Q.Advertising should be banned because it diminishes consumers freedom of choice.

Discuss this claim

ADVERTISING CREATES AWARENESS

AND INCREASES CHOICES.
THE MAJOR OBJECTIVES
-Goals that an organization seeks to achieve through its promotional program in terms of
communication effects such as
- creating awareness of the product/brand,
-knowledge of the product/ brand
[features/ benefits of the product usage]
-images of the product/brand,
-attitudes of the users of the product,
-help people to show their preferences for the product,
-help people to make the purchase intentions.
-increasing response rates
- contributing to ROI business goals.
Build a brand image- Test customer awareness of brand recognition and perceived values
Increase Sales- Levels of repeat purchase
Build customer loyalty and relationship- Levels of customer retention
Change customer attitudes- Measure demographic profile of purchases
- Measure type of goods ordered by new purchasers
- Compare with previous data.
Stimulate an increase in sales- Number of enquiries from advert, - Number of enquiries converted into
sales
Remind customers of the existence of a product- Test customer awareness both before and after the
advertising campaign, - Number of enquiries
Inform customers- Test customer awareness, - Number of requests for further information
OBJECTIVES COULD INCLUDE
-creates product awareness
-makes known product availability
-creates product perception
-helps to develop product memory
-helps to develop a brand image
-creates a desire
-develops a want
-stirs up the brand
-harnesses the desire
-helps in making the buying decision
-helps to influence the choice
-helps in buying
-------------------------------------------------------------Several broad objectives including:
building product awareness,
creating interest,
providing information,

stimulating demand and

reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a
message containing information about some element of the marketers offerings.
For example:
Message About Product Details about the product play a prominent role in advertising for new and
existing products. In fact, a very large percentage of product-oriented advertising includes some
mention of features and benefits offered by the marketers product. Advertising can be used to inform
customers of changes that take place in existing products.For instance, if a beverage company has
purchased the brands of another company resulting in a brand name change, an advertising message
may stress New Name but Same Great Taste.
===============================================================
Message About Price Companies that regularly engage in price adjustments, such as running short
term sales (i.e., price markdown), can use advertising to let the market know of price reductions.
Alternatively, advertising can be used to encourage customers to purchase now before a scheduled
price increase takes place.
======================================================
Message About Other Promotions Advertising often works hand-in-hand with other promotional mix
items. For instance, special sales promotions, such as contests, may be announced within an
advertisement. Also, advertising can help salespeople gain access to new accounts if the advertising
precedes the salespersons attempt to gain an appointment with a prospective buyer. This may be
especially effective for a company entering a new market where advertising may help reduce the
uncertainty a buyer has about a new company.
=====================================================
Message About Distribution Within distribution channels, advertising can help expand channel
options for a marketer by making distributors aware of the marketers offerings. Also, advertising can
be used to let customers know locations where a product can be purchased.
===============================================================
=
ADVERTISING/ PUBLICITY Communication OBJECTIVES involve ...
Awareness
Comprehension
Brand insistence or loyalty
Feelings
Attitudes toward the product
General Advertising/ PUBLICITY Objectives could be
To prompt direct action
To encourage information search
To relate product to needs
To encourage recall of past satisfactions.
To modify attitudes
To reinforce attitudes
To highlight product differences
To reveal product attributes or benefits
To push price/quality
To target product users
To exhibit product usage or application
To fight Against a particular competitor
To fight Against an entire product category
To show association
To show a solution to a problem situation

