Marketing Mix: An Area Of Unethical Practices - EA Journals

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British Journal of Marketing StudiesVol.1, No.4, pp. 20-28, December 2013Publish By European Centre for Research Training and Development UK ( 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 ( 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

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