Business and Marketing Ethics
Read this article on business and marketing ethics in the global marketplace. Look at the discussion topics at the end of the article and reflect on each question.
Summary
- Ethical touchstones that marketers may consider include philosophies of Bentham, Kant, Rawls, and Machiavelli.
- Ethical theories may range from Utilitarianism to Deontology.
- Fundamental rules of marketing worldwide may include be legal, decent, honest and truthful; show responsibility to customers and society; and compete fairly.
- International marketers should be especially sensitive to comparative advertising, marketing targeted at children, and promotion of alcohol and tobacco products.
- Useful professional codes of ethics for marketers include those by the American Marketing Association and the Better Business Bureau.
- Surveys have shown among the practices that most generate trust from consumers through honest business practices, clear communications, addressing consumer needs, and involvement in the community.