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Academy of Arts University
This intangible paper emphasis on ethics in marketing and impact of unethical marketing to the
brand image and its role in creating 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 perception. Currently the business ethics writings have detonated in
both size and significance. Because of the absolute capacity and variety of this works, and this
writing 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 distinct focus in marketing ethics
and impact on brand image.
However, the mainstream of conditions that business people face today does not include firmly
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"erentiate 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 varieties among two or more goods or two
objectionable choices. An associated experiment to ethical decision making is that from time to
time good and bad seem to be combined products. In other words, a necessary outcome is
accompanied by a undesirable one for instance pollution and exhaustion.
Literature review
Nonstop distress for business ethics acted powerfully during the 1920s. Term ethical marketing
is been researched and subsequently the impacts remained each and every action was
acted. In this researched I have been through many articles and popped up many critical points
to ensure the important impacts. In the first research I have noted the importance of the ethics
and factors a"ecting the brand image. One of the main aspects for ethical marketing 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 marketing 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 automatically 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 marketing 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 extracting oil
and have killed protestors indirectly to avoid bad consequences on companies image.
Ethical marketing refers to the application of marketing ethics into the marketing practices. This
is not an easy job to do; this task a4rms some di4culties while firms are introducing some
products or services to the society, whether it is good or evilly intended to abstract customer.
The functional part of ethical marketing is nearly belonged to ethical abuse in companies
marketing strategy that is why because companies are charged to communicate and responsible
to satisfy consumer needs in order to remain in the market. Thus marketing is seen by mostly in
public but it is also noticed in society as well. Marketing is a key functional area in the business
organization that provides a visible interface with not only customers, but with all other
investors. It is significant when talking marketing ethics to recognize that it should be examined
from an individual, organizational, and public perspective. Ethical standards should not be
confused with the government regulations brought into force to improve consumer welfare.
Ethics and Marketing Ethics
The term ethics is studied by many researchers and have tried to mean the definition in their
own writings. “[run67] , Taylor (1975),have all defined 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 marketing ethics as "an inquiry into the nature and grounds of moral
judgments, standards, and rules of conduct relating to marketing decisions and marketing
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. Marketing ethics had an influence 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 marketing ethics are
practical to deal with the moral principles behind any operational and regulatory marketing
Ethical Values in Marketing
Subsequent ethical values theoretical 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: organization should appreciate about the thought and view of the consumers and the
society and they should never behave irrespectively towards their stakes. They should
acknowledge the dignity and grace of all society equally.