Ethics in Alcohol Advertising
Marketing and Ethics
Introduction
Marketing is a commercial right in many countries; it gives information to consumers about brands and choices, and also helps businesses with the selling of their products. In a market economy; some businesses are expected to act in a way, in which they have their own best interest. The field of marketing is there to create sustained competitive advantage. This advantage can only be achieved, when an organization does a better job than its competitors by satisfying the needs of both consumers and the organization. But the key issue here is that commercial freedoms need to be balanced against consumer’s safety and well-being.
The field of marketing is undeniably that’s which raises the most controversies when it comes to the question of ethics. For instance, our economic system has become more effective at catering consumer needs and wants, therefore, there is an increase focus on organisations adhering to ethical values rather than merely providing products. There are two reasons behind this focus. First, when marketing practices fails to meet the standards, which are considered acceptable by the society, the market process becomes less effective and occasionally it is even interrupted. When an organisation behaves ethically, customers grow more of a positive attitude about its products, services and the firm itself. Therefore, ethical marketing practice is important to build trust between customers and the firm, otherwise it may lead to a lack of trust, bad publicity, dissatisfied customers, or legal action. For this reason, many organisations are very touchy to the needs and views of their customers and find ways to protect their long-term interests (Ghani et al., 2011).
Furthermore, ethical abuses often put on pressure for institutions to take responsibilities for their actions. Since abuses occur, many people believe that such type of business practices are in abundance. For this reason, professional associations, consumer
Introduction
Marketing is a commercial right in many countries; it gives information to consumers about brands and choices, and also helps businesses with the selling of their products. In a market economy; some businesses are expected to act in a way, in which they have their own best interest. The field of marketing is there to create sustained competitive advantage. This advantage can only be achieved, when an organization does a better job than its competitors by satisfying the needs of both consumers and the organization. But the key issue here is that commercial freedoms need to be balanced against consumer’s safety and well-being.
The field of marketing is undeniably that’s which raises the most controversies when it comes to the question of ethics. For instance, our economic system has become more effective at catering consumer needs and wants, therefore, there is an increase focus on organisations adhering to ethical values rather than merely providing products. There are two reasons behind this focus. First, when marketing practices fails to meet the standards, which are considered acceptable by the society, the market process becomes less effective and occasionally it is even interrupted. When an organisation behaves ethically, customers grow more of a positive attitude about its products, services and the firm itself. Therefore, ethical marketing practice is important to build trust between customers and the firm, otherwise it may lead to a lack of trust, bad publicity, dissatisfied customers, or legal action. For this reason, many organisations are very touchy to the needs and views of their customers and find ways to protect their long-term interests (Ghani et al., 2011).
Furthermore, ethical abuses often put on pressure for institutions to take responsibilities for their actions. Since abuses occur, many people believe that such type of business practices are in abundance. For this reason, professional associations, consumer
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