============================================
Advertising has an important effect on a countrys economy, society, culture, and political system.
ECONOMIC IMPACT
Most economists believe that advertising has a positive impact on the economy because it stimulates
demand for products and services, strengthening the economy by promoting the sale of goods and
services. Manufacturers know that advertising can help sell a new product quickly, enabling them to
recoup the costs of developing new products. By stimulating the development of new products,
advertising helps increase competition. Many economists believe that increased competition leads to
lower prices, thereby benefiting consumers and the economy as a whole. These economists also argue
that by interesting consumers in purchasing goods, advertising enables manufacturers and others to
sell their products in larger quantities. The increased volume of sales enables companies to produce
individual units at lower costs and therefore, sell them at a lower price. Advertising thus benefits
consumers by helping lower prices.
Other economists, however, believe that advertising is wasteful. They argue that the cost of
advertising adds to the cost of goods and that most advertising simply encourages consumers to buy
one brand rather than another. According to this view, advertising simply moves sales from one
company to another, rather than increasing sales overall and thereby benefiting the economy as a
whole.
Advertising causes an economic chain reaction.
-The advertising expenditures made
throughout the economy by businesses in all industries and all geographic areas set off
a chain reaction that
**(1) generates a net gain in direct sales and jobs due to the
promotion of the industries' products and services,
**(2) generates indirect sales and jobs
among the first level suppliers to the industries that incur the advertising expenditures,
and
**(3) generates indirect sales and jobs among all other levels of economic activity as
the sales ripple throughout the economy.
-FUNDS THE DYNAMICS OF MEDIA ACTIVITIES,
WHICH EMPLOYS MILLIONS OF PEOPLE.
-HELPS THE FUNDING OF DYNAMICS OF ECONOMIC ACTIVITIES,
WHICH GIVES EMPLOYMENT OPPORTUNITIES.
-STIMULATES BUYING / CONSUMPTIONS, WHICH HELPS
THE ECINOMY GROWTH.
-STIMULATES THE COMPETITION, WHICH STIMULATES COMPETITION
-INCREASES THE BUYING/ CONSUMPTIONS
-STIMULATES INNOVATIONS, WHICH IS GOOD FOR ECONOMIC GROWTH.
ETC ETC
=================================================
SOCIAL IMPACT
Advertising can have wide-ranging repercussions on a society. Some critics suggest that advertising
promotes a materialistic way of life by leading people to believe that happiness is achieved by
purchasing products. They argue that advertising creates a consumer culture in which buying exciting
new products becomes the foundation of the society's values, pleasures, and goals.
Other critics express concern over the way advertising has affected women and racial minority groups.
Ads in the 1950s depicted women primarily as decoration or sex objects. Although millions of women
worked outside the home in the 1960s, ads continued to focus on their role as homemakers. Whether

owing to the feminist movement or to women's increasing economic power, after the 1960s it became
more common to see women depicted in professional roles. However, many ads today still emphasize
a womans sexuality.
The way advertising has depicted racial minorities has also been harmful. Prior to 1960, African
Americans were usually shown in a subordinate position. Due to the influence of the civil rights
movement, however, advertisers by the 1980s had begun to depict African Americans as students,
professionals, or business people. However, many African American organizations and community
activists continue to object to the way that alcohol and tobacco companies have seemingly targeted
low-income minority communities with a heavy preponderance of outdoor advertising for their
products.
As ads have begun to more fully reflect the lives of women and African Americans in the United
States, increasing attention has been paid to the way in which advertising shows other ethnic groups,
including Hispanics, Asians, Native Americans, and Eastern Europeans. There is still considerable
debate over how advertising influences public perception of gender and of particular ethnic groups.
Advertising has a major social impact by helping sustain mass communications media and making
them relatively inexpensive, if not free, to the public. Newspapers, magazines, radio, and broadcast
television all receive their primary income from advertising. Without advertising, many of these forms
of mass communication might not exist to the extent that they do today, or they might be
considerably more expensive, offer less variety, or even be subject to government control through
subsidies. In-depth news programs, a diversity of magazines, and free entertainment might no longer
be widely available.
At the same time, however, some critics warn that because advertising plays such a major economic
role, it may exercise undue influence on the news media and thereby curtail the free flow of
information in a free society. Reporters and editors, for example, may be hesitant to develop a news
story that criticizes a major advertiser. As a result, society might not be alerted to harmful or
potentially harmful conduct by the advertiser. Most members of the news media deny that pressure
from an advertiser prevents them from pursuing news stories involving that advertiser, but some
members of the media acknowledge that they might not be inclined to investigate an issue
aggressively if it threatened to offend a major advertiser.
Advertisers may affect media programming in other ways, too, critics charge. For example, companies
that sponsor TV programs prefer relatively wholesome, noncontroversial programming to avoid
offending a mass audience. This preference causes TV networks to emphasize this type of
programming. The result is that society may be denied the benefits of being able to view challenging
or highly original entertainment programs or news programs on controversial issues. Because
advertisers are especially interested in attracting the 18 to 34 year olds who account for most
consumer spending, television shows are often developed with this audience in mind. If the ratings
show that a program is not attracting large audiences, particularly among 18 to 34 year olds,
advertisers often withdraw support, which causes a program to be canceled. As a result, shows that
are more likely to interest and to be of value to older audiences are not produced.
The impact of television on young children has received much attention. Research suggests that
children see television advertising as just another form of programming and react uncritically to its
messages, which makes them especially vulnerable to advertising. There is also concern about the
way in which adolescent girls respond to advertising that features beautiful, thin models. Research
indicates that many adolescent girls are unduly influenced by this standard of beauty, become
dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. New
research suggests that adolescent boys are also being influenced by advertising images of bulked-up,
buffed bodies. As a result, many become dissatisfied with their own body image, devote large amounts
of time to weightlifting, and may even take drugs that have harmful side effects in order to develop
more muscle. Those over the age of 60 are thought to be less influenced by advertising, but some

