Results from canonical correlation analysis generally indicate that marketers' norms can be partly explained by personal values. This study provides managerial implications for the future online marketing of clothing products. On the complementary side, the business perspective has also been investigated so that the discussions about the current state of online marketing are not limited to a consumer-oriented approach. The advance of technology has influenced marketing in a number of ways that have ethical implications. This study investigated the components of ethical marketing such as product, price, place, and promotion using ethical views on the consumer-brand relationship and perceived product quality in B2C (business to consumer) transactions. Marketers' pricing and distribution norms, information and contract norms, and norms pertaining to marketers' honesty and integrity were significantly related to the personal values emphasizing "excitement," "warm relationships with others," "fun and enjoyment in life," and "a sense of accomplishment.". Ethics and Product Decisions Marketing executives face with a lot of ethical problems related to planning and application of product strategies. the marketing mix are developed in the second section. The analysis focuses on conditions of e-commerce transactions that are relevant for the formation of trust problems. Ethics concerned with choosing the alternative among right and wrong. Consumers also <> Yet, businesses do not always address the issue of how employees should assess the moral import of their actions and incorporate these considerations into their decisions. To be socially responsible is when the organization is concerned about people, society and environment with whom and where it conducts business. �UՕ}W��*�f����i��\�g�������*~X�g������ҵ���žm/���õ{����j���;��w����~p`�S��:��d��/�"u�kۘR�i�=��՞ �Cۜm���Dk{�^4��. In recent years privacy has become a major issue for everyone. Ethical problems in marketing stem from conflicts and disagreements. A deeper understanding is developed by reviewing the inventory of stud-ies handling the four major components of the traditional marketing mix in an online context. Social media marketing blends the personal with the professional and gives businesses intimate data about consumers. The results offer important In 1977, 70% of managers were concerned about marketing issues. This paper examines some of the changes which are occuring in marketing practice as a result of the rapid development of electronic commerce. The aim of this chapter is to present a critical analysis of ethical issues in e-commerce in relation to the marketing mix. Although the origins of this theory can be traced back to Aristotle, it has not received as much emphasis as the teleological and deontological theories within marketing. You can’t afford to wait until ethical issues arise to address them, because your company reputation and future profits are at stake. Findings indicate that the four factors of the scale – security, privacy, non-deception Explored organizational consequences and ethical issues in salesforce supervision, using 4 versions of 2 scenarios adapted from J. The ethical behavior of a national sample of marketing professionals was examined by analyzing their responses to four different types of ethical dilemmas presented in vignette form. It examined whether the quality and consumer-perceived product quality of a consumer-brand relationship affects corporate brand loyalty. The study result reveals that the significant difference between them comes from the combination of traditional marketing (4Ps: product, price, place and promotion) and that of internet marketing (8Ps: 4Ps plus precision, payment, personalisation and push and pull). The study examined their views on the relationship between success and ethical conduct as well as the extent and nature of ethical conflicts experienced by the respondents. At times it has been discussed as primarily a problem of engineering ethics. However, with new technology channels for communication come new challenges to the ethical standards for social conduct. Review of some of the Internet sites commonly visited by children provides additional guidelines for Internet marketers. The literature is divided into normative and empirical sections, with more emphasis given to the latter. Much of the threat lies hidden beneath the view of the average consumer. In 1953, Neil Borden mentioned it in his presidential address to the American Marketing Association (AMA).. Ethics in Product Price, Placement & Promotion in Marketing. endobj by which businesses relate to consumers, and that this transformation is affecting the applicability of our previous ways The phenomenal growth of the Internet has spawned several new concerns about protecting the privacy of consumers. 3. Through literature coordination, we establish a framework for both traditional marketing and internet marketing and find that internet marketing is derived from traditional marketing. While these protections are in place, legal and ethical issues arise because the majority of consumers are either unaware of such protections or cannot bothered to report petty offences. Based on a comprehensive inspection of the marketing ethics literature, this "review note" (an uncommon genre of academic manuscript - a briefly-presented review highlighting a specific point) concludes that, in terms of pragmatic behavioral guidance as well as conceptual content, marketing ethics has nothing new nor distinctive to offer. endobj Each society will have it own unwritten code of behavior. Employees face an array of moral issues in their everyday decision making. To read the full-text of this research, you can request a copy directly from the author. Ethical issues must be considered in all integrated marketing communication decisions. Results have implications for the P-utility maximization thesis, A. Etzioni's (1988) moderate deontology, and the S. D. Hunt-S. Vitell (1986) theory of ethics. Marketing and the 7Ps: A brief summary of marketing and how it works Common Ethical Issues in Marketing. Drawing on the paradigms of exchange, relationships, and digital interactions in networks, 11 e-marketing THEORETICAL FRAMEWORK FOR THE STUDY Conceptual Framework of Marketing Ethics Definition of Marketing Ethics Marketing ethics concerns the application of ethical considerations to marketing decision making (Smith, 1993: 10). This means that advertising tends to be for products not used by children. The study has a macro perspective and provides a bird's eye view of the Internet marketing literature. Ethical issues must be considered in all integrated marketing communication decisions. Some comparisons are made with similar studies that have been conducted in the past. Marketing also is tempted to appeal to our baser, darker side. Concealing dark sides or side effects of products or services. Respondents have the most ethical conflicts with customers and employees, and with regard to honesty in contracts/agreements. Request PDF | Ethics in e-marketing: A marketing mix perspective | Some of the ethical issues experienced in traditional marketing practices are encountered in those of e-marketing as well. stream the Internet, such as pop-ups, cookies, and spam, have raised concerns on the part of Internet users. This is done, first, with respect to the traditional "marketing mix" and, second, with respect to the identification of sources of potential competitive advantage. This can be achieved by linking the cigarette brand to independence, rebellion, good times, or coming into one’s own power. As such, an awareness of the ethical issues in e-marketing under the control of marketing executives is central to the realization of an ethical climate in e-businesses. Drawing upon research carried out for a recent book on computer ethics, this article examines the current situation. In-depth interviews, Web site observation and a review of the Web-based literature were used to ascertain the strategic objectives of retailers establishing Web sites. Starting from a functional perspective trust is seen as distinct but potentially coexisting mechanism for reducing the uncertainty and complexity of transactions and relationships in electronic markets. In general terms, marketing mix is a variety of different factors that can influence a consumer’s decision … Many times, employees and other individual members of the electronic commu nications community do not use technology in the manner that its developers envisioned. Technology fosters these changes because comput ers and telecommunication technology minimize the impact of time and place on organizational communication. Privacy is a high-profile public policy issue that affects consumers and marketers. Although many businesses are acknowledging the importance of a Web site, to date, little attention has been given to the business community'sperceptions of the ethicality of this new medium. In addition, they want to experience a comfort level It is argued that, despite the fact that electronic monitoring always constitutes an invasion of privacy, it can still be ethically justified on both Utilitarian and Kantian grounds. The existence of multiple elements that are basic and overlapping in the e-marketing mix indicates that Ethical issues and marketing mix 1. Problems regarding financial reporting, intellectual property and privacy are discussed. As other areas of business, internet marketing has been attacked by social commentators and other consumer or general public organisations for alleged unethical practices. 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