Introduction
As in any field, prioritizing specific moral codes influences marketers’ behavior and decision-making skills. Hence, the six main ethical values prioritized in the field of marketing include honesty, responsibility, fairness, respect, transparency, and citizenship (Belyh, 2019). Honesty refers to the level of straightforwardness in customer-seller interactions, while transparency is based on being open and communicative (Belyh, 2019). Respect and responsibility emphasize the importance of acknowledging other people’s rights and needs with maximum dignity (Belyh, 2019). Finally, fairness and citizenship prioritize equal opportunities for the sellers and buyers while referring to legal and economic principles (Belyh, 2019). Upholding these principles is essential as it affects both the buyer and the seller. The marketer must not allow their personal biases to affect their attitudes while working with different companies.
Discussion of Unethical Behavior in Marketing
From my experience, minimal social responsibility or objective reasoning always leads to unethical behavior in marketing. One way a marketer can prove to work unethically is through dishonest promotions offered to customers or false advertising claims. Such instances could include misinformation regarding a product’s content or false price lists. A specific example concerned a home furniture company selling their products for a set price in their stores while advertising the same products for a different price on their online platforms. Moreover, I witnessed the employees offering varying discounts to three different customers while shopping at the same store. Hence, the employee did not manage to uphold the values of honesty, responsibility, and fairness in that case.
Another prominent example of an unethical marketing act included a toxic organization policy that used unfair strategies to compete with a rival company. The values of respect and transparency are severely disrupted in that case, as the market stops being a fair and open area for competition. The situation I have witnessed concerns the Pepsi vs. Coca Cola campaign, which included competitive advertisements of the companies’ products with the goal of their own success (Ĺ tofová & Kopčáková, 2020). In the end, their programs were not as effective as they wished them to be. This example proves that although some marketers may find it practical to commit to anti-advertising campaigns for the company’s benefit, the long-term effects can, on the contrary, cause a worsening of its reputation. Most importantly, following the basic principles of ethical business will guarantee customer support and loyalty.
Finally, the marketer’s personal beliefs and attitudes sometimes influence their objective decision-making abilities, inevitably leading to ethical issues. For example, my friends and I have noted the effect of the pink tax as an unethical and gender-based marketing approach. Its negative aspects have also been recorded in multiple studies (Lafferty, 2019). Referencing the mentioned ethical values, the issue demonstrates minimal respect, responsibility, and fairness in communication with the customers. The example illustrates an unethical marketing move that can cost a company any trust and acknowledgment from the general public.
Conclusion
In that way, the described examples highlighted the main morally inappropriate business strategies and decisions made by some companies. While an employee can make the mistake, its consequences can cause severe damage to the whole company and its reputation. Therefore, simply following the basic moral principles of marketing will provide the guaranteed foundation for a successful organization. The customers must be aware of the corporation’s commitment to retaining a respectful, inclusive, fair, and legal environment. In that case, healthy competition can stimulate productivity in the workplace without having to utilize unfair tactics. Additionally, professionals marketers must recognize the importance of staying open-minded and unbiased while promoting any type of product. As a result, the long-term effects of a company abiding by such ethical rules include successful business and motivated employees.
Reference
Belyh, A. (2019). Social responsibility & ethics in marketing. Cleverism. Web.
Lafferty, M. (2019). The pink tax: the persistence of gender price disparity. Midwest Journal of Undergraduate Research, 11, 56-72.
Štofová, L., & Kopčáková, J. (2020). The competition strategy between Coca-Cola vs. Pepsi company. Calitatea, 21(179), 40-46.