The term ‘marketing ethics’ can be defined as the array of guidelines as well as the area of applied ethics which acts as a guiding light behind the operations, in addition to, the regulations of marketing. Some of the aspects of marketing ethics have similarities with the ethics of media as they both are related.
The collection of ethical guidelines needs to be strictly followed the management as well as marketing department while working on the different marketing strategies and marketing campaigns in order to promote the products and services which are offered by the company to the target market.
What is ethics?
Simply put, ethics comprises learning what is right or wrong, and then doing the right thing. However, “the right thing” is not nearly as simple as communicated in a great deal of business ethics literature. Most ethical problems in the workplace are not simply a matter of “Should Bob steal from Jack?” or “Should Jack lie to his boss?”
The ethics of a company are used to suggest the kind of conduct:
- Necessitated by employees when implementing the operations of the company
- That customer can expect from the organisation
Organisational ethics often cover the following areas:
- Compliance with legislation
- Employment of staff
- Customer service
- Receiving gifts from suppliers and customers
- Giving gifts to customers
- Discrimination in the workplace employee integrity
- Employee privacy
- Quality standards of products and services
Here is an example of organisational ethics set for a customer contact centre:
- Employees will act with honesty as well as integrity when dealing with customers, suppliers, government agencies in addition to fellow employees.
- At all times employees will try to act in such a way that others are treated with respect as well as dignity.
- Employees will never directly or indirectly take part in theft, fraud or embezzlement.
- No employee will take part in fraudulent or deceptive activities towards the company, customers, suppliers or any other party with which the company has business dealings.
- Company policy forbids unlawful discrimination against employees or customers which is based on their race, gender, religious or ethnic background.
- The organisation will observe all laws as well as regulations that govern business activity.