Paper One-Ethical Reasoning Process

Paper One-Ethical Reasoning Process - Cassandra Rubio, Eric...

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Cassandra Rubio, Eric Book, Melody Wright MGT 4301 Truth in Advertising Ethical Dilemma Introduction When people think of marketing they think of advertisements and brief explanations of a product or company. Marketing adds to the product or service overall. When companies take the time to do extra marketing the product or service is more likely to be purchased. People who do not study marketing do not always understand what elements go in to it. Those who do, know that the truth is spread a bit thin at times and the product may be perceived as better than it actually is. Now is this ethical? People expect to get what they see, but at the same time companies want higher results from their extensive thought that is put into the marketing of their product or service. Purpose The first step of the ethical reasoning process is to decide what the purpose is of making the decision. In this case, the purpose is to decide whether or not it hurts the consumer if the advertisement of a product is not quite the truth? This also goes hand in hand with the purpose of marketing. The main purpose of marketing is to make the product, company, or service well known. Now depending on how they achieve this is the main concern. It should be achieved by causing no harm to the customer. The definition of marketing is the process of performing market research , selling products and/or services to customers and promoting them via advertising to further enhance sales (Wikipedia). Marketing should be targeted to a certain group or market. For example, advertisements for diapers are directed towards people with children. Different kinds of brands of diapers are then directed to a more specific group from the original group. Luv’s diapers are for families with children, but are then redirected to a lower income 1
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group. This company will not stress on the money issue, but on the durability of the brand comparing it to the rest of the diapers in the market. Marketing essentially has to think of the four P’s, as learned in a marketing introduction class. They are price, product, place, promotion. “Product” refers to the goods or services one offer to one’s customers, “Price” refers to how much you charge for your product or service, “Place” refers to the distribution channels used to get your product to your customers and “Promotion” refers to the advertising and selling part of marketing (Ehmke, 2005).All of these elements have to flow, and if they do the company has a
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Paper One-Ethical Reasoning Process - Cassandra Rubio, Eric...

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