The marketing through direct-to-consumer drug advertising is a controversial topic. The basis of the ethical reasoning related to this manner is what role the patient should have in their treatments. If patients have the ability to diagnose their own afflictions then such advertisements might offer practical insights to the range of treatments that are available to the patient. However, most individuals would be much better off following the advice of a medical professional than to be convinced by a promotional message that they might be suited for some form of pharmaceutical treatment. Yet drug advertising clearly works as the numbers of patients and prescription drug users dramatically increase with each marketing campaign. This analysis will consider the ethics involved with direct-to-consumer marketing from a few different angles.
Discussion
Most of the discussion about ethics and the social responsibility of marketers has been descriptive and focus on the way…...
Studies (Howard 2005) have indicated that it may be very difficult to position healthier foods against traditional fast foods, by virtue of the strength of the latter's long- standing successful history of advertising. Naturally, the fact that healthy fast food cannot hope to compete with traditional fast food in terms of taste and its purported addictive quality presents another challenge that must be met by creative advertising and marketing strategies to overcome those disadvantages from the advertising perspective. Incorporating Challenges into a Marketing Plan:
Incorporating those challenges into a marketing plan requires long-term vision to anticipate the likely pattern of consumer demand over time, specifically in response to advice about health, wellness, and the relationship of diet to overall human health.
Naturally, the healthy fast food industry should emulate some of the strategies that have traditionally proven successful, particularly in the case of fast food in terms of name recognition and availability.
One…...
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References
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
Gibbs, N, (2007) One Day in America. Time Magazine.
power of a successful ad stems from the population it addresses rather than its words. To put it simply, ads must incorporate its potential customers' hopes, fears, wishes, and dreams, and position the product they are advertising as the key to them. 'Mass desires' is the term typically utilized for denoting such already existing feelings. They merely represent a common private want. Secretly, a large number of individuals desire the very same things - health, wealth, attractiveness, and happiness. An ad will be effective if its creators understand the way a given product will be able to fulfil these private desires (Lee, 2014).
Some advertisers, in a perpetual bid to draw customers and link their products to hedonistic, lavish or "cool" lifestyles, have repeatedly gone past the bounds of what may be regarded as socially and ethically acceptable advertising. An understanding of one's market can aid sellers in designing and…...
Ethical Challenges Faced by Multinational Businesses Ethical Challenges Faced by Multinational BusinessesI. Introduction: Ethical challenges faced by Multinational businessesA business organization that expands internationally does not only need to understand the organizations goals, vision, strategies, policies, or missions but must also take into consideration various ethical and legal issues in the international business (Kline, 2010). Companies that organize for expansion into the foreign markets must also handle severe ethical and moral challenges to ensure success (Gurnani, 2015). The most prevalent concerns in international business include human rights, the political arena, religion, the environment, supervisory oversight, trust and integrity, bribery and corruption, equal opportunity and workplace diversity, outsourcing, child labor, and working standards and conditions.Cultural consideration also contributes to breaking or building companies businesses globally. Every country has its historical culture, traditions, customs, and code of ethics. In some countries where women are not given the same rights as men, gender…...
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ReferencesAl-Khatib, J., Rawwas, M. Y., Swaidan, Z., & Rexeisen, R. J. (2005). The ethical challenges of global business-to-business negotiations: An empirical investigation of developing countries’ marketing managers. Journal of Marketing Theory and Practice, 13(4), 46-60.Gurnani, R. M. (2015). Globalization and ethical challenges. The Business & Management Review, 5(4), 116.Hamilton, J. B., & Knouse, S. B. (2001). Multinational enterprise decision principles for dealing with cross-cultural ethical conflicts. Journal of Business Ethics, 31(1), 77-94.Hill, C. W., & Hernández-Requejo, W. (2006). Global business today.Kline, J. (2010). Ethics for International Business: Decision-making in a global political economy. Routledge.Kolk, A., & Van Tulder, R. (2004). Ethics in international business: multinational approaches to child labor. Journal of World Business, 39(1), 49-60.Parboteeah, K. P., & Cullen, J. B. (2009). International business: strategy and the multinational company. Routledge.Schaffer, R., Agusti, F., & Dhooge, L. J. (2014). International business law and its environment. Cengage Learning.Schermerhorn, J. R. (1999). Terms of global business engagement in ethically challenging environments: Applications to Burma. Business Ethics Quarterly, 9(3), 485-505.Van Cranenburgh, K. C., & Arenas, D. (2014). Strategic and moral dilemmas of corporate philanthropy in developing countries: Heineken in Sub-Saharan Africa. Journal of business ethics, 122(3), 523-536.
However, there are often no rules, or weak ones, and that can create an ethical dilemma on the part of marketers. They must decide for themselves what lines they want to cross, and set their own codes of ethics. here rules only provide guidelines, these can be open to interpretation. As we have seen with the area of marketing to children, however, the marketing industry has kept ahead of the regulators in how they approach the issue. The government has barely been able to ban Joe Camel, and has no answer for companies that reach children with child-oriented web content that blends.
