British Journal of Marketing StudiesVol.1, No.4, pp. 20-28, December 2013Publish By European Centre for Research Training and Development UK (www.ea-journals.org)MARKETING MIX- AN AREA OF UNETHICAL PRACTICES?Dr. Bouguila SihamJazan University College CBA, KSAABSTRACT: In this paper we intend to develop the concept of ethic in marketing so the firstsection is concerned with presentation of the components of marketing and how each of themcan subject of unethical practices. We try also to discuss some relevant issues related to thesame. In the second section we focus on empirical study in order to show that many unethicalmarketing practices may be occurred especially which are related to pricing and advertizingpractices.KEY WORDS: Ethics, Marketing, Marketing mix, Pricing, Advertizing, UnethicalPractices INTRODUCTIONEthics are a collection of principles of right conduct that shape the decisions people ororganizations make. Practicing ethics in marketing means deliberately applying standards offairness, or moral rights and wrongs, to marketing decision making, behavior, and practice inthe organization. In a market economy, a business may be expected to act in what it believesto be its own best interest. The purpose of marketing is to create a competitive advantage.Those organizations that develop this advantage are able to satisfy the needs of bothcustomers and the organization.This focus has come about for two reasons. First, when an organization behaves ethically,customers develop more positive attitudes about the firm, its products, and its services. Whenmarketing practices depart from standards that society considers acceptable, the marketprocess becomes less efficient. Not employing ethical marketing practices may lead todissatisfied customers, bad publicity, a lack of trust, lost business, or, sometimes, legal action.Thus, most organizations are very sensitive to the needs and opinions of their customers andlook for ways to protect their long-term interests.Calls for social responsibility have also subjected marketing practices to a wide range offederal and state regulations designed to either protect consumer rights or to stimulate trade.Research ProblemEthics are moral guidelines which govern good behavior. So behaving ethically is doing whatis morally right. However business ethics has been an increasing concern among largercompanies, at least since the 1990s. Major corporations increasingly fear the damage to theirimage associated with press revelations of unethical practices. Marketers have been amongthe fastest to perceive the market's preference for ethical companies, often moving faster totake advantage of this shift in consumer taste. This results in the expropriation of ethics itselfas a selling point or a component of a corporate image. Greenwash is an example of astrategy used to make a company appear ethical when its unethical practices continue. So Inthis research we attempt to get response for our main question: first what is ethics in20
British Journal of Marketing StudiesVol.1, No.4, pp. 20-28, December 2013Publish By European Centre for Research Training and Development UK (www.ea-journals.org)marketing. So we have also to explain which areas can be concerned in marketing ethics?And can marketing practices be unethical? Research Objectives and Hypothesis DevelopmentWe intend mainly in this work to define the concept of ethics in marketingto present several areas concerned in marketing mix ethicsto explore marketing practices and eventually to criticize them through an explorative studySo our main hypothesis of empirical study is as followH: Some practices of marketing mix may be seen as unethicalContribution to LiteratureWe hope contribute to literature through1. Theoretical study: to present the concept of ethics in marketing and the ethics related toeach components of the marketing mix.2. Explorative side addressed through: an inquiry about unethical marketing practices indifferent areas in order to detect the view of consume
H: Some practices of marketing mix may be seen as unethical Contribution to Literature We hope contribute to literature through 1. Theoretical study: to present the concept of ethics in marketing and the ethics related to each components of the marketing mix. 2. Explorative side addressed through: an inquir
Figure 1. Model of the Customer Market offering dimensions of the Marketing Mix (Lipson, et al.) Marketing mix development for target market process involves four important steps: 1. Division of the marketing mix into four component-mixes: the product mix, the terms of sale mix, distribution mix and communications mix. 2.