elderly people no longer process messages as easily as younger people, making them more
susceptible to questionable advertising claims.
Advertising provides useful information to consumers.
-advertising stimulates additional purchases by providing important and useful information to a
broad range of purchasers in households and businesses a critical function in a market
economy.
- Advertising fulfills the critical role of informing and educating consumers about the
many choices available to them in the marketplace and often compares features, benefits, and
prices of competing products and services. With more complete information, consumers in
homes and businesses choose to purchase additional products and services for their use.
-PROVIDES THE CONSUMERS INFORMATION
-MORE CONSUMPTION MEAN MORE JOBS
-MORE INFORMATION ON LIFESTYLES.
-PROVIDES INFORMATION ON PRODUCT FEATURES/BENEFITS
-PROVIDES INFORMATION ON WELLNESS FOR THE PEOPLE.
-PROVIDES INFORMATION ON EDUCATION FOR DEVELOPMENT
ETC ETC.
===============================================================
==
POLITICAL IMPACT
Advertising is now a major component of political campaigns and therefore has a big influence on the
democratic process itself. In 1998 more than $467 million was spent on election campaigns in the
United States. That amount of spending placed political advertising in the ranks of the countrys 30
leading advertisers that year. Political advertising is a relatively new development in U.S. history.
Advertising professionals did not become involved in electoral campaigns until the 1950s. But since
then, political advertising has grown in sophistication and complexity.
Political advertising enables candidates to convey their positions on important issues and to acquaint
voters with their accomplishments and personalities. Television advertising is especially effective for
candidates running for national or statewide office because it can reach so many people at once.
Candidates can also use advertising to respond effectively to the charges of their opponents.
Various campaign finance reform proposals, however, have tried to address the impact of television
advertising on political campaigning. Because of the high cost of television ads, the costs of political
campaigns have skyrocketed, making it necessary for candidates to raise money continually, even
after they have been elected to office. Critics say this factor jeopardizes the democratic process by
making elected officials beholden to wealthy contributors and by making it more likely that only the
wealthy will run for office. Some reform proposals have called for free airtime, but television and radio
networks have resisted this idea.
Critics of political advertising also charge that the 30-second television spot has become more
important to a political campaign than a thorough discussion of the issues. As a result, voters are
bombarded with image advertising rather than being acquainted with the candidates positions. They
contend that this practice is harmful to good government. Issues are simplified, and candidates are
packaged and sold much like a consumer product, thereby distorting the political process.
-A VITAL TOOL FOR THE POLITICAL PARTIES.
-INFORMS THE PEOPLE OF THE POLICIES.
-GOVERNMENT USES THE TOOL FOR INFORMING PUBLIC.
-IT IS ALSO A FEEDBACK TOOL FOR THE PUBLIC.

-IT IS A TOOL FOR THE PUBLIC TO VENT THEIR FEELINGS.

-IT HELPS TO EDUCATE THE PEOPLE OF DEMOCRACY.
-IT IS A DEBATING PLATFORM FOR THE PUBLIC.
ETC ETC
===========================================
CULTURAL IMPACT
Advertising can affect cultural values. Some advertising messages, for example, encourage aggressive
individualism, which may clash with the traditional cultural values of a country where the collective or
group is emphasized over the individual or humility or modesty is preferred to aggressiveness. With
the globalization of the world economy, multinational corporations often use the same advertising to
sell to consumers around the world. Some critics argue that advertising messages are thus helping to
break down distinct cultural differences and traditional values, causing the world to become
increasingly homogeneous.
Many advertising campaigns, however, have universal appeal, overriding cultural differences, or they
contribute to culture in a positive way. Humor in advertising has made many ad campaigns widely
popular, in some cases achieving the status of folklore or taking on new life in another arena. For
example, a popular ad campaign for a fast-food chain with the slogan Wheres the beef? became
part of the 1980 Democratic presidential primary campaign between Gary Hart and Walter Mondale.
The ad ridiculed a competitor by depicting a small hamburger patty dwarfed by a huge bun. During a
primary debate one of the candidates used the ad slogan to suggest that his opponents campaign
lacked substance.
-IT CAN HELP TO DEVELOP CULTURES.
-IT CAN HELP TO CHANGE CULTURE.
-IT CAN HELP TO EDUCATE THE PUBLIC.
-IT CAN HELP TO MANAGE DIVERSITY.
ETC ETC
==========================================================
HENCE ADVERTISING SHOULD NOT BE BANNED.
NOR DOES IT DIMINISHES THE CHOICE.
###############################################################
#####

