Ethical considerations in respect of advertising, sales promotion, pricing, product packaging and obsolescence.
Introduction Ethics is concerned with what is right and what is wrong. Ethics relate to moral evaluations of decisions and actions as right or wrong on the basis of commonly accepted principles of behaviour (Dibb et. al., 1997), in other words, ethics are the moral principles and values that govern the actions or/and decisions of an individual or group. They serve as guidelines on how to act rightly and justly when faced with moral dilemmas. Sometimes the line between what is considered ethical and unethical is difficult to distinguish since what is right and wrong differs depending on such factors as nationality, culture, sex etc. Ethics is individually defined and may vary from one person to another. Many people wrongly assume that only actions that violate laws are considered unethical. Some activities can be unethical even though no laws are violated, for example, it can be considered as unethical activity for companies to aggressively promote unhealthy food to children though such promotional practices are generally in the world not viewed as illegal. It is believed that good marketing is ethical marketing. Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behaviour, and practice in the organization. While the most basic ethical principles have been codified as laws and regulations to conform to the standards of society, marketing ethics goes beyond legal and regulatory issues. Ethical marketing practices and principles are the main that establish trust, which will help to gain and maintain the reputation of the company and to build long-term marketing relationships. The purpose of this assignment is to define and explain ethical marketing considerations in respect of
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