Ethical Issues in Marketing


Marketing is more than simply the advertising side of sales. The true notion of marketing includes "creating, conversing, and providing value to customers. . . that benefit the organization and its stakeholders" (Solomon, Marshall, Stuart 9). This value is at the eye of the consumer and may differ considerably. Basic "buyer beware" methods are trained as early as middle school in an effort to educate people of the different techniques used to steer wants, which are based on cultural and public affects (Solomon, Marshall, Stuart 10). Despite having this education, marketers have the ability to create needs within consumers, even though there are many unethical means of doing so, the basic idea of creating needs is honest and provides consumers with benefits while ensuring an organization's lasting success (Solomon, Marshall, and Stuart 9). In marketing terms, a "need is the difference between a consumer's actual state and some desired express. " (Solomon, Marsh, Stuart, 9). Marketers create this need by showing consumers the benefits associated with their product, and consumers in turn assign value to having the product and have a reason to get it. Consider the necessity of cleaning up spills. A norm is created by society never to stay in filth. There are various ways to attain the transition from chaos (actual status) to no clutter (desired point out). Brawny implies the need for the "quicker picker top" to be able to give consumers the benefit of obtaining their goal more quickly and successfully. Further value is added through the capability to use less product. Another example is Axe for men. They may have a product lines that includes deodorants, body sprays, and shampoos. Their marketing creates a dependence on men to buy their product to be able to comply with another of society's norms of being clean. Axe, however, moves further in suggesting men should use their product to appeal to women. Although men might not need Axe specifically, marketing can convince them, on the psychological level, they have to smell a certain way to draw in beautiful women.


While there are opportunities for marketers to make use of unethical strategies, so long as products perform and deliver as the saying goes they will, there may be nothing unethical about creating needs. For instance, people who have Chronic Pulmonary Obstructive Disease might not know they may have a myriad of options out there for their condition. Is it unethical to acquire advertisements on tv to create knowing of the products that could help them lead an improved life? Absolutely not. Their desired condition is to be able to inhale easier and by getting information from marketers, they may then ask their doctor if this medication can help them. The buyer is happy because they have a possible new weapon in their fight an illness and the business is happy because they are building brand understanding and selling their products. Without providing their products, the business would vanish on the market. The skin care industry is a booming business right now. Youth and beauty are held in a high regard in our population today. Marketers know that by advertising items such as wrinkle reducers and epidermis ointments that promote vitality and children that people will buy these products. They utilize people's insecurities, vanity, and subconscious by using before and after pictures, pictures of beautiful women or men and recommendations from people who have used their products. On some psychological level, a lot of women plus some men will find a need for the products whether to undo past harm or as a preventative. While this alone is ethical, marketers have to be careful never to tout products that not deliver the results that they promise. When this kind of marketing takes place it is deceptive and then the practice becomes unethical. Marketers create needs by producing value in products and services leading to a difference between people's real and desired express. This difference can be internal, such as self-confidence with Axe or tangible such as Brawny quickly picking up messes. This practice is moral because, in many cases, the marketing consultancy is helping to raise recognition to the buyer about products they may well not have heard about or sharing an advantage that will make the consumer's life more efficient. Marketing serves in an effort to fulfill consumers while also allowing organizations to thrive in a capitalistic current economic climate.

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