Q. Describe the word Ethics. Explain the nature of Ethics.

What morality requires from us is often seen as the core question that ethics has to
answer. However, there are other questions of similar importance, such as: Why be
moral? How moral can we be in a non-ideal world? Are we moral by nature? Are moral
judgments true? Such questions cannot be avoided when we confront the problems of
life particularly in a non-moral world. But the questions themselves are relevant in our
contemporary life style. This unit makes an attempt to analyse Ethics its definition,
nature and scope.
Definition of Ethics:

The word ethics is derived from the Greek word ethos (character), and from the Latin
word mores (customs). Derived from the Greek word ethos, which means way of
living, ethics is a branch of philosophy that is concerned with human conduct. It
consists in a code of conduct of human beings living in a society. Ethics examines the
rational justification for our moral judgments; it studies what is morally right or wrong,
just or unjust. Together, they combine to define how individuals choose to interact with
one another. In philosophy, ethics defines what is good for the individual and for society
and establishes the nature of duties that people owe to themselves and to one another.
It aims at individual good as well as social good, the good of mankind as a whole.
Ethics is am attempt to guide human conduct and it is also an attempt to help man in
leading good life by applying moral principles. Ethics refers to well based standards of
right and wrong that prescribe what humans ought to do, usually in terms of rights,
obligations, benefits to society, fairness, or specific virtues. Ethics is related to issues of
propriety, rightness and wrongness. What is right is ethical and what is wrong is
unethical. The words proper, fare and just are also used in place of right and
ethical. If it is ethical, it is right, proper, fair and just. Ethics is a matter of practical
concern. It tries to determine the good and right thing to do; choices regarding right and
wrong, good and evil; questions of obligation and value. Ethics is to consider the
practice of doing right actions or what we may call the art of living the good life.
It is also defined as the science of the highest good. Mackenzie defines ethics as the
study of what is right or good in human conduct or the science of the ideal involved in
human life. So, it is clear that ethics is the study which determines rightness or
wrongness of actions.
Applied ethics is the practice of ethics that aims to guide the moral judgment governing
the decisions we make in all areas of our lives .Issues of right and wrong are related to
ones values. In the context of ethics, values are our standards of right and wrong.

Nature of Ethics:

Ethics aims at systematic knowledge. So, ethics is a science. Every science is

concerned with a particular sphere of nature. As a science ethics has its own particular
sphere; it deals with certain judgments that we make about human conduct. It deals with
systematic explanation of rightness or wrongness in the light of the highest Good of
man.
Ethics is a normative science. It is concerned with what ought to be done rather than
what is the case. It differs from positive science. A positive science, natural science or
descriptive science is concerned with what is. It deals with facts and explains them by
their causes. In positive science there is no question of judging its objects in any way.
But ethics does not deal with fact. Rather it deals with value. Therefore, it is clear that
ethics is concerned with judgments of value, while positive science deals with
judgments of facts. That is why ethics is not a positive science but a normative science.
Normative ethics deals with standards or norms by which we can judge human actions
to be right or wrong. For example, logic, aesthetics are also considered as normative
sciences, because logic and aesthetics are concerned with truth and beauty. So, truth,
beauty and value are the three ideals of logic, aesthetics and ethics respectively.
Ethics is not a practical science. Practical science deals with means for the realization
of an end or ideal. It teaches us to know how to do. As for instance, medical science is a
practical science. It concerns with the means in order to remove the causes of ailments
or diseases. But ethics is not concerned with means in order to achieve moral ideal that
is rightness or goodness. It does not teach us how to live a moral life. So, ethics can not
be regarded as a practical science.
Ethics is not an art. Ethics does not teach us an art as to how to lead a moral life.
Rather it helps us to justify rightness or goodness which can lead to the supreme goal of
human life that is to realize the summum bonum of human life. So, ethics is not a
means to the highest ideal of human life. But, like the practical science, art is also a
means for obtaining a goal. So, ethics is neither a practical science nor an art. Again the
question is, is there any art of conduct? The reply is, in case of morality this is not true.
Art especially deals with acquisition of skill to produce objects, while morality deals with
motive, intention, purpose and choice which are considered right or wrong in the light of
goodness. Therefore, morality consists of goodness, which is really an intrinsic end.
A norm or ideal in the ethical sense is defined as any regulatory principle that controls or
lays guidelines to thought and mode of acting. Ethics is a science of values as it
discovers the forms of conduct or behaviour, which have the character of oughtness.
Ethics deals with moral phenomena and it observes and classifies them and explains
them by the moral ideal. It distinguishes moral judgments from logical judgments and
aesthetic judgments and reduced them to a system. So, we may define the nature of
ethics as scientific. However, from another perspective all sciences also lead to
philosophical questions if we take philosophy to be quest for knowledge. That is way
ethics is a branch of philosophy.

