Business & Ethics & Law A-6

Business & Ethics & Law A-6 - E thics and...

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Ethics and Law in Marketing 1 Running head: ETHICS AND LAW IN MARKETING Ethics and Law in Marketing Shranda Y. Caldwell BUS 340-Ethical and Legal Issues in Business Professor Mestman July 10, 2010
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Ethics and Law in Marketing 2 Ethics and Law in Marketing Introduction Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be observed by an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this paper is to analyze the legal and ethical side of marketing. Defining Marketing Ethics Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics in the workplace refers to rules (standards, principles) governing the conduct of organizational members and the consequences of marketing decisions (www.tutor2u.net). Therefore, ethical marketing from a normative perspective approach is defined as “practices that emphasize transparent, trustworthy, and responsible personal and organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders. Marketing ethics focuses on principles and standards that define acceptable marketing conduct, as determined by various stakeholders and the organization responsible for marketing activities. While many of the basic principles have
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Business & Ethics & Law A-6 - E thics and...

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