市场营销道德的重要性--Paper代写范文

Paper代写范文:“市场营销道德的重要性”，这篇论文主要描述的是营销作为现代企业的主要销售方式，但是在商业营销当中营销道德与商业道德被人们所看重，营销人员应当根据伦理道德出发来考虑营销中的道德决策，以肯德基为例，肯德基被认为是不健康食品的标榜，被作为负面宣传的目标，但是肯德基的营销人员根据道德层次出发通过以蔬菜沙拉代替高热量食品，为肯德基树立了一个绿色健康食品的形象。

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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