There is no clear-cut boundary between science and philosophy, between descriptive

science and normative science and between ethics and philosophy. A norm is more than
a description. While philosophies have become more scientific and sciences have
become more philosophical, the distinction between science and philosophy and
between value-science like ethics and general philosophy is a matter of degree. That
way ethics is both scientific and philosophical, both descriptive and normative science
and both pure and applied, pure ethics and meta ethics. Ethics is an art as it sets
guidelines for practical conduct and also for understanding the meaning of what it is to
act in an ethical manner. Ethics is concerned with Goodness as an ultimate value while
some other normative sciences like Aesthetics and Logic are oriented to the ideals of
Beauty and Truth respectively.
If we enter into a discussion regarding what is the nature of Ethics it would be a metaethical question. Although the distinction between morality and ethics is not clear cut, it
is not morality as such since its task is not to lay down rules or guidelines of dos and
Donts. Ethics is a branch of philosophical discussion pertaining to morality or a
philosophical critique of morality, which is far from laying down guidelines for behavior.
A distinction must be made between ethics and morals or morality. Whereas ethics is
the branch of philosophy concerned with moral values, the ethics or morals of an
individual or a group are the values according to which they act. Every people, even the
most uncivilized and uncultured, has its own morality or sum of prescriptions which
govern its moral conduct. Nature had so provided that each man establishes for himself
a code of moral concepts and principles, which are applicable to the details of practical
life, without the necessity of awaiting the conclusions of science. Ethics is the scientific
or philosophical treatment of morality. The subject-matter of ethics proper is the
deliberate, free actions of man; for these alone are in our power, and concerning these
alone can rules be prescribed, not concerning those actions which are performed
without deliberation, or through ignorance or coercion.

Q. Explain the difference between Ethics and Business Ethics.

Belief that the behavior is not really illegal or immoral
Belief that the behavior is in the individuals or corporations best interest
Belief that the activity is safe because it will never be found out or
publicized
Belief that since the activity helps the company, the company will condone it
and protect the person who engages in it
In law, a man is guilty when he violates the rights of another. In ethics,
he is guilty if he only thinks of doing so.

Q. Personal Values makes the man, Discuss

Personal values are those standards that you set for yourself to live by. Since these
values vary by individual, they are "personal" and can include many things.
Religion, morals, and ethics play a part in personal values.
As an example, most people include "do not murder" as part of their personal
values. It is simply not in their ethics set to kill someone else. Many people consider
this value to be an axiom of ethics, but it is not. If man were ethically inclined, this
would be an axiom. However, this principle must be carefully taught to each
generation simply because man is a savage creature and killing another man is
advantageous in many instances for personal gain.
All personal values are tools to make the individual feel good about his conduct.
There is a fine line between ethics and values. The bully uses a different set of
values to live his life. In this person's lexicon, anything that makes himself feel
better than another person is the value to use. It does not matter that it is
detrimental to another person, this person uses tactics of harassment and
intimidation to feel good about himself. These are personal values for this person,
even though they are not promoting the general welfare.
At various times in history, personal values have been part of the general societal
norm. Unacceptable attitudes such as racism, slavery, or dominance have all had
their place in personal values as part of a societal norm. A value that is wrong...such
as racism...can be viewed as "right" thinking by a particular segment of society. In
these cases, the individual does not feel remorse by espousing these views because
he has been taught that this value is proper for his society.

