MARKETING MANAGEMENT

ASSIGNMENT:

TOPIC: MARKETING ETHICS

NAMES OF GROUP 12 MEMBERS:

SIMRAN PREET SINGH JAWA 191156
SIYA JOSHI 191157
TEJASWINI SOLANKI 191158
UMANG GOYAL 191159
UTSAB CHATTERJEE 191160

CONTENTS OF THE ASSIGNMENT:

1. MARKETING ETHICS: A COMPARISON BETWEEN SERVICE
AND OTHER MARKETING PROFESSIONALS
2. SOCIAL FACTS AND ETHICAL HARDWARE: ETHICS IN THE
VALUE PROPOSITION
3. PERSONAL AND PROFESSIONAL VALUES UNDERLYING
ETHICAL DECISIONS
4. A CROSS‐CULTURAL EXAMINATION OF THE GENERAL
THEORY OF MARKETING ETHICS: DOES IT APPLY TO THE
NEXT GENERATION OF MANAGERS?
5. PERCEPTIONS OF ETHICAL PROBLEMS IN INTERNATIONAL
MARKETING
6. RELATIONSHIP MARKETING AS AN ETHICAL APPROACH:
PHILOSOPHICAL AND MANAGERIAL CONSIDERATIONS
7. ETHICS AND INTERNATIONAL MARKETING
8. ETHICS AND VALUE CREATION IN BUSINESS RESEARCH:
COMPARING TWO APPROACHES
9.
10.
SIYA JOSHI 191157

1. MARKETING ETHICS: A
COMPARISON BETWEEN SERVICE
AND OTHER MARKETING
PROFESSIONALS

SCOPE:
Managing Recent Scenarios Focuses on Profit and Not-for-
profit organizations, but most importantly, services have
become the most important course in present marketing.
In service marketing, the buyer cannot adopt any type of
unethical behaviour. That marketers are involved in a type of
unethical behaviour depends on moral values, personal
moral philosophy, professional standards and various other
determinants. The intangibility of many service attributes is a
key factor in distinguishing them from that of other goods.
Building trust between customers is the main feature of the
services marketing. As a result, service marketing
professionals are different from commodity marketing
professionals about marketing ethics issues.
Compare two categories of market:
The fundamental difference between a service seller and a
goods seller is that Service salesperson uses a personal and
emotional appeal to impress clients, while the seller of goods
uses tangible attributes. Other key features are the
indivisibility of the service provider's service and its inability
to adapt to the terms according to their supply and needs
can result in participation in unethical service to sell more
during rush hours. This can lead to immorality the behaviour
can sometimes cause trust issues between clients. So trust as
well as ethical behaviour is indirectly linked.
For a survey, service marketers compared their results with
those of others. Based on their moral values, personal moral
philosophy and business ethics value, found the following
reviews:
1) Understanding of ethical issues
In this case, the individual perception of the reality is
considered as the main source of difference in moral and
ethical judgment.
2) Recognize the importance of ethics and social
responsibility
Marketers must recognize that ethics and social
responsibility are beneficial and important for the
organization.

3) Personal moral philosophy

Considers the philosophy of social morality when applying
ethical rules.
4) Ethical values of the company
It is a mix of formal and informal policies of organization’s
ethics.
According to a study by Dornof and Tankersley, ethical
decision is defined as "a decision that is accepted in a wider
community and which comes under law (legal)".
According to the explanatory factors developed by
Singhapakdi, there are three scale dimensions that is, "good
morality is good business", "profit is not the most important"
and "quality and Communication ".
A self-administered questionnaire was analysed as a method
of data collection. The result Key findings show that service
marketers are more ethical and are socially responsible
compared to long-term profit and organizational
competitiveness. There are also some limitations that lead to
mixed search results. And there is no difference between
different types of service marketing.
2. SOCIAL FACTS AND ETHICAL
HARDWARE: ETHICS IN THE VALUE
PROPOSITION:
"If you do not tell your own truth, you cannot tell others."
The article emphasizes the importance of ethical principles
and customs on the survival of the organization. It also
involves the sharing of ethical principles and customs used by
any individual when he/she is part of a group or an
organization. Ethics says that the behaviour and
communication of the group must be credible and positive.
Credible is the standards which will be based on the true
characteristics of the organization rather than the image
created by promotional communication.
With the increasing pressure of competition, the
differentiated value proposition of intangible assets has
become a reality. It is more and more important than
tangible goods. The role of communication Management
must understand the value and design the communication
activities that will be carried out. Make sure he is recognized
and appreciated. Also discussed the nature of social
agreements, it provides the social facts of organizational
ethics in the form of relevant social agreements such as trust
and the reputation. Sometimes, managing the value becomes
difficult because it is out of control, such as when criticizing
the behaviour of any organization by celebrities or pressure
groups, it is easy to generate negative publicity.
Well-organized communication based on ethics by an
organization, gives confidence about the future for the
public. This gives the company an edge when starting a new
organization product. When people have the choice, they are
probably willing to trade with those people on whom they
rely and trust. This article provides a framework to identify
the benefits of communicating reliable ethical values, but the
organization must first get credibility prior to giving any kind
of visibility.

