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MM Assignment 2.0
MM Assignment 2.0
MM Assignment 2.0
ASSIGNMENT:
1. MARKETING ETHICS: A
COMPARISON BETWEEN SERVICE
AND OTHER MARKETING
PROFESSIONALS
SCOPE:
Managing Recent Scenarios Focuses on Profit and Not-for-
profit organizations, but most importantly, services have
become the most important course in present marketing.
In service marketing, the buyer cannot adopt any type of
unethical behaviour. That marketers are involved in a type of
unethical behaviour depends on moral values, personal
moral philosophy, professional standards and various other
determinants. The intangibility of many service attributes is a
key factor in distinguishing them from that of other goods.
Building trust between customers is the main feature of the
services marketing. As a result, service marketing
professionals are different from commodity marketing
professionals about marketing ethics issues.
Compare two categories of market:
The fundamental difference between a service seller and a
goods seller is that Service salesperson uses a personal and
emotional appeal to impress clients, while the seller of goods
uses tangible attributes. Other key features are the
indivisibility of the service provider's service and its inability
to adapt to the terms according to their supply and needs
can result in participation in unethical service to sell more
during rush hours. This can lead to immorality the behaviour
can sometimes cause trust issues between clients. So trust as
well as ethical behaviour is indirectly linked.
For a survey, service marketers compared their results with
those of others. Based on their moral values, personal moral
philosophy and business ethics value, found the following
reviews:
1) Understanding of ethical issues
In this case, the individual perception of the reality is
considered as the main source of difference in moral and
ethical judgment.
2) Recognize the importance of ethics and social
responsibility
Marketers must recognize that ethics and social
responsibility are beneficial and important for the
organization.
SCOPE:
SCOPE:
This study confirms the empirical test of Hunt and Vitell,
Mayo and Marks on the general theory of marketing ethics
traditionally followed but, in four different cultures. Using
the path analysis, the core relationship of the general theory
of marketing ethics originally tested by Mayo and Marks was
successfully replicated and studied using more than 1,500
students from seven universities in the United States,
Canada, the Netherlands, and Australia.
Tomorrow’s managers, seems to use a more ethical approach
to making ethical judgments about the study on the individual
sales, rather than a sample of marketing research managers
from Mayo and Mark. However, all four countries have
confirmed that the main premise of the theory is that morality
and teleology both have a common influence on moral
judgment so carried out. The original study was concluded by
confirming that there exists a positive correlation between the
probability of the consequences and the desirability of the
consequences so expected.
The use of social values as a moral norm seems to be
promising as shown in various cases. Although, the original
purpose of the model was to explain the management ethical
decisions, our research suggests that how individuals make
ethical decisions in their lives in various situations, may be
generalized. A general path analysis model representing the
salesperson's decision on three alternatives is presented in
Tables 4 through 8 by incubation and total sample so stated
and explained in detail. Figure 2 summarizes the beta
coefficients for all relationships in the national model so
provided. Although the alternatives cannot be directly
compared, the results of Mayo and Marks (1990) research,
provide references which were feasible and logical.
Regression analysis, as a concept was used for each test
relationship, except for the relationship between the
likelihood of consequences and the desirability of
consequences through ANOVA. Collectively, these results
replicate the work of Mayo and Marks (1990) and support
the Hunt and Vitell models. In addition to the relationship
between the moral norms and moral assessments
mentioned, the causal path proposed by the model is largely
important and explains the large number of variances in the
construction.
The core relationship of General Theory of Marketing Ethics,
originally tested by Mayo and Marks, has been successfully
replicated, using more than 1,500 students from seven
universities in the United States, Canada, the Netherlands
and Australia. “Tomorrow’s managers” seem to use a more
ethical approach to making ethical judgments about personal
sales than real-world managers of Mayo and Marks’
marketing research. However, it confirms the main premise
that moral theory and teleological philosophy jointly
influence the theory of moral judgment.
The initial study expanded by confirming the positive
correlation between the likelihood of consequences and the
desirability of consequences, and also showed that social
values are useful as moral norms. Although the original
purpose of the model was to explain management
ethical decisions, our research suggests that this theory is
equally useful and may be extended to individual ethical
decisions.
REFERENCES:
1. https://www.emerald.com/insight/content/doi/10.1108/02651339510
097748/full/html
2. https://www.emerald.com/insight/content/doi/10.1108/13555850110
764757/full/html
UTSAB CHATTERJEE 191160
SCOPE:
The scope of this project is about the ethical dilemmas that
happen within an organization and its non-compliance with
international regulations of United Nations and Foreign
Corrupt Practices Act (FPCA). Also, it reflects the top
management’s inability to increase the scope of ethical issues
beyond the given rules and compliances. The objective of this
project is to understand the nature and extent of the ethical
issues faced by USA international marketers and hence to
define the unethical practices in terms of the international
market.
The District Export Council Members (DEC) members were
selected to study the ethical issues in international
transactions. These DEC members are advisors to federal and
state governments of USA as well as consultants to
manufacturing companies related to export matters. Among
these those DEC members were selected which were
employed in the manufacturing sector as here the ethical
issues were related to limited market access through a fixed
time constrained number of channels. Mail surveys were sent
soliciting DEC members and accordingly questionnaires were
sent. These questionnaires got a response of near 28.9
percent suggesting high interest in international marketing
ethics.
On doing this methodology it was assumed that DISTRICT
EXPORT COUNCIL(DEC) members were well versed in
international marketing as well as knew about the various
ethical issues involved in non-domestic trade with other
foreign countries. Also, it was assumed that there would be
no regional differences as DEC members are distributed
nationally.