Most core values are taught as religious cores. The Ten Commandments of the
Judeo-Christian Bible are common personal values. Today society accepts these
values as proper values. The injunction to not steal, not lie, not take another's
property, and to live a "moral" code are part of society's fiber to live together in
harmony. Other personal values condition the person to move comfortably in his
society as an individual.
Power of Values to Shape Our Lives
In the mid 1970s, I made a decision to move to California from New York City, where I was
raised. Why I did so, and why I made other decisive turns in my life is the subject of this
essay. My first thought on the subject is that I took these actions simply because I was
motivated to do so. And yet, what really motivates us in life are the things we truly value.
Then what were the values that compelled me to move to California -- in particular to the
San Francisco Bay Area -- where I have resided for these last 30 years? Well, it is true that
after five years attending college at frigid Syracuse University in upstate New York I was
compelled to seek the warmer climes of California. But I could have moved south to Florida
or to the Southwestern parts of the US. However, having been raised in the urban/suburban
environment of New York City, I valued culture and a certain type of urban sophistication I
might not find in those other locales. I also enjoyed being near the water, not only because
of its shimmering beauty, but because cities at the edge of the great oceans tend to attract
a diversity of people and a richness of culture from around the world.
Though climate, beauty, diversity, and culture influenced my decision, there must have been
something more specific that compelled me to move to this region. Looking at it in
retrospect, I have concluded that I came to the area because of the existence of Marin
County -- the progressive community that lies directly across the Golden Gate Bridge from
San Francisco. Marin County at the time (and still is) was the prosperous land where many
of the creative musicians, artists, and thinkers of the 1970s lived. From the articles and
reports I had read while living on the East coast, the people who lived in that region were
involved with matters that meant a great deal to me -- i.e. aspects of life that I truly valued.
And because I deeply believed in those things, I wanted to be near them; to somehow
participate in their way of life. And so I headed out to the SF Bay Area in 1975 in earnest -and never looked back.
But I have still not identified the specific values of the Marinites that compelled me to join
them. Let me try to list them for you. For one, the residents were in the vanguard of the
changes going in society at the time -- including an appreciation of Eastern culture and
spirituality, a concern for the quality of the physical environment, a dissatisfaction with the
mindless materialism of modern life, the rejection of conformity of the previous generation,
and the development of new forms of music that expressed their new world view. These
were the underlying values that drove me to the region. These were the ideals and beliefs
that shaped my life at the time, compelling me to venture across country.
Each of us is motivated to move our lives in certain directions. That motivation is
determined by the values we subscribe to. Our values are thus the formations and ideations
of thought, the distinct formulations of understanding that express what we perceive to be
important truths about life. These ideals are then reinforced by our emotions and feelings,
which turn those mental perception into a vital passion that we hope to realize in our lives.
Whether we actually make the effort to implement them is another matter.

Without values or beliefs, we would be mechanical-like beings, driven here and there by the
vicissitudes of life. Without values, we would be creature-like, compelled to action solely by
our urges and passions. In this inhuman existence, there would be little consideration for
truths we hold dear, let alone implement them to ennoble and enrich our lives. In this reality
devoid of values, we would live unconscious lives, without meaning or purpose. On the other
hand, when we take to values, we live a purposeful and dynamic existence -- i.e. we
become truly human.
This being the case, what are the truths of life, i.e. the personal values that you believe in?
What are the cherished ideals and beliefs that have shaped your life; that are motivating
and driving your life today? Why not take a little time and come up with a short list, and
then consider how each has or currently is shaping your life.
If we think about it, we will see that people relate to personal values in a number of ways.
Thoughtful people are continually thinking about those things they cherish and believe in.
Powerful people are also motivated and driven to implement them in their lives. In fact, the
most successful people are constantly evaluating their values, and are continually driven to
turn them into a living reality. For these individuals, values are an inexhaustible source of
inner power that energizes them to no end; driving them to the heights of success, while
bringing about deep fulfillment in their lives.
Interestingly, not only do values energize us, but when we implement them, it energizes
everything they come in contact with! If I apply the value of customer service and delight
when I speak with the client, I energize the conversation, which leads to greater response
from the person on the other end, who is now motivated to purchase the services I am
offering. Also, if I am truly sincere in my belief in customer satisfaction, I create an added
value that reinforces and builds on the first one. A combination of values applied to a
situation dramatically energizes circumstances, which not only increases the likelihood of
success, but turns the interaction into an enjoyable, even thrilling experience. Thus,
implementing values have an innate capacity to create more energy, accomplishment, and
joy in living.
Values are actually a very special power in the universe. It is one our minds can grasp for
the purpose of uplifting life. Values are actually spiritual skills -- a divine gift that comes to
us from the infinite Source of things. The highest of principles -- such as Oneness, Love,
Beauty, and others -- descend from the heavens, and are reinterpreted as values by our
minds. For example, the spiritual principle of Oneness is recognized by our minds as values
of cooperation, integration, teamwork, and others. Likewise, the universal principle of Love
expresses through values of goodness, selflessness, self-givingness, openness, tolerance,
respect for others, and a number of others.
The last twenty-five years has seen an explosion in an interest in values. Tom Peters' book
'In Search of Excellence' started the ball rolling for values in the workplace. Religious
leaders speak of family values, nations speak of moral values, spiritual teachers speak of
the highest values of gratitude, benevolence, and self-givingness; even self-surrender to the
Divine. Values drive us, motivate us, move life, move us forward -- enabling progress even
evolution. Values are what enables life to take the Next Step -- whether they drive our own
individual lives in a positive direction; improve the economic, social, and cultural conditions
of a nation; or move society forward in its never-ending ascending path of progress.
Tolerance, openness, respect for the individual, and teamwork are several great human
values, while Oneness, Love, Beauty, and Truth are some of higher spiritual values that they

