INDIVIDUAL ASSIGMENT

MARKETING ETHICS

DATE SUBMITTED : 21 NOVEMBER 2014

SUBJECT

: INTRODUCTION TO BUSINESS

PREPARED BY

: MUHAMMAD FAKHRUDDIN BIN MOHD FAZIL

PREPARED FOR

: MADAM AIDA NAZIMA

141243128

Corporate Social Responsibility

Marketing Ethic
Some people may think that the term marketing ethics is an oxymoron, or a contradiction in
terms. Many people have a low opinion of marketers. Individuals receive unsolicited calls,
junk mail and spam. They watch advertisement that doesnt tell the whole story on products.
They encounter sales people who only seem to be interested in their own commissions.
Marketers, however, play a very important role in society. They deliver a standard of living.
Marketers identify new products. They find ways to get those products into customers hands
through convenient distribution and at low costs. If marketers did not work within a society,
customers choices would be very limited.
Ethical marketers abide by a set of standards outlined by the American Marketing
Association. These standards require that marketers must do no harm and adhere to all
applicable laws and regulations. Marketers must make products that work and advertising
should not be intentionally deceptive or misleading. Marketers also must be honest,
responsible, fair, have respect, be open and be good corporate citizen.

1. Describe why individuals may have a low opinion of marketers?

Individuals receive unsolicited calls, junk mail and spam.
People have a low opinion of marketers because thinking that marketers did not applied
moral principle in their marketing. For example, marketers use media social medium such as
Facebook.com to spread spam message with one click. Individuals think that is unethical and
become distress when unethical marketer tries to pursuit them without their consent.
Anybody must receive their marketing information even though they not interest and it will
disturb others privacy.
Individual watch advertisement that doesnt tell the whole story on products.
Marketers dishonest in giving information in advertisement. Marketers only give all good
info but hide the bad side or disadvantage of product. For example, some marketers only
exposed good testimony but if customer give criticise, bad response, the marketer will not
exposed their testimony. Today a marketer who fails to tell the truth not only offends against
morality but also against the law.
Individual encounter sales people who only seem to be interested in their own
commissions.
Some of marketers only target and pursuit for high commission income rather than
understanding the necessity of their customer. Some marketers does not use the product that
their promote itself and do not understand enough the product their sold. But, because of
commission, they neglect the morality in marketing.

2. Explain why marketer are important in society.

Marketers deliver a standard of living.

Standard of living means that level of wealth and necessities available to a certain
socioeconomic class in a certain area and can define as quality of life. Marketer will help to
improve quality of customer life because sale people can provide knowledge and choices to
their customer. So the marketing and promoting activities can drives a consumers economy.
Marketers identifies new product in market.
Marketers benefit to the customer by informing and educate consumers. Marketers provide
information about new product and what it can do. Marketers also will introduce to the
customer about new advance technology or new brand which can meet consumers
expectation and needs.
Marketers find ways to get the products into customers hands through convenient
distribution and at low costs.
There are certain firm and manufacturer claims that such as eliminate middleman likes
marketer can save cost and if you make a better product, consumers will buy it. This is
false claim because there is no efficiency. Marketers function can do specialised takes better
manufacturer. For example, customer can get information direct through marketer without
going to the manufacture office to try or use sample product.

3. Describe ethical standard that marketers need to follow.

Marketers must do no harm and adhere to all applicable laws and regulations.
Marketers avoiding harmful action but strive to give honest information and fair dealing to
avoid deception in product. Marketers must build relationship and enhancing consumer
confidence in the integrity of marketing.
Marketers must honesty in dealing with customer. Marketers must strive to be truthful in
all situations, offer products that can give benefit to customer as they claimed.
Marketers also must responsible towards consequences of their marketing strategies.
Marketers must be fair to balance needs of the buyers with the interest of the seller.
Marketers must reject manipulation and sales tactics that harm customer trust. Marketers
must represent products in a clear way in selling and advertising
Marketers must respect the basic human dignity of all stakeholders. Avoid stereotyping
customers in a negative ways, listen to the customers need and help to improve their
satisfaction.
Marketers must create transparency in marketing activities. Explain with appropriate
manners regarding product that could affect customer decision and disclose list price.