The limitations of this methodology of these questionnaires
was related to the extent of bias of the respondents who
were basically in good positions in international firms well
versed with international transactions. First of all, it was
unknown up to what extent the respondent’s perceptions
were related to media. Secondly, on the basis of results of
ethical issues answered there were many answers related to
outside the domain of marketing and hence its scope
penetrated to other functional areas. Third, there was
overlapping of various answers according to certain
categories and hence it was unknown upto what extent they
overlap each other.
Its implication was that it was the first account of the
responses of the various marketing practitioners which
showed their perceptions of the various ethical issues
occurring in international market. This has both public
policies relating to the legal, ethical and business dimensions
of the domestic market as well as corporate implications
which tends to review upon the codes of conduct that are
necessary for overall corporate welfare. Hence it would also
result in review of the FPCA act of the US government.
In the future this concept of ethical issues in marketing would
have a possibility of separation among the developed and the
developing countries. Also, with the development of this
methodology, though with some biases, it would help the
corporate managers in the upcoming period to predict these
ethical problems and to take corrective actions against these
issues by understanding the host country factors and hence
rejecting the idea of avoiding markets.
Hence this research project has helped us to understand the
various implications of the wide-ranging ethical issues
prevailing in the international trade and what are the
possible ways to address these issues so that brand image
remains in the domestic market as well as it caters to the
public welfare ,thus, bringing about ethical and sustainable
marketing.
6. RELATIONSHIP MARKETING AS AN
ETHICAL APPROACH: PHILOSOPHICAL
AND MANAGERIAL CONSIDERATIONS
SCOPE:
The scope of this project is related to the marketing function
in every domain which has been from its foundation has
largely been considered as transactional exchange between
buyers and sellers. But with the progress of time importance
of ethical standards and rules of conduct has risen to such an
extent that an altogether new concept of “RELATIONSHIP
MARKETING” has formed which stresses on the need to form
relationships with the main stakeholders, that is, customers
and thus incorporating ethical practices.
The objective of this report is to form a bridge between
RELATIONSHIP MARKETING and organizational ethical
behaviour by understanding the relationship with customers,
trying to build upon it so that in the long run the organization
can sustain as well as maintain a good network of loyal
customers for getting higher revenue.
Here the main areas that are to be addressed methodically
are handling of human resources and personnel, managing
external constraints and finding a balance between personal
and organizational interests. Often it has been seen that
marketing is the most significant domain with involvement of
ethical issues. These issues can be in the form of bribes, false
advertising, cheating customers, charging unfair prices etc.
Hence marketing managers need to address these issues
seriously for corporate welfare by classifying under the above
three categories and then analysing.
It is based on the hypothesis that ethical conflicts arise when
basically the needs committed towards one group clashes
with the demands of other groups causing dilemmas in
decision making. This is because it leads to a situation of
making judgements between right or righter and more wrong
or more wrong.
SCOPE:
This article discusses how ethics evolved and progressed in
international marketing towards the current "ethics era" as
well as the role of ethical approach to marketing on the
global marketplace. It also speaks through international
marketing about customer satisfaction.
An organization's stakeholders could observe ethical issues.
The moral problems occur when the organisation does not
recognize, anticipate and meet the requirement of the client.
This is mostly due to the absence of standardized
philosophical argument, i.e. what is ' good' or' ethical' and
whether these two words have comparable significance.
Placing consumer and social welfare before self-interest is a
major challenge experienced by distinct businesses, and this
is why an organisation has been compared with the two
distinct ethical methods that are utilitarian and
deontological.
A business should concentrate more on meeting the
common objectives instead of concentrating more on self-
interest, and should be component of the decision-making
process. This is now to be followed for both domestic and
international business owners, as domestic, geographical and
political categories are not the objective foundation for
maintaining an ethical value. Whether pleasure or pain, if it is
deemed universal, it will be of higher importance. The
marketing concept will therefore relate to the idea of "first
place the client."
Ethical relativism has been described here as action in one
community may be correct, but in another it may be morally
incorrect. It simplifies the absence of universal moral
standards that could, all the time, be applied to all people. It
is because, under the ethical norms of distinct nations, there
is so much variety in culture and procedures that
interpretations for universal ethical morality could not be
produced. Therefore, if such ethical relativism is performed
in global advertising, no moral conflicts could be created.
Here there was a debate about customer satisfaction and the
focus was more on "sale." It tried to convince people that
ethics doesn't matter in advertising. It suggests what
consumers want may not necessarily be good for those if
such required customers are achieved, but will definitely
suffer in the long run. They found that the "Caveat Emptor"
notion has become a challenge for corporate organisations.
This may improve customer understanding, but it has a major
effect on marketing choices.
Because of increasing MNCs and globalization process, the
need to create global marketing operations is generated. Big
and strong MNCs have negotiating authority and they
contribute too many developing economies ' GDP as well.
MNCs are expanding to the emerging global market by
1. Looking for untapped potential for market growth
2. Create fresh sections of the market and penetrate
current sections once
3. Extending obsolete products ' product life cycle
4. Presentation of fresh products
5. Acquisition and upgrade of current local products Thus,
MNCs give customers more option and satisfy current
and unfulfilled requirements and desires.
Through its characteristics, the domestic government faces
difficulties with the strength and control of MNCs. The
characteristics focused on by MNCs apart from the marketing
mix are:-
a. In altering social structures
b. Shaping political power
c. Transfer of knowledge
d. Determining structures for economic development.
a. Relationship
b. Network
c. Perspective
d. Contingency
e. Miscellaneous