Marketing Management For Updated Management Strategies: Ethical Issues And Their Prevention

Ethical issues in marketing field

Discuss about the Marketing Management for Updated Management Strategies.

This era is no doubt proving itself to be one of the most important and useful eras for business as well as marketing. Whatever industry, business or organization it is, the management and the updated strategies are obviously much more beneficial for that particular industry, organization or business. The highly qualified and skilled employees, management and their working process are undoubtedly useful for the business and organizations of this generation. All these latest and more reliable strategies are taken by each and every organization’s whether it is a large-scale organization or a small scale organization. Instead of all these ideas and strategies, there are still some specific troubles that the companies and the management of the companies are facing nowadays.  These troubles can also be regarded as the ethical issues of marketing. The issues or the problems that the companies are facing with their marketing strategies are mainly known as the ethical issues of those particular companies. The following assignment deals with the various aspects of the ethical issues of marketing, its impact on many different companies and how the management of the company deals with these kinds of issues. These issues include some most important aspect of the company such as the promotion, advertising, and loyalty with the customers, behavioral aspect, and many others. Similarly, it is also true that the companies are also implementing modified strategies in order to prevent these ethical issues. The following discussion will obviously help to gather more knowledge about the ethical issues of marketing, their impact and their preventions.

Whatever company it is, marketing is the most important aspect for the company to run their business successfully(Barnett and Valentine, 2004). The marketing procedure can also be regarded as the soul aspect of any organization. Thus it is the target of every company to perform a more efficient and reliable marketing. Marketing strategies include basically the product analysis, pricing strategies, promotional strategies, placement and some other important aspect. Though this is the most important part of any business the companies often face some specific issues with their marketing, which is known as the ethical issues of marketing. To be more précised there are certain common types of ethical issues that the company faces. Firstly the relationship of the customers with the management of the company must be pleasant and nice in order to satisfy the customers(Elger, Biller-Andorno and Capron, 2008).  The prime goal of any company is to attract as much as customers are possible. For that, they have to maintain a nice and pleasant communication with the customer. But sometimes rude behavior or any employee or staff of the company may cause to the negative feedback of the customers which obviously would not be beneficial for the company. Secondly, another issue that the companies of this generation often face is the loyalty issue. According to some customers the companies are not providing products which they are advertising. The company should either show their customers what they are actually providing or they have to provide them the facilities or the service which they are showing or advertising. These are the basic issues that the companies are mostly facing(Godlee, 2011). Other than these there are also some other issues that the companies must look after in order to improve their organization as a whole like the internal working environment of the company as well as the communication of the employees with the management. If the management of the companies behaves rudely with the employees it may cause disobedience among the employees which will ultimately harm the company. Similarly, if the working environment of the company is not good and not up to the mark in accordance to the employees of the company the workers would not feel comfortable to work which may create another serious issue for the company. These are some basic ethical issues that the companies are facing nowadays(Guffey and Mccartney, 2008).

Identification of the ethical issues of Red Rooster

To make a strong statement on the ethical issues in marketing it is needed to have a practical knowledge of the actual problems which are harming the companies(Hollingworth and Valentine, 2014). For example, there are many companies in Australia which are having these kinds of problems, Such as the Red Rooster fast food retail chain or organization. This is one of the most famous Australian fast food company having a great management and proper strategies. Being one of the most famous and established organizations in Australia it is quite obvious that they are maintaining their marketing strategies perfectly, but for some time they also had to face some ethical issues which were harming the company as a whole. First of all, they were facing loyalty issues(Hollingworth and Valentine, 2015). They were unable to provide food what they were advertising or they were not able to fulfill the requirement as well as the expectation of their regular customers which was a real drawback for the company, after that there were also some behavioral issues regarding the communication between the customers and the employees. The company had to face a big and serious loss due to these kinds of ethical issues and not only this but these issues also hampered their reputation in the market(Kotler and Armstrong, 2006).  The management of the company took the charge to identify the issues and to implement proper strategies to remove the problems. They first performed an internal analysis of the organization and implemented some latest and modified strategies in order to improve their working procedure as well as their working environment. The management also looked after the behavioral aspect of the organization for the betterment of the communication between the customers and the employees. This example clearly states that how much harmful these ethical issues can be and how they should be prevented(Lipworth, 2013). 

