AMaheshwari_BUS560-BE_Module_4_07-14-2011

AMaheshwari_BUS560-BE_Module_4_07-14-2011 - Module41...

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Module 4      1 Module 4
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Module 4      2 Abstract The topic of Business Ethics covers a wide range of topics.  The author through a few  citations attempted to cover brief areas on Marketing and operations with and without  ethics. In author’s view, marketing ethics focuses on principles and standards that  define acceptable marketing conduct. An operation is the process by which firms create  and deliver values  to  their customers. Author  also described the role  of ethics  in  marketing and operations.
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Module 4      3 Module 4 Deliverables Assignments:  Questions Question:  1.   what is marketing with and without ethics? Why do many people see  tension between ethics and marketing?  Response:  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  examined from an individual, organizational, and societal perspective. 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 (Ferrell, 2005). 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 (Murphy, Laczniak, Bowie and Klein, 2005). Marketing ethics focuses 
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Module 4      4 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 been codified as laws and regulations to require  marketers   to   conform   to   society’s   expectations   of   conduct,   marketing   ethics   goes  beyond legal and regulatory issues. Ethical marketing practices and principles are core  building blocks in establishing trust, which help build long-term marketing relationships.  In addition, the boundary-spanning nature of marketing (i.e. sales, advertising, and  distribution) presents many of the ethical issues faced in business today. Both  marketing  practitioners   and  marketing  professors  approach  ethics  from 
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This note was uploaded on 12/08/2011 for the course MBA 520,510,59 taught by Professor Kate during the Spring '11 term at Asian Institute of Management.

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AMaheshwari_BUS560-BE_Module_4_07-14-2011 - Module41...

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