Developing Rules
In order to create a code of ethics where there are no laws to provide guidance, there are bodies that have taken the lead. A company should begin, for example, with a statement of ethical norms from the American Marketing Association (2012). There are three ethical norms that…...
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Works Cited:
Akaah, I. & Riordan, E. (1989). Judgments of marketing professionals about ethical issues in marketing research: A replication and extension. Journal of Marketing Research. Vol. 26 (1) 112-120
The business is also becoming one of the leading companies and a well-known case study of the fair trade principles within the market. The business is also creating a noble image within the target market through its efforts of creating awareness for paying the fair price to its coca producers. The image created by the business is significantly affecting its brand image as an ethical brand. The research of Britain (2007) is also evident of the findings presented above.
USA consumer attitudes:
According to Ma (2007) the consumers in United States are also familiar with the fair trade attitudes and principles. The young consumers are highly likely to purchase products that are manufactured by the businesses incorporating fair trade principles. The consumers of young age group prefer to value the contributions of manufacturers towards fair trade principles (Gropel, 2012). The graduates and educated high income group is also tilted towards adoption…...
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References:
Britain, G 2007, Fair trade and development: seventh report of session 2006-07, Vol. 2: Oral and written evidence (Vol. 356), Stationery Office, United Kingdom.
Clarke, N, Barnett, C, Cloke, P & Malpass, a 2007, the political rationalities of fair-trade consumption in the United Kingdom, Politics & Society, Vol. 35, No. 4, pp. 583-607.
De Pelsmacker, P, Driesen, L & Rayp, G 2005, Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffe, Journal of consumer affairs, vol. 39, No. 2, pp. 363-385.
DeCarlo, J 2011, Fair trade and how it works, the Rosen Publishing Group.
Fox, R.F. (2001, November). Warning Advertising May Be Hazardous to Your Health: Ads Pose a hreat to Physical, Emotional, Social, and Cultural Well-Being. USA oday, Volume 130, Issue 2678, 62.
he author discusses different types of advertising and promotion and finds ethical problems in the way many are handled, especially with reference to advertising and promoting goods and services to children. He cites the use of focus groups for toy companies and the ethical implications of improving advertising to kids.
Cohn, E. (2000, January 31). Marketwatch: Consuming Kids. he American Prospect, Volume 11, Issue 6, 13.
he author questions the promotion of certain products to children and finds marketers hiring psychologists to shape the message so as to reach children. Other psychologists have denounced such actions and have called for an emendation of the ethics code to govern this sort of promotion in the future.
Ethics in Pricing
Cranberg, G. (1997, March-April). rimming the Fringe:…...
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This author also considers the ethics of distribution in terms of the distribution of goods to foreign markets and also uses the Nestle case of the distribution of baby formula as the primary example. He also offers a review of literature on the subject of cross-cultural marketing.
Pinstrup-Andersen, P. (2005, December 1). Ethics and economic policy for the food system. American Journal of Agricultural Economics.
The author notes that economists usually do not address ethical issues but that he will do so in terms of questions about the food system and how ethical considerations affect the way food is distributed.
In recognition that these t-shirts might be found to be objectionable to many young women, who are among our best customers, we contacted Heather Arnet, Executive Director of the omen & Girls Foundation, and offered to discuss the issue with them. e recognize that the shirts in question, while meant to be humorous, might be troubling to some." Despite, or perhaps, one could argue, because of, the controversy generated by the sexually explicit t-shirts, on November 15, 2005, CEO Mike Jeffries stated that the company had enjoyed record third quarter profits. "These strong results reflect the broad momentum and successful differentiation of our brands, confirming our entire organization's dedication to building dominant iconic brands. e are uniquely positioned as the top of mind premium provider of sportswear with brands that appeal to a broad spectrum of customers in the pre-teen through post-collegiate demographic. This is a position we have…...
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Works Cited
Abercrombie & Fitch Issues Joint Statement with Women & Girls Foundation of Southwest Pennsylvania." Press Release. Abercrombie & Fitch. 4 Nov 2005.
Ethics Memo
Ethicacy of Five Hour Energy "No Crash Later" Claims
ecently consumer rights groups are gaining greater traction in the media with their claims that Five Hour Energy's claims of "no crash later" are inaccurate, and at worst, overstated. These claims are based on a study completed six years ago, and whose methodology is not sound (Fabregas, 2012). What's at the center of this debate is the chemical composition of Five Hour Energy and if in fact customers experience a crash after using it or not. The ethicacy of the products' claims are under attack in the media, and with the empirical studies showing evidence this is accurate. The momentum on social media continues to increase on this issue as well and the Five Hour Energy brand is in jeopardy of being negatively affected over the long-term if nothing is done. There also continues to be negative press for energy drinks…...
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References
Fabregas, L. (2012, May 12). Energy shot fails to live up to name. McClatchy - Tribune Business News.
