Word Count
Academy of Arts University
This intangible paper emphasis on ethics in markeng and impact of unethical markeng to the
brand image and its role in creang value or disadvantage in society. This paper talks about
ethics provide the origin for determining whether a certain accomplishment is morally good or
morally bad as consumer percepon. Currently the business ethics wrings have detonated in
both size and signicance. Because of the absolute capacity and variety of this works, and this
wring is deemed necessary to clarify the ethical issues, which can impact on brand image. The
current paper reviews the literature on business ethics with a disnct focus in markeng ethics
and impact on brand image.
However, the mainstream of condions that business people face today does not include rmly
lawful problems. Instead they must make decisions regarding what is correct or ethical
to do. It is one of the tasks of ethics to di"erenate between ethical and unethical business
rehearses. The task of shaping what is ethical or not is not easy. ‘Kenneth Andrews once
said, if it's black and white, and a man has normal courage and security, he'll say no. It's in the
gray areas that the businessman may more
Furthermost business decisions include variees among two or more goods or two
objeconable choices. An associated experiment to ethical decision making is that from me to
me good and bad seem to be combined products. In other words, a necessary outcome is
accompanied by a undesirable one for instance polluon and exhauson.
Literature review
Nonstop distress for business ethics acted powerfully during the 1920s. Term ethical markeng
is been researched and subsequently the impacts remained each and every acon was
acted. In this researched I have been through many arcles and popped up many crical points
to ensure the important impacts. In the rst research I have noted the importance of the ethics
and factors a"ecng the brand image. One of the main aspects for ethical markeng is to
understand the consumer behavior how each and every society react while giving any
purchasing decision, mostly react whatever they perceive from the brand or company behavior
whether company obeyed their promises or tried their best to deceive consumer.
Ethical markeng is not just related to consumer but it also covers stakeholder in broad sense.
For any company it is vital to move logical with its stake in a balanced manner. Once company
deceives suppliers, government or employees it can automacally a"ect consumer buying
behavior process for instance imagining companies loyalty. While ending this research I have
analyzed two unethical scandals of unilever and shell companies, from that scandal we can
understand that how important ethical markeng is. Being socially responsible is not just the
ma2er to show companies grace to the customer but being responsible whatever they act is
important to the society such as shell has unpolluted the Nigeria environment for extracng oil
and have killed protestors indirectly to avoid bad consequences on companies image.
Ethical markeng refers to the applicaon of markeng ethics into the markeng pracces. This
is not an easy job to do; this task a4rms some di4cules while rms are introducing some
products or services to the society, whether it is good or evilly intended to abstract customer.
The funconal part of ethical markeng is nearly belonged to ethical abuse in companies
markeng strategy that is why because companies are charged to communicate and responsible
to sasfy consumer needs in order to remain in the market. Thus markeng is seen by mostly in
public but it is also noced in society as well. Markeng is a key funconal area in the business
organizaon that provides a visible interface with not only customers, but with all other
investors. It is signicant when talking markeng ethics to recognize that it should be examined
from an individual, organizaonal, and public perspecve. Ethical standards should not be
confused with the government regulaons brought into force to improve consumer welfare.
Ethics and Markeng Ethics
The term ethics is studied by many researchers and have tried to mean the denion in their
own wrings. “[run67] , Taylor (1975),have all de$ned the term ethics and we see that in their
de$ni%ons the term ethics is used interchangeably with morals. Vitell (1986) applied Taylor's
de$ni%on to de$ne marke%ng ethics as "an inquiry into the nature and grounds of moral
judgments, standards, and rules of conduct rela%ng to marke%ng decisions and marke%ng
Recent research considers ethics as the study of philosophy of human nature or conduct with an
emphases what is good or bad and right or wrong. According to the marketer ethic refers as
principle or rules conducted in working area through the consequences given by the marketer
decision. Markeng ethics had an in=uence on companies and their response to market their
product and services In a more socially responsible way and their response to market their
product and services In a more socially accountable way. Conferring to me markeng ethics are
praccal to deal with the moral principles behind any operaonal and regulatory markeng
Ethical Values in Markeng
Subsequent ethical values theorecal to be follow by the marketer while giving any decision
Honesty: marketer should be sincere whatever product and services they are introducing and
should o"er value fairly responsive
Respect: organizaon should appreciate about the thought and view of the consumers and the
society and they should never behave irrespecvely towards their stakes. They should
acknowledge the dignity and grace of all society equally.