MKT 100 Chapter Notes - Chapter 18: Consumerism, Tim Hortons, Swot Analysis
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MKT 100 Full Course Notes
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Refers to those ethical problems that are specific to the domain of marketing. People in marketing interact directly with the public, bc they are so much in the public eye, it should not be surprising that marketing and sales professionals sometimes rank poorly in ratings of the most trusted professions. In a recent survey, most professions were rated much higher than marketing (graph) For marketers who depend on the long-term trust of their customers, this low ranking is very disappointing. Marketing is a visible part of business, practices that are the result of other business functions will be attributed to marketing. Marketers need to stress the good things that they do and the value that they add to society. A strong ethical climate requires a commitment from the top down within the firm . Everyone within the firm must agree to a system of controls that rewards appropriate behaviour and punishes inappropriate behavior.