Apr 20, 2021 · Marketing: The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. (Marketing Management 15e, Kotler and Keller, 2016) Marketing Management is the art and science of choosing target markets and building profitable .File Size: 720KBPage Count: 30Explore further(PDF) Marketing Mix of 4P'S for Competitive Advantage .www.academia.eduMarketing Mix of 4P’S for Competitive Advantageiosrjournals.org(PDF) The Evaluation of Marketing Mix Elements: A Case Studywww.researchgate.netMARKETING MIX THEORETICAL ASPECTSgranthaalayah.comTHE 4 P’S OF MARKETING MIXwww.angle180.comRecommended to you b
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Marketing Strategy of the supermarkets 6 II. Theory The research uses the theory of “marketing mix” and merchandising’s theory. 1. Marketing Mix According to Doyle (2002) 5, the “marketing mix” is the central task of marketing professionals. The set of
1. Understand what a marketing manager does. 2. Know what marketing strategy planning is—and why it is the focus of this book. 3. Understand target marketing. 4. Be familiar with the four Ps in a marketing mix. 5. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 2–2
factors which are categorised under the 4 P‟s to decide marketing mix for a product. Keywords: Marketing Mix, Product, Price, Positioning, Promotion, Competitive Advantage I. INTRODUCTION Marketing mix is the comb
Journal of Management and Marketing Research Brand equity, marketing strategy, Page 4 marketing strategy (marketing mix elements), or marketing efforts as antecedents of brand equity, and operationalized the marketing mix as: (1) price, (2) store image, (3) distribution
UNIT: - I BASIC CONCEPTS IN MARKETING MANAGEMENT STRUCTURE 1.0 Introduction to Marketing 1.1 Definition of Marketing 1.2 Evolution of Marketing 1.3 Marketing Concept 1.4 Role of Marketing 1.5 Strategic Marketing Planning 1.6 Scope of Marketing 1.7 Approaches of Marketing 1.8
May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . email@example.com . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b
marketing management is the concept of the marketing mix (Figure 1). The marketing mix is not a theory of management that has been derived from scientific analysis, but a conceptual framework which highlights the principal decisions that marketing manager’s make in configuring their offerings to suit customers’ needs. .
Know what marketing strategy planning is— and why it will be the focus of the book. 3. Understand target marketing. 4. Be familiar with the four Ps in a marketing mix. 5. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 6. Understand what customer equity is and why marketing strategy planners seek to
3 CLA MixDown / User Guide Introduction CLA MixDown glues a mix together and brings life to it. Insert it on your mix buss and mix through the plugin or open it on a mix in progress to add depth and impact. Four faders provide control over the color, dynamics, and drive of the mix.
formulate a winning Marketing Mix, this Marketing Management course is about how to set that Marketing Mix in motion. Application of the appropriate marketing tools for each situation and putting Marketing to work towards the g
International Marketing (3) Sales Management (3) Marketing of Financial B2B Marketing (3) Marketing Strategy (1.5) Media Planning ( 1.5) (3)Brand Management (3) Retail Marketing ((3) Marketing Engineering (1.5) Rural Marketing (3) Innovations in Marketing (3) Customer Relationship Management (3) Sales Promotion (3) Marketing for Entrepreneurs
Marketing Mix Modeling (MMM) is an important part of any marketing plan. It allows you to measure past performance and chart a path for future success. To ensure a successful Marketing Mix Model project, every project must begin with a checklist of business
was established that factors in the marketing mix have a significant positive effect in absorbing customers. That means the bank has a significant positive effect. Key words: Marketing, marketing mix factors, customers‘ orientation, customers‘ satisfaction. INTRODUCTION Pr
Goi (2009) Marketing mix is originating from the single P (price) of microeconomic theory (Chong, 2003). McCarthy (1964) offered the “marketing mix”, often referred to as the “4Ps”, as a means of translating marketing planning into practice (Bennett, 1997). Market
A successful marketing mix ensures the right product is sold at the right price in the right place with the appropriate promotion. Presented below is a summarised marketing mix diagram and a short look into each of the marketing mix components that all focus around the central values of Innocent Drinks. Fits with current brand
Marketing Mix Modeling . A brand's volume sales constantly changes & it changes for a reason Marketing Mix Modelling is a mathematical approach that explains how each factor drivers sales & share Year 2007 Year 2010 What is Marketing Mix Modelling? Sales (Brand metrics) Print, OOH
Archaeological excavation is the primary means in which we gather information. It is critical that it is carried out carefully and in a logical manner. The flow chart below has been provided to show the steps required for fully excavating and recording a feature. 3 Identify feature Clean area to find the extent of the feature Consider if pre-excavation photos and plan are required Select .