Ethical issues in Marketing Strategy

Résumé du document

A large part of the human race has understood that the future of the world can depend on what we do now with it. If we want our future generations to live in good conditions, we have to begin straightaway to change our everyday habits. Ethics is becoming highly important. Each person answers differently to ethical issues because it depends on many factors as conscience, opinion, values and standards. These factors will interact with your personal vision of the conflict. Companies consider business ethics as a new strategic point to develop in order to tempt the target better and more generally all the customers. In reality, if the companies' behavior is changing, it's because they know that customers are more responsible, and that they prefer to purchase an item according to their opinion instead of being under the influence of a marketing strategy. At the beginning, this tendency was very important in the food market because consumers needed more quality and security for their own health. The phenomenon is now spreading to other markets such as tourism, cosmetics and fashion. All the industries are trying to follow this trend in order to increase the sales. But is there a place in marketing for ethics and is that in the best interest of consumers or only in the interest of the company?

Extraits

[...] As a matter of fact, ethic means change! No more issues about children labor in Asia by famous companies; help south countries to develop themselves by working with them; respect environment by guarantying manufacturing process My personal vision Last year, I did my fourth year thesis on the ethical fashion. This subject was a way to discover what ethic and ecology really mean, what are the origins and what the repercussions are on the business activities. What I really understood is that ethic is a new duty that everyone have to respect, it is a new justice in the business environment in order to avoid discrimination and to increase people values. [...]

[...] It shows how to manage an ethical issue in different kind of situation. Authenticity diagram Here is another essential diagram which shows how to become authentic thanks to ethical choices in different stages: (Thinking stage is where you analyse the issue. It is a reflective step: “What should I (Change is how to deal with an issue by exposing the several solutions that I have. (System deals with the process: who should I report the issue to? (Self: being, knowing and becoming. [...]

[...] Ethical issues in Marketing Strategy When business has to change Table of contents Introduction 2 I. Ethic, a new way to do business Origin and Definition The four capital and the 7 C's model Ethic Diagram Authenticity diagram 8 II. Change in the future Customers and companies behavior Ethic and Ecology: a new way to do business My personal vision 11 Conclusion 12 Introduction Since few years, people are having a new behavior towards planet. In fact, a large part of the human being has understood that the future of the world can depend on what we do now with it. [...]

[...] ( The Political Capital is about networking and the development of influence relationships within the organization”. The relationship between people within the company is crucial. Respect, integrity, motivation have to match with an ethical behavior. ( The Community Capital is composite ethnographic, demographic, ever changing diversity of the community that supports the existence of the family, group or organization”. Here the main thing is to create a healthy corporate culture: learn from each other and be able to fulfill in such an environment. [...]

[...] We can consider that all the vital links of the planet want things to change. For the moment, we have identified what citizens did, what governments did and what are the current consequences. Now the priority is to react, to find new solutions and above all, enforce them. However, being Green is trendy and it represents a new market for many companies. Ethic and Ecology: a new way to do business During a couple of years, three-quarter of the advertising campaign were dealing with the ecologic problematic. [...]