Why values and ethics are important in marketing

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.

What is the importance of values in the organisation?

According to Robbins, values are important to the study of organisational behaviour because they are responsible for laying the foundation for the understanding of attitudes, motivation and because they impact our perceptions, our attitudes as well as behaviour. If our values are not aligned with the prevailing culture within the organisation, we can experience job dissatisfaction and lack of motivation.

When staff buys into and pursues the mission as well as vision of the organisation, their behaviours and practices will reveal the values of the organisation. Let us say the stated values of the organisation are also respect, fairness and excellence. Then staff behaviour will be characterised by:

• Respect for others, i.e. acknowledgement of cultural, gender as well as occupational differences professional in addition to ethical behaviour consultation with staff on issues which have an impact on their work or career treating others at all times with dignity
• Fairness, i.e. consistent as well as fair treatment of staff in similar circumstances; clear and consistent application of merit principles in recruitment in addition to the advancement of the belief that everyone has a right to be heard
• Excellence, i.e. excellence is that rewarded staff are encouraged to learn as well as to develop success which is affirmed and celebrated; staff are encouraged to provide high-quality service and to achieve continuous improvement

Astutely understanding as well as following the importance of marketing ethics functions as one of the long-term and crucial objectives of the company that helps it to attain its goals of higher sales, increased market share, superior brand value, competitive advantage for setting a new yardstick for the contemporaries to match and follow and retaining the existing line of customers plus attracting the new ones as well.

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