Ethics and Marketing Essay Example | Topics and Well Written Essays - 3000 words

Ethics and Marketing - Essay Example Ethics in marketing are very important because marketing is a discipline that interfaces with diverse stakeholders in a society. Marketing is a pivotal aspect of any business that not only extends a discernable and visible interface with customers, but also with a plethora of other entities such as dealers, business associations, shareholders, investors, trade unions, media, etc (Houston, 1994). Hence, marketing is a facet of commerce that has three vital dimensions that are individual, organizational and societal (Houston, 1994). In that context, to talk about ethics in marketing is utterly unfeasible from any singular or narrow perspective. A true understanding of the ethical domain of marketing necessitates a broader and holistic perspective. There exist multiple crucial reasons to facilitate an understanding into and development of most relevant approaches as to inculcate ethics in marketing operations. Most of the organizations existing today are vulnerable to committing ethical foibles and to face an ethical misconduct perpetrated by staff and managers. Even the most well intentioned marketers do face the possibility of taking steps that appear to be ethical on the surface, but are in fact replete with ethical scandals and repercussions, giving way to infamy and legal hassles (Andreasan, 2001). So there exists a dire need to identify the possible risks and chances of misconduct inherent in the marketing operations. At the same time there must exist an attitude of ethical propriety and a commensurate infrastructure within organizations to challenge the ethical misconduct as it springs up, rather than covering up or hiding ethical scandals (Andreasan, 2001). ... The purpose of this paper is to delve on the existing and emerging definitions of marketing and the way they cater to the scope and need for an ethical conduct in the marketing operations. The paper also delves on the ways and means in which the marketers can quantify and evaluate the ethical conduct in the strategies adopted by them. Origins of Marketing Traditionally speaking, marketing is associated primarily with trade or exchange. To put it in simple words, marketing in a way existed since the time mankind learnt to or managed to produce a surplus (Bartels, 1976). Again in a historical context, in the beginning, the generated surplus existed in the form of agricultural produce that was mostly exchanged or bartered for manufactured goods like pottery or textiles (Bartels, 1976). Eventually this exchange of goods got centred on certain specific locations that eventually evolved into what is today known as markets. The concept of trade, as it evolved, allowed and stimulated people to specialize in the production of specific goods and services that they could take to markets to exchange with goods and services required by them (Bartels, 1976). The concept of trade got further transformed with the onset of Industrial Revolution. The economies started to rely less on agricultural produce and the emphasis gradually begin to shift towards industrial production (Bartels, 1976). In the pre Industrial Revolution era, the goods and services were produced on a small scale. However, industrialization resulted in a tremendous boost in productivity due to the mechanization of production operations (Bartels 1976). As a result of these developments, the producers were placed in a position