Introduction + Thesis

This essay will evaluate several ethical issues regarding marketing, including the
negative perceptions of marketing, what ethical marketing is, and how to encourage it.

Listing the causes behind a negative perception of marketing

Definition of Marketing:
Marketing at its core is to sell a product or service through promotion, the process of
marketing also encompasses activities such as market/consumer research and
advertising.
Causes:
● The nature of marketing is based on persuasion and manipulation: people are not
fond of the idea that corporations essentially manipulate them to buy their
products.
● The perception media created: Media, especially social media, has painted a
rather negative picture regarding marketing
● Few bad individuals: In the past, few individuals used marketing as a tool for bad
things, and “a rotten apple spoils the barrel”

Evaluate ethical marketing

Distinguishing between marketing code of ethics and ethical marketing
● Explain the definitions of the two and point out the differences
● How to do marketing ethically:
○ Discuss 5 principles of ethical marketing:
i. Transparency: An ethical marketing campaign will reveal all truths
about the products to the customer, including ingredients,
components, and production processes
ii. Customer data protection Ethical marketers don't disclose
customer information without consent. The information collected
is only used to benefit the customers.
iii. Human rights compliance: Marketing campaigns should not offend
certain population groups by criticizing their mistakes or flaws.
 iv. Sustainability: With environmentalism on the rise, companies
should show how their products are sustainable and ethically
produced in marketing campaigns.
v. Customer values: Ethical marketing should aim to bring as much
value to the customer as possible while limiting societal risks.
○ Actions that show ethical marketing
i. Socially responsible social media accounts (transparency)
ii. Centering business decisions and impact on product pages
(Customer values)
○ Benefits of ethical marketing
i. Improve sales: Customers are more likely to return and make more
purchases if the product has fair pricing and good quality,
resulting in recurring income for the company. They will also
recommend friends and family who might become the business's
potential customers.
ii. Build customer loyalty: People are averse to lies and trickery. A
company can make fraudulent claims to get more sales, but when
customers realize they are being lied to, they will turn against the
business and never purchase from it again. The only way to win
customer loyalty is to be authentic by delivering the exact
products and services as advertised.
iii. Attract and retain talents: Businesses associated with good causes
and social issues are more appealing to job seekers as people not
only look for a job with a good salary but one that makes the world
a better place. Companies that maintain marketing ethics also have
a higher retention rate, as their employees don't experience the
guilt of lying to customers.
iv. Maintain the interest of stakeholders: Ethical marketing practices
increase employees', shareholders', and partners' confidence in the
business and convince them to continue investing in or
maintaining the relationship with the company.
● How to encourage business to conduct ethical marketing
○ Policies for businesses: What are possible suggestions
 ■ Define a moral threshold and proper punishment
■ Detailed policies on subjects such as handling consumers' data or
privacy
■ Create expectations to follow
■ Describe reporting and enforcement procedures.
● How consumers can contribute to encouraging ethical marketing
○ Educate themselves: Consumers can identify, distinguish, and be overall
wise about their consumption.
○ Raise awareness for other consumers: It is also important for consumers
to educate each other on the matter.
○ Activities that discourage unethical marketing such as boycotts or any
form of public backlash: Nothing can discourage unethical marketing
better than activities that show marketers that they have made a mistake
in their campaigns.

Conclusion
Summarize all the ideas mentioned above, including what makes marketing look bad in
the eyes of the public, and what characteristics of ethics and actions encourage it.

References

Bredava, A. (2021, April 20). Social issues and marketing: why brands want

to cause controversy. Awario Blog. https://awario.com/blog/social-

issues-marketing/

https://www.facebook.com/marketing91. (2018, September 2). Ethical

marketing and its role in running an ethical business. Marketing91.

https://www.marketing91.com/ethical-marketing/

Smith, J. (2020, February 24). What Is Unethical Marketing? Tekedia.

https://www.tekedia.com/what-is-unethical-marketing/
StudySmarter. (n.d.). Ethics in Marketing: Definition & Types |

StudySmarter. StudySmarter UK.

https://www.studysmarter.co.uk/explanations/marketing/marketing

-information-management/ethics-in-marketing/

(2024). Coursesidekick.com.

https://www.coursesidekick.com/marketing/study-guides/wmopen-

principlesofmarketing/reading-ethics-for-marketing-employees