derive from. At certain points, the human and spiritual values come together and blend into
one another, expressing through spiritualized human values such as selflessness, selfgivingness, and gratitude.
Values are expressions of emotionalized truths that when implemented energize whatever
they come in contact with, enabling the greatest positive results with the least effort in the
shortest period of time -- whether it is for the individual, a collective, or society as a whole.
Values are the nexus to our future progress. It is the call of the Divine to the minds of men
to seek a better life -- to pursue ultimate delight and fulfillment in life.

What is Ethics?
The term Ethics is derived from the Greek word ethos which refers to
character. The term ethics refers to a code of conduct that guides an
individual while dealing with others. It relates to social rules and cardinal
values that motivate people to be honest in dealing with others. Ethics direct
human behavior and also differentiates between good and bad, right and
wrong fair and unfair human behavior or actions.

What is business Ethics?

Business Ethics refers to the system of moral principal applied to business
activities. It deals with morality in the business. There should be ethics
behind every business activity. This means business activities should be
conducted according to certain self recognized moral standards. Business
ethics refers to a code of which businessmen are expected to follow while
dealing with others. The coverage of business ethics is very wide as it deals
norms relating with customers, shareholders, employees, dealers,
Government and competitors. These are, in fact, different area of business
ethics.
Business ethics is a part of social responsibility which the businessmen have
to honour in practice. According to Wheeler Business Ethics is an art or
science of maintaining harmonious relationship with society, its various
groups and institutions as well as reorganizing the moral responsibility for
the rightness or wrongness of business conduct.
According to Dr. C.B. Mamoria and Dr. Satish Mamoria, business ethics is
defined as businessmans integrity so far as his conduct or behavior is
concerned in all fields of business as well as towards the society and other
business.

Factors of Business Ethics:1. Code of conduct;- it is the code of conduct which businessmen should
follow while conducting their normal business activities.
2. Moral and social values:- it is based on well accepted moral and social
values. It suggests moral principles/rules of conduct for businessmen. They

include self-control, service t society, fair treatment to social groups and not
to harm/exploit others.
3. Protection of social groups:- business should give priority to social
interest or social good. Such ethical approach creates good name and status
to business and facilitates its expansion.
4. Provides basic framework:- it provides basic framework within which
business should be conducted. It suggests legal, social, moral, economic
and cultural limits within which business is to operate. It suggests what is
god and what is bad in business.
5. Needs willing acceptance for enforcement :- it cannot be enforced by
law or by any other force. It must be accepted as self discipline by
businessmen. It should come from within
6. education and guidance required for introduction:- businessmen
should be given proper education, guidance and training in order to
motivate them to follow ethical business practices.
7. Not against profit making:- it is not against profit making. However, it is
against profiteering by cheating and exploiting consumers, employees or
investors. It supports expansion of business activities but by fair means and
not through illegal activities or corrupt practices.
8. Act as summum bonum of human life:- it passes judgments of value
upon human actions with reference to the moral values. Judgment of value
are judgment of what ought to be. Such judgments may be different from
the judgments of facts as they are judgment of what is.

