Assignment Content

1. Read “Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making” from the University Library.Write a 350- to 575-word analysis and evaluation of a company’s effectiveness in the following areas:

   • Distinguish between social responsibility, ethical, and legal issues and their effect on marketing.
   • Relate the triple bottom line to an organization’s sustainability.
   • Analyze consumer influence on ethical behavior in marketing.
   • Assess the value of communicating ethical behavior to the public.
   • Conclude how ethical issues influence legal issues in marketing.

   Format your assignment according to APA guidelines.
   Submit your assignment.

Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making

Author:

Parilti, Nurettin; Kulter Demirgunes, Banu; Ozsacmaci, Bulent

Author Affiliation:

Gazi U; Ahi Evran U; Cankaya U

Source:

Marmara University Journal of Economic and Administrative Sciences, 2014, v. 36, iss. 2, pp. 275-98

Publication Date:

2014

Abstract:

In recent years business ethics and social responsibility have gained great importance in marketing practices, especially in societal marketing practices. Businesses infinitely struggle to indicate their contributions to society. Consumers consciously evaluate this contribution. Manipulated consumer choices and unethical marketing applications can affect purchasing behavior. Particularly intense competition, globalization and societal consciousness transform businesses into social organizations and lead them into marketing efforts offering social value. Although business ethics and social responsibility of businesses have gained more attention in recent years, defining consumers’ perceptions on ethical issues is still minimal. This study presents an empirical research of consumer perceptions on ethical issues. Reflection of this perception on purchasing behavior is also another important issue to be considered. The aim of this study is to investigate the factors related to ethical issues in marketing practices and to reveal possible influences of these factors on consumers’ ethical decision making. The main objective of the study is to find out consumers’ perceptions on businesses’ ethical issues such as misleading advertising, deceptive packaging and to reveal the impact of these issues on their ethical purchasing behavior or ethical decision making. It also reveals which criteria is more important for ethical decision making. This study reveals that consumers reflect their ethical perceptions on their purchasing behavior. Each ethical issue has been found to be a positive effect on purchasing behavior. Businesses’ practices on packaging has been indicated as the most effective ethical issue on purchasing behavior. The study is considered to be a significant outcome for businesses to direct their advertising, packaging and other activities.

Descriptors:

Production, Pricing, and Market Structure; Size Distribution of Firms (L11)
Corporate Culture; Diversity; Social Responsibility (M14)
Marketing (M31)
Advertising (M37)

Keywords:

Advertising; Ethical; Ethics; Marketing; Social Responsibility

ISSN:

Answer preview

           Communicating ethical behavior in public portrays openness and transparency, which promotes trust and integrity. The public gains trust in the company’s goods and services and more customers mostly imply increased profits for the company. The good relationship between the company and the public indicates that all parties receive consistent truth. This can be useful in resolving disputes when they arise. Good publicity is vital for the growth of any company as well as broadening the market for its goods and services (Parilti, Demirgüneş, & Özsaçmaci, 2014).

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