Zmuda, N., & Bruell, A. (2012). Energy drinks battle dark cloud, try to remain beverage bright spot. Advertising Age, 83(45), 8-9.
Ethics of Marketing esearch in the Internet Era
Increasingly, management is being taken to be a critical production factor alongside the other factors of production. It therefore follows that the success of a business enterprise is largely hinged on the ability of management to make superior decisions. However, for managers to make effective decisions, they not only need a supportive decision making environment but also a set of tools to enhance their ability to correctly analyze and interpret information so as to advance the agenda of the business in an increasingly competitive marketplace. Marketing research is one such tool.
Marketing esearch as a Management Tool
The relevance of marketing research as a decision making tool for management cannot be overstated. According to Blankenship, Breen and Dutka (1998), marketing research can be taken to be "the systematic design, collection, analysis, and reporting of data and findings relevant to a specific situation facing the company."…...
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References
Blankenship, A.B., Breen, G.E. & Dutka, A.F. (1998). State of the Art Marketing Research. McGraw-Hill Professional.
Is it ethical to encourage Hindus to eat beef-containing McDonald's products, even if the consumer is free to choose to do so? Is it ethical to alter the healthy French relationship to food, to sell quickly consumed 'food on the go' burgers in that nation? Or to market beauty products in Asia that stress the loveliness of the wider estern eye-shape that Asian women cannot attain, without plastic surgery? If the marketing campaign is fully effective, the culture of the nation will be changed, even though stockholders may profit.
Any business boss can make a strong case for the view that agonizing over the impact of one's business decisions on the health of a competitor weakens your effectiveness," scoffs one industry analyst. (Parry, 2003) but while behaving unethically in the short run may reap rich marketing rewards, one could counter that a culturally exploitative and damaging campaign could generate such…...
But it showcases different voices and images of real people who are 'racing for the cure,' or racing to raise money to fund breast cancer research. The primary appeal of the advertisement is an ethical one, namely the need to devote more funding to breast cancer research, and to encourage the viewer to honor the survivors who run in the Komen race. The implication is that if real people suffer breast cancer, and real people are fighting for a cure, the viewer has an ethical responsibility to either donate to the Komen foundation, or even run him or herself in the race.
The Dubarry advertisement, the alph Lauren advertisement, and the public service commercial promoting the Susan J. Komen ace for the Cure, all use emotional appeals to some extent: in fact, someone might protest that all of these advertisements might be classified as using 'pathos' in their persuasive strategy.…...
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References
Dubarry. (2010, January 10). Equus. p.14. Retrieved January 31, 2010
One strategy that we have seen more and more actually preceded the current economic recession is product placement instead of traditional advertisement in commercials (Howard 2005). This may be one of the most effective innovations in our industry since the shift in the 1960s from word-heavy advertising to memorable visual images (Ogilvy 1983).
Q: The Internet and other visual media must factor into that shift as well.
A: Absolutely. The modern advertiser is learning not to focus exclusively on traditional modes of message transmission and product branding like television and billboards. The phenomenon of things like YouTube demonstrate the value of creating imagery that captures the audience's imagination and interest. In fact, future advertisers may eventually question the value of spending so much money on commercials and even product placement when it is possible to reach huge audiences on the Internet, essentially, for free.
Q: The way that the Napster and its…...
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References
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. Irwin/McGraw-Hill: New York
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
Ethics are often stronger than the laws of the land. Laws are cobbled together by special interests and have little to do with right and wrong, or personal ethical codes. For most people, their own personal codes of ethics will be stronger than the laws. People are much less likely to violate their own personal ethical codes than the laws.
Morals are codes of conduct put forward by a society, often within the context of a cultural or social group. Ethics are, following the Aristotelian tradition, a general guide to behavior that an individual adopts as his own guide to life (Gert, 2011). The relationship between the two is self-evident: while ethics are individual they are often strongly influenced by society's moral context.
Kohlberg (1971) outlined morals are being pre-conventional, conventional and post-conventional. Pre-conventional morals are in the obedience and punishment orientation and the self-interest orientation. Like when you learn that killing…...
Kohlberg, L. (1971) From Is to Ought: How to Commit the Naturalistic Fallacy and Get Away with It in the Study of Moral Development. New York: Academic Press.
First, they evaluate the truthfulness of the message. Next, they evaluate the authentic of the persuader. Third, they determine the persuader's level of respect for the persuadee. Fourth, they examine the equity of the persuasive appeal. Finally, they look at the social responsibility for the common good of the action they are being urged to take. Combining all five elements together, a person is able to make a judgment about a persuader's ethics.
Personally, I feel that ethical judgments are most effectively made at a situational level. I do not believe that universal ethics apply, but instead feel that situations can help determine the ethicality of a particular action. For example, I do not feel it would be unethical for an American President to lie to the American people about a planned attack on foreign country if being honest would jeopardize the soldiers on the mission. Likewise, I do not…...
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