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There is a lot of overlap between marketing ethics and business ethics

2021-11-01 来源: 51Due教员组 类别: Essay范文

在营销伦理和商业伦理之间有很多重叠,因为描述组织中道德决策的基本框架包括包含营销的决策。所以营销中的道德决策与所有组织领域的道德决策是平行的。也就是说,在一个组织的上下文中,商业决策中有一个道德的组成部分,无论它是市场营销还是其他功能领域的组成部分。

 There is much overlap between marketing ethics and business ethics because the basic frameworks that describe ethical decision making in an organization include decisions that encompass marketing[6]. So ethical decision making in marketing parallels ethical decision making across all organizational domains. Namely, within the context of an organization, there is an ethical component to business decisions, regardless of whether it is marketing or some other functional area component.

So, marketers should identify the importance or relevance of a perceived issue and the intensity of the issue. Nowadays, the KFC is being pressured to offer healthier menu options by various government agencies, consumers in different countries, and special interest groups, especially for children. The intensity of a certain problem is seemed to change over time and among each individual and is controlled by the national values, culture and norms[7]. Associated with the release of the movie Super Size Me, fast food restaurants became the negative publicity targets. In order to change the dimming situation, KFC can replace high-calorie foods with more  vegetables salads and healthful portions and alternatives according to requires in different countries.

In the same time, individual factors are obviously important in the evaluation and resolution of ethical issues, and familiarity with principal, theoretical frameworks from the field of moral philosophy is helpful in determining ethical decision making in marketing[8]. So, Personal moral development and philosophy of marketers and organizational culture determine why different people solve problem in varying ways. Actually, top management’s actions on ethical issues, codes of conduct and ethics policies, the opportunity for misconduct, the values and moral development and philosophies of coworkers all contribute to an organization’s ethical climate.

In short, marketing ethics have been a essential part of organizational responsibility and customers can not make decisions about a certain product without it. What’s more there is a recognition that corporate culture has played a core role in improving marketing ethics[9]. KFC is a successful enterprise with high corporate culture, but its marketing ethics has many defects too. As a young man, I love KFC and its food and I hope it has positive marketing ethics in marketing progress in the overseas market as a international corporation, so change is inevitable if KFC want a long term development.

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