Not-for-profit marketing is more ethical than marketing for profit
Ethical marketing is laying profit making marketing decisions which are morally upright. It can encompass areas such as sourcing of raw materials, product advertising, staff employment and pricing. As views for morality are different and based on personal experiences and values, this develops a challenge for firms who wish to pursue profit making ethical marketing in an appealing way to customers. Here are some Examples of marketing means that involves ethics. Does the company exaggerate the better part of its products or services on its packaging? Are their claims overstated? Most firms draw bold claims to assist in quick sale of their products. Are those claims morally incorrect or merely “advertising draft?” Is it wrong to adopt high pressurized marketing techniques or centering of attention on customers who are vulnerable such as pensioners? Firms have their objective to make profits. It there was to be a reduction in the cost of production increases profit ratio. Is it wrong to negotiate crucial contracts with the products’ suppliers to reduce costs while it will reduce the their expected
Quite a number of businesses are started because the shareholders believe about an issue and they may desire to deal with such a matter through the business’ setup. Other businesses are after ethical marketing as they feel that is what their customers expect. Some consumers go for products and service for the grounds that they believe that the organizations responsible for their management is ethical. In response to the latter, customer demand organizations have increased their centers on ethical marketing for profit.
The UK Co-operative bank forms a significant example of such an organization that attempts to follow ethics based on t their customers’ needs. Ethical marketing for profit making requires strategies that reflect consumers’ and market requirements. It is quite challenging to define the term ethical or rather identify on the ethical decisions that cater to the prevailing market expectations. To balance ethics and persist to be competitive may prove to be difficult. On condition that ethical marketing involves bearing in mind the welfare and needs of employees, suppliers, and customers it could sum up to business costs. When business cost increase, profit edges reduces and or the cost is passed onto customers indirectly through price increments. If companies can adopt profit gains from ethical marketing that reflect market requirements, it might be appealing to consumers creating a competitive margin. Ethics can forms one attribute of a firm’s marketing strategies or the entire strategy might be based on ethical profit making marketing (George, 2008). The main objective is what the business is out to achieve and what is felt as expected by customers, legislation, public, shareholders and the market. Ethical marketing for profit making mostly create a competitive margin or increases business costs.
Unethical marketing is wrong by definition but usually it is usually also helpful in gaining profits though utilizes crude means. A good example is McCormick’s company which sold a device known as the ADE 651 that was marketed as to have potentials to detect explosives from more than 1 kilometer away. The product gained enormous profits, channeling in over $125 million of income in Iraq alone. It sold for about $40,000 each. The actual problem is that the device was not capable of achieving detection explosives on any means. It was simply an anti-shoplifting device. One can only imagine the larger effects this device had on its customers who got a false illusion of security from this device (George, 2008).
It is thought makes one cringe on how somebody would come up with such a scheme to mislead customers in such a way just to make an extra coin. This is the same case with Hitler’s propaganda and marketers of cigarettes. It is often stated that the ethics in marketing may be criticized because they are the only business functions that deliberately protracts out to emphasize the space between a persons’ reality and their anticipations in a way that people feel less of either self esteem or possessions so that they are eventually compelled to close the space by preventable spending. Personal criticism is often leveled at practitioners who are characterized as vapid unscrupulous individuals who believe they have superior information about human behavior, persuasion, motivation, and influences (George, 2008).
Academically the profession, marketing for profit, is criticized from a managerial view because it stands in state of stagnant un-criticality making justifications to be a ‘professional’ when it only attracts self prejudiced gurus and sages with a lack intellectual rigor and commercial good manners. Philosophically most of the critical view towards such marketing takes a modern standpoint in opposition to the primarily positivistic and managerialistic stance of most of the pro-marketing knowledge and business’ management literatures (George, 2008). Consumers and markets are depicted as resources to be overexploited for the shareholders’ profits, and little regard is paid to the larger problems that such behavior creates.
For a very long time, marketing management has sought after scientific credibility. And may be the most influential idea in attempting to suppress the idea of marketing just to gain profits rather than caring for entire needs that the customers expect what they pay for to reach their set objectives (George, 2008). In his angle of perceiving the issue, customers are there to analyze and understood so as to identify needs and weak points and may be eventually supplied by competitively varying value propositions. This way of seeking scientific credibility work avoids most of the ethical repercussions of such an approach of marketing for profit.
The ‘marketing procedures either implicitly or explicitly endorses Milton Freidmans’s philosophy and the saying that the end justifies the means. Simply businesses are only accountable to owner and shareholders unaided. Marketing as a line of work nevertheless is affected by a continual identity of crisis (George, 2008). Professionally it draws a line between ‘marketing as a business out there to just make an extra dollar’ and marketing as consumers facing functions. The former characterizes marketing as an essential and strategic procedure that guides the continual competitiveness of the organization the latter describes of marketing’s job in managing products and services development, channels to market, pricing, communications, service, image, and relationships.
The customers in the streets and many businesses, most to the irritation of many ill marketing professionals, regard marketing as to hold the entire bulk for persuading and influencing people to purchase products and services by face to face sales or advertising on both of these entities becoming linked with and represent the products and brand organization is possibly the most strategically significant aspect of daily unethical profit marketing management. Unethical marketing in view of the general public and most managers is linked with wasting time whish may lead to legal interventions and is sometimes disparagingly referred to as the coloring in department (George, 2008).