Ethical Issues In Marketing
A person will not make an acceptable ethical decision unless he or she recognises that a particular issue or situation has an ethical or moral component. Thus developing awareness of ethical issues is important in understanding marketing ethics. An ethical issue is an identifiable problem, situation, or opportunity requiring an individual or organisation to choose from among several actions that must be evaluated as right or wrong, ethical or unethical. Any activity that causes consumers to feel deceived, manipulated, or cheated, is a marketing ethical issue, regardless of the legality of that activity.
Ethical issues may stem from conflicts between a marketer’s attempts to achieve organisational objectives and customers’ desires for safe and reliable products.
Regardless of the reasons behind specific ethical issues, once the issues are identified, marketers and organisations must decide how to deal with them. Thus it is essential to become familiar with many of the ethical issues that may arise in marketing so that they can be identified and resolved when they occur.