REASONS FOR SELECTING THE ARTICLES

SIYA JOSHI- 191157

 The reason behind choosing the article “Marketing

Ethics: A comparison between service and other
marketing professionals” is the insights that it provides
in terms of how ethical various segments of markets are,
in order to establish a customer relationship with the
business. It talks about various ethical standards that
services and markets should follow to create a larger
satisfaction among the customers.
 The reason behind choosing the article “Social facts and
ethical hardware: Ethics in the value proposition” is the
fact that it majorly talks about the impact of ethical
principles and customs on the survival of the
organization. It rules down the importance of
authenticity when supplying information to the
customers.
TEJASWINI SOLANKI 191158

3. PERSONAL AND PROFESSIONAL

VALUES UNDERLYING
ETHICAL DECISIONS:

SCOPE:

This article is a comparison of American and Thai marketers

with a purpose of exploring the cross-national nature of
marketing ethics decisions. The cultural differences with
terms to moral judgement are explained here between the
US and the Thai markets. The article states that culture is
generally considered to be an important influencing factor
for any decision making including, ethical decision making.
The article, examines the relative influences of ethical
perceptions, personal moral philosophies, and gender on
ethical decisions taken by anyone. For that matter it states
that, perceived ethical notion has a positive influence on the
decisions as shown in the article. As culture varies from
society to society, their expectations also differ relatively,
which leads to formation of different ethical standards and
opinions for different societies.
The study divides culture into two categories - an
individualistic culture and a collectivist culture. In the former
one, there is a sharp difference between job lives and
personal life while in the latter, the relationships developed
are considered more important than the task or the job itself.
The findings of the research indicate that US marketers were
different from Thai marketers in the terms of combination of
personal and professional ethical values, while the Thai were
solely focused on the individualistic culture based values.
It showed that US marketers followed and believed in the
collectivist culture while Thai marketers had the
individualistic culture approach. The survey results indicate
that US marketers give more importance to the professional
values than Thai marketers. Through which the researchers
have concluded that, marketing as a “profession” has
advanced more in the USA than Thailand. As per the article
such differences in personal and professional values between
different countries are very useful for the global marketers as
it helps to harmonize the markets as a whole. The research
was carried out by providing a self-administered
questionnaire.
The research shows that there are many multinational
companies which develop and implement codes of conduct
do so, in order portray a common global corporate image and
also because these corporations need to train
their marketing managers differently for different parts of
the world as there would be a difference in their marketing
style on basis of their values. The difference between US
and Thai professionals can be generalized as the difference
between collectivistic and individualistic culture of a highly
industrialized and a newly industrialized country.
4. A CROSS‐CULTURAL EXAMINATION
OF THE GENERAL THEORY OF
MARKETING ETHICS: DOES IT APPLY TO
THE NEXT GENERATION OF
MANAGERS?

