Marketing ethics refers to standards of conduct and moral values that govern decisions regarding products, research, distribution, promotion, and pricing. As marketers, you will have to face a variety of problems concerning ethics. Marketing ethics is extremely difficult in that there is typically no clear-cut answers. A legal action is not necessarily an ethical action. Conflicts may arise between an individual's own beliefs and ethics and those of the organization. The American Marketing Association has set forth certain standards for professionalism that when adhered to are meant to surpass individual and organizational ethics. This is one way to help alleviate those conflicts.
Can you think of some ethical problems that may arise in relation to marketing research, product strategy, distribution strategy, promotional strategy, and pricing strategy?
Promotional strategy is typically the area where most problems surface in dealing with marketing ethics. Some marketers contend that a marketing campaign is meant to gain attention. A prime example of these can be found in Calvin Klein's advertisements in which they have been accused of exploiting underage sex and drug use. Another controversial company that has been in the news is Benetton, the Italian apparel maker. Their ads focus on many social issues such as racism, ethnic violence, capital punishment, abortion, homelessness, and AIDS. The presentation of these advertisements, however, is typically very inflammatory and shocking. A couple of examples include the advertisement of a newborn baby with its umbilical cord still attached and the campaign showing a slain Bosnian soldier's uniform consisting of a pair of camouflaged pants and a blood stained T-shirt seared with a bullet hole. Benetton contends that their goals for these ads are to increase brand awareness in a unique way to generate discussions of social issues.
1. Do you think Benetton's bold strategy is effective?
2. Do you consider their practices to be ethical?
3. What market segment do you think Benetton is trying to reach?
Although you may find them offensive, if you would like to examine some of their campaigns, the link can be found in the "Webliography" (not mandatory).
One of their 2000 campaigns, which is no longer evident on their home page, was a group of advertisements on capital punishment. They interviewed several deathrow inmates and published their stories in the media discussing "their hopes, fears, desires, and nightmares."
4. As a consumer, do you agree or disagree with this type of marketing campaign?
5. Do you feel that the victim's (not the prisoner) rights (as presented in the media) are being violated?
6. As a future marketer, would you consider instituting such campaigns? Why or why not?
Answer will be sent by email as attachment.
