Marketing ethics involves applying moral principles to business interactions with consumers and related parties. Cultural values can impact ethical issues, such as animal testing. Misrepresenting products for profit is morally reprehensible and can lead to lawsuits. Marketing ethics protects consumers from unfair practices.
In general, ethics refers to how people relate morally to others in all their various interactions. Marketing ethics specifically refers to applying this basic morality in the conduct of business with one’s consumers and other related parties. Such a practice must necessarily include a conscious attempt by the firms under consideration to apply moral principles when dealing with customers or other customers, particularly with regards to the production, pricing and promotion of their goods or services. Some ethical issues are universal, while others stem from various people’s culture and beliefs. Therefore, various companies need to include this consideration in their marketing ethics.
An example of how marketing tactics can be derived from the cultural or social values of the particular group of people in the environment in which the company operates can be explained using the example of animal testing practice. Some cultures are more offended by the issue of animal testing than others because of the kind of values that exist in those societies. A cosmetics company in a less developed country where poverty is still rife may not have the luxury of seeking alternative forms of testing for their products. In this case, the topic of animal testing practice may not be a big deal and also customers may not be too concerned about such practice as they may not have too many alternatives. Conversely, a business in a developed country may face consumer boycotts if they engage in the practice simply because their culture is rich and they have many alternatives to the product produced by this manufacturer.
Marketing ethics can also refer to how a company presents its products to consumers, such as engaging in double talk or deliberately misrepresenting information or facts in order to generate more sales and make more profit. For example, a company might deliberately package its product to look like that of another popular product even though it knows its version is crappy. This company may be banking on the fact that not many people will look too closely to tell the difference between the two products. Not only would such a misapplication of marketing ethics be morally reprehensible, it would also be the basis for a lawsuit if the other company could show that it is capitalizing on its product identity to generate sales. As such, the issue of applying marketing ethics is one that helps ensure that consumers and customers don’t get a raw deal from manufacturers.
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