and Armstrong 5). This definition extends marketing beyond advertising, promotion and selling. Marketing is used to create value for customers and building strong relationships with those customers. If a company is successful in creating value and building strong customer relationships, the company will be able to capture value from customers. WHAT IS ETHICS? According to Brown and Suter, ethics are the moral principles and values that govern the way an individual or a group conducts its activities (Brown and Suter 10). Based on the definition provided by Brown and Suter, ethics go beyond whether something is legally or socially correct. It is based on a set of principles and values. The principles and values employed by a company will drive the overall marketing process of that company. WHAT IS THE MARKETING PROCESS? Since marketing goes beyond the advertising, promotion and selling of a product,Show MoreRelatedEthical Issues With Ethical Marketing Essay1333 Words   |  6 PagesIssues with Ethical Marketing Ethical problems in marketing starts with conflicts and disagreements. Each party in the marketing transaction brings expectations of how the business relationship will exist and how the transaction should be conducted. Some ethical problems in marketing research aren’t always the invasion of privacy and stereotyping. 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