Role of Ethics is business:Good Ethics is good business, this quotation/slogan/observation suggests

the importance of ethics in business. It provides protection, justice and fair
treatment to all social groups. In addition, ethical business expansion and
growth. Ethical business is equally profitable. Businessmen should therefore
support the concept of business ethics.
Business ethics is important to business community, consumers and the
society at large. Businessmen have economic power which they can use for
making the life of people happy or miserable. Businessmen should conduct
business in a fair and ethical manner and make people happy. They may

earn quick profit through unethical business practices. Along with this they
may also invite consumer displeasure, government control and non cooperation from the employees.
These factors harm the future prospects of business.The slogan Good ethics
is Good business has special significance/relevance in India. Ethical
business is useful to businessmen and also to the society. Businessmen
should act as a friend and well wishers of consumers. This is possible when
they avoid the exploitation of different social groups but offer protection and
support to them. It is rather unfortunate that in todays world, moral and
ethical scruples fall prey to neglect and finally decay.
It is always desirable to strike a balance between economic performance and
social performance of a business unit. Business ethics facilitates such
balance. Businessmen should decide what is socially good and what is
socially undesirable and act beneficial to them and to the society at large.
Business also gets public support when it is conducted in a fair manner.
Business ethics is important as it has wider social significance. It is
important as it offers advantages to businessmen, consumers and
employees. It provides advantages to businessmen/management like it
provides favourable social image, guidance to businessmen, social
consciousness, fair business etc. and advantages to consumers like
consumer protection, control of business practices, protection to
environment etc. it also provides advantages to employees such as fair deal,
fair wages, fair treatment, benefit of profit sharing etc.

Need of ethics in business:It is a fact that many undesirable and unethical practices entered in the
business field along with its growth and development. Market competition,
large scale production, lust for money and economic power are some major
factors responsible for the down fall of the ethical values in business.
Conduct of business activities on unethical principles is harmful to the
society and also to the businessmen in the long run. Ethical principle and
values should be introduced in the business. The following points justify the
need of ethics in business.
1. Checking business mal practices:- it needed to make business activities
fair to consumes. It checks business malpractices and offers protection to
consumers.

2. Improving consumers confidence:- it is needed in order to improve

the confidence of consumers as regards quality, price, reliability etc. of
goods and services supplied.
3. Making businessmen conscious of social responsibilities:- it is needed
in order to make businessmen conscious as regards their duties and
responsibilities towards consumers and other social groups. The old
fashioned slogan that the business of business is business is no more
valid. Businessmen have to accept certain social responsibilities for their
benefit and also for the welfare of the society.
4. Safeguarding consumer rights and social welfare:- it is needed for the
protections of rights of consumers at the business level. It is also needed for
raising social welfare.
5. Protecting other social groups:- it is needed in order to protect the
interests of all those concerned with business the employees,
shareholders, dealers and suppliers. It avoids their exploitation through
unfair trade practices.
6. Developing cordial relations between business and society:- it is
needed in order to develop cordial and friendly relations between business
and society. It is also needed for social recognition and support to
business.
7. Creating good image of business:-it is needed to create a good image
of businessmen in the society and also for avoiding public criticism. Ethical
business gets public support while unethical business is criticized by all.

Business ethics is the behavior that a business adheres to in its daily dealings with the
world. The ethics of a particular business can be diverse. They apply not only to how the
business interacts with the world at large, but also to their one-on-one dealings with a
single customer.
Many businesses have gained a bad reputation just by being in business. To some people,
businesses are interested in making money, and that is the bottom line. It could be called
capitalism in its purest form. Making money is not wrong in itself. It is the manner in which
some businesses conduct themselves that brings up the question of ethical behavior.
Good business ethics should be a part of every business. There are many factors to
consider. When a company does business with another that is considered unethical, does
this make the first company unethical by association? Some people would say yes, the first
business has a responsibility and it is now a link in the chain of unethical businesses.
Many global businesses, including most of the major brands that the public use, can be seen
not to think too highly of good business ethics. Many major brands have been fined millions
for breaking ethical business laws. Money is the major deciding factor.
If a company does not adhere to business ethics and breaks the laws, they usually end up
being fined. Many companies have broken anti-trust, ethical and environmental laws and
received fines worth millions. The problem is that the amount of money these companies
are making outweighs the fines applied. Billion dollar profits blind the companies to their
lack of business ethics, and the dollar sign wins.
A business may be a multi-million seller, but does it use good business ethics and do people
care? There are popular soft drinks and fast food restaurants that have been fined time and
time again for unethical behavior. Business ethics should eliminate exploitation, from the
sweat shop children who are making sneakers to the coffee serving staff who are being
ripped off in wages. Business ethics can be applied to everything from the trees cut down to
make the paper that a business sells to the ramifications of importing coffee from certain
countries.
In the end, it may be up to the public to make sure that a company adheres to correct
business ethics. If the company is making large amounts of money, they may not wish to
pay too close attention to their ethical behavior. There are many companies that pride
themselves in their correct business ethics, but in this competitive world, they are becoming
very few and far between.