maketing and ethic

소개글

maketing and ethic 에 대한 보고서 자료입니다.

목차

Ethics are a collection of principles of right conduct that shape the decisions people or organizations make. Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization.

In a market economy, a business may be expected to act in what it believes to be its own best interest. The purpose of marketing is to create a competitive advantage. An organization achieves an advantage when it does a better job than its competitors at satisfying the product and service requirements of its target markets. Those organizations that develop a competitive advantage are able to satisfy the needs of both customers and the organization.

As our economic system has become more successful at providing for needs and wants, there has been greater focus on organizations' adhering to ethical values rather than simply providing products. This focus has come about for two reasons. First, when an organization behaves ethically, customers develop more positive attitudes about the firm, its products, and its services. When marketing practices depart from standards that society considers acceptable, the market process becomes less efficient—sometimes it is even interrupted. Not employing ethical marketing practices may lead to dissatisfied customers, bad publicity, a lack of trust, lost business, or, sometimes, legal action. Thus, most organizations are very sensitive to the needs and opinions of their

customers and look for ways to protect their long-term interests.

Second, ethical abuses frequently lead to pressure (social or government) for institutions to assume greater responsibility

본문내용

March 15:22.
Jones, Thomas M., and Ryan, Lori V. (1998). "The Effect of Organizational Forces on Individual Morality: Judgment, Moral Approbation, and Behavior." Business Ethics Quarterly July: 431-445.
Koehn, Daryl. (1999). "Business Ethics Is Not a Contradiction." San Antonio Business Journal 12(49) (January): 38.
Kotler, Philip, and Armstrong, Gary. (1999). Principles of Marketing, 8th ed. New York: Prentice-Hall.
Mahoney, Ann I. (1999). "Talking About Ethics." Association Management March: 45.
Murphy, Patrick E. (1998). "Ethics in Advertising: Review, Analysis, and Suggestions." Journal of Public Policy and Marketing Fall: 316-319.
Murphy, Patrick E. (1999). "Character and Virtue Ethics in International Marketing: An Agenda for Managers, Researchers, and Educators." Journal of Business Ethics January: 107-124.
Rallapalli, Kuman C. (1999). "A Paradigm for Development and Promulgation of a Global Code of Marketing Ethics." Journal of Business Ethics January: 125-137.
Rieck, Dean. (1998). "Balancing Ethics and Profitability." Direct Marketing October: 53-56.
Rose, Gregory M., Bush, Victoria D., and Kahle, Lynn. (1998). "The Influence of Family Communication Patterns on Parental Reactions Toward Advertising: A Cross-National Examination." Journal of Advertising Winter: 71-85.
Russell, J. Thomas, and Lane, W. Ronald. (1999). Kleppner's Advertising Procedure, 14th ed. New York: Prentice Hall.
Self-Regulatory Guidelines for Children's Advertising. (1997). New York: Children's Advertising Review Unit of the Council of Better Business Bureaus.
Sirgy, M. Joseph, Lee, Dong-Jin, Kosenko, Rustan, and Lee, H. (1998). "Does Television Viewership Play a Role in the Perception of Quality of Life?" Journal of Advertising Spring: 125-142.
United States Code, Title 15, Section 45.

키워드

maketing,   ethic ,   maketing and ethic