From the above passage it is quite clear that the ethical issues can be really harmful to any company, for example, another famous Australian retail company Red Bubble had to face a destructive loss or downfall just because of some of the ethical issues like the internal issues like the communication between the workers and the superior managers and the human resource managers(Malhotra, 2008). Red Bubble is one of the most famous and settled retail and clothing companies in Australia, still, they were about to be bankrupt because of these ethical issues, the management of the company being actually efficient and dedicated towards their work the company survived otherwise they would have to cease their business(Milisavljevic, 2013). the management of the company was running their business in an impressive manner, but suddenly some internal problems occurred which hampered the working environment and also harmed the communication between the employees of the companies and the management. According to some of the employees, they were not getting proper support and help from their managers, as well as their co-workers which created disobedience among them and them, decided to stop the work(Raina, 2015). This phenomenon turned out to be very destructive for the organization as a whole. To prevent these issues and to save the whole company from being bankrupt the management and the higher authority of the company decided to take some serious and strict steps and they performed an internal analysis to identify the source of the problem. According to various surveys, they took some bold steps to remove the mentioned problems from the companies. These are the main ethical issues which are harming the companies of this generation very much. Other than these there are also some other aspects or issues that the management of the company should be concerned off such as the training procedure of the fresher employees, the production procedure then, the promotional strategy and the pricing strategy. Pricing strategy is another issue that the companies are facing. If the company could not determine a proper and justified price to the product or the service they would never be able to attract more customers. These are basically the issues that are harming the companies(Weir, Olick and Murray, 2004). The above-mentioned two examples are discussed to make a strong statement on the ethical issues of marketing.

Conclusion

From the above passages, it must be admitted that the ethical issues of marketing play a vital role in the up gradation as well as the degradation of the company. Whatever company it is, it would have to face some kind of ethical issues sometimes. Ethical issues are something that could hamper any of the vital aspects of an organization like the customer feedback, production procedure, employee satisfaction and many other aspects. thus in order to make a steady business or organization the management of the organization must be more aware of the ethical issues of marketing and must be prepared for any kind of ethical problems. For that the company should also maintain some basic guidelines such as recruiting efficient and dedicated employees, appointing a reliable and experienced trainer to teach the fresher properly.   These are some basic responsibility that the company or the management of the company must follow in order to get rid of these kinds of ethical issues. In all the essay helps to understand the various aspects of the ethical issues of marketing.

References

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Elger, B., Biller-Andorno, N. and Capron, A. (2008). Ethical Issues in Governing Biobanks. Farnham: Ashgate Pub.

Godlee, F. (2011). Cost is an ethical issue. BMJ, 342(may04 3), pp.d2813-d2813.

Guffey, D. and Mccartney, M. (2008). The Perceived Importance of an Ethical Issue as a Determinant of Ethical Decision-making for Accounting Students in an Academic Setting. Accounting Education, 17(3), pp.327-348.

Hollingworth, D. and Valentine, S. (2014). The Moderating Effect of Perceived Organizational Ethical Context on Employees’ Ethical Issue Recognition and Ethical Judgments. J Bus Ethics, 128(2), pp.457-466.

Hollingworth, D. and Valentine, S. (2015). Erratum to: The Moderating Effect of Perceived Organizational Ethical Context on Employees’ Ethical Issue Recognition and Ethical Judgments. J Bus Ethics, 128(2), pp.467-467.

Kotler, P. and Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.

Lipworth, W. (2013). Why drug shortages are an ethical issue. Australasian Medical Journal, 6(11), pp.556-559.

Malhotra, N. (2008). Review of marketing research. Armonk, N.Y.: M.E. Sharpe.

Milisavljevic, M. (2013). Value oriented strategic marketing. Marketing, 44(4), pp.299-309.

Raina, S. (2015). An ethical issue at follow-up. Neurol India, 63(2), p.294.

Weir, R., Olick, R. and Murray, J. (2004). The stored tissue issue. Oxford: Oxford University Press.