A634.5.4.RB - Is Marketing Evil?

After reading the article concerning marketing ethics and business practices, it makes questioning a company and how they function reasonable and justifiable because many large corporations intentionally or unintentionally deceive their customers. However, do the guidelines make a difference to the marketers? This question is debatable because one does not want to believe a company or organization will intentionally deceive them and cause harm to the client. Farrell (n.d.) shared that it is important to understand how people make business ethics decisions in an organization. In addition, Farrell (n.d.) explained that the organization has to understand what drivers of behaviors are, and how those align with integrity and goals. A company can and should have ethical guidelines in place to guide their employees to uphold the best practice but that does not mean they will. There are several driving forces behind unethical practices, which push employees to make decisions they would not normally make, to include meeting quotas, meeting difficult goals, and getting the next big sale.

Wible (2011) explained that marketers commonly defend their actions by saying they are simply supplying what the customer wants and needs. However, this can corner a customer and the employee justifying their actions by stating it is what the customer wanted.  How can companies balance their need to win with ethical practices? Knauss (2010) explained that companies have establish strict ethical processes for customer-facing teams and support their folds, all with appropriate checks and balances; this provides transparent marketing. In addition, he went on to explain (2010) that in order to truly develop trust with customers, companies must walk the walk. If a company maintains their standards of business practices then what they set out to do should be achievable.

            We are reaching age where companies such as target, Walmart, and amazon track purchases concerning how customers spend their money. This can unnerving as a consumer because there are eyes with every move, including what is purchase at the store by corporations. Is it ethical? This can go one of two ways. First, a company is trying to understand their clients purchasing habits in order to fill and keep stock of wanted/ needed items. On the other hand, this can be viewed as over stepping the boundaries of the customer and be unethical. Is this unethical, it depends how far a corporation is willing to go and what boundaries they will cross to get the information about a consumer.

            Finally, in order to manage the ethical aspects of marketing as the leader/ manager of an organization, I would stress the importance of balancing the required work and upholding company standards. There is zero benefit to stepping outside of standards when the guidelines of checks and balances are in place for a reason. Farrell (n.d.) stated that the value of a positive reputation is difficult to quantify, but it is an important intangible asset that all marketers understand. He went on to explain that a single negative incident could influence perceptions of a corporation’s image and reputation instantly and for years afterward.

            Overall, the ethical practices of an organization can influence how employees treat their customers. By forcing employees to meet quotas, achieve unattainable deadlines, or have customers buy into items they do not need in order to boost sales, pushes them to make unethical decisions to support the organization. It is important for businesses to set their standards and walk the walk in order to show their clients they are reputable and acting their best interest.

Farrell, L. (n.d.). Marketing Ethics. Retrieved June 27, 2017, from http://college.cengage.com/

     business/modules/marktngethics.pdf

Knauss, D. (2010, January 19). The Role Of Business Ethics In Relationships With Customers. 

     Retrieved June 27, 2017, from Forbes website: https://www.forbes.com/2010/01/19/ 

     knauss-clorox-ethics-leadership-citizenship-ethics.html

  

Wible, A. (2011). It's all on sale: Marketing ethics and the perpetually fooled. Journal of Business Ethics, 99, 17-21. doi:http://dx.doi.org.ezproxy.libproxy.db.erau.edu/10.1007/s10551-011-1162-9