SCOPE:
This study confirms the empirical test of Hunt and Vitell,
Mayo and Marks on the general theory of marketing ethics
traditionally followed but, in four different cultures. Using
the path analysis, the core relationship of the general theory
of marketing ethics originally tested by Mayo and Marks was
successfully replicated and studied using more than 1,500
students from seven universities in the United States,
Canada, the Netherlands, and Australia.
Tomorrow’s managers, seems to use a more ethical approach
to making ethical judgments about the study on the individual
sales, rather than a sample of marketing research managers
from Mayo and Mark. However, all four countries have
confirmed that the main premise of the theory is that morality
and teleology both have a common influence on moral
judgment so carried out. The original study was concluded by
confirming that there exists a positive correlation between the
probability of the consequences and the desirability of the
consequences so expected.
The use of social values as a moral norm seems to be
promising as shown in various cases. Although, the original
purpose of the model was to explain the management ethical
decisions, our research suggests that how individuals make
ethical decisions in their lives in various situations, may be
generalized. A general path analysis model representing the
salesperson's decision on three alternatives is presented in
Tables 4 through 8 by incubation and total sample so stated
and explained in detail. Figure 2 summarizes the beta
coefficients for all relationships in the national model so
provided. Although the alternatives cannot be directly
compared, the results of Mayo and Marks (1990) research,
provide references which were feasible and logical.
Regression analysis, as a concept was used for each test
relationship, except for the relationship between the
likelihood of consequences and the desirability of
consequences through ANOVA. Collectively, these results
replicate the work of Mayo and Marks (1990) and support
the Hunt and Vitell models. In addition to the relationship
between the moral norms and moral assessments
mentioned, the causal path proposed by the model is largely
important and explains the large number of variances in the
construction.
The core relationship of General Theory of Marketing Ethics,
originally tested by Mayo and Marks, has been successfully
replicated, using more than 1,500 students from seven
universities in the United States, Canada, the Netherlands
and Australia. “Tomorrow’s managers” seem to use a more
ethical approach to making ethical judgments about personal
sales than real-world managers of Mayo and Marks’
marketing research. However, it confirms the main premise
that moral theory and teleological philosophy jointly
influence the theory of moral judgment.
The initial study expanded by confirming the positive
correlation between the likelihood of consequences and the
desirability of consequences, and also showed that social
values are useful as moral norms. Although the original
purpose of the model was to explain management
ethical decisions, our research suggests that this theory is
equally useful and may be extended to individual ethical
decisions.

REASONS FOR SELECTING THE ARTICLES:

TEJASWINI SOLANKI 191158

 The reason behind choosing the article “Personal and

professional values underlying ethical decisions” is to
have a deeper understanding of different ethical
standards which varies from society to society because
of their differences in culture and other personal and
professional values. This has a great influence over the
 ethical decision taken by any organization. It also
enabled me to explore.

 The reason behind choosing the article “A cross‐cultural

examination of the general theory of marketing ethics:
does it apply to the next generation of managers?” is
because “Tomorrow’s managers” seem to use a more
ethical approach to making ethical Judgments about
personal sales than real-world managers – who are the
future managers? It is us, so that is why I have selected
this article, to get updated on what is ahead of us, what
our competition will be like and how will we incorporate
ethics in marketing in the future. Globalization has led
us to think not only about 1 country but all the
practices followed all over the world, which is why we
took up multi-cultured environmental scenario.

REFERENCES:
1. https://www.emerald.com/insight/content/doi/10.1108/02651339510
097748/full/html
2. https://www.emerald.com/insight/content/doi/10.1108/13555850110
764757/full/html
UTSAB CHATTERJEE 191160

5. PERCEPTIONS OF ETHICAL PROBLEMS

IN INTERNATIONAL MARKETING

SCOPE:
The scope of this project is about the ethical dilemmas that
happen within an organization and its non-compliance with
international regulations of United Nations and Foreign
Corrupt Practices Act (FPCA). Also, it reflects the top
management’s inability to increase the scope of ethical issues
beyond the given rules and compliances. The objective of this
project is to understand the nature and extent of the ethical
issues faced by USA international marketers and hence to
define the unethical practices in terms of the international
market.
The District Export Council Members (DEC) members were
selected to study the ethical issues in international
transactions. These DEC members are advisors to federal and
state governments of USA as well as consultants to
manufacturing companies related to export matters. Among
these those DEC members were selected which were
employed in the manufacturing sector as here the ethical
issues were related to limited market access through a fixed
time constrained number of channels. Mail surveys were sent
soliciting DEC members and accordingly questionnaires were
sent. These questionnaires got a response of near 28.9
percent suggesting high interest in international marketing
ethics.
On doing this methodology it was assumed that DISTRICT
EXPORT COUNCIL(DEC) members were well versed in
international marketing as well as knew about the various
ethical issues involved in non-domestic trade with other
foreign countries. Also, it was assumed that there would be
no regional differences as DEC members are distributed
nationally.
The limitations of this methodology of these questionnaires
was related to the extent of bias of the respondents who
were basically in good positions in international firms well
versed with international transactions. First of all, it was
unknown up to what extent the respondent’s perceptions
were related to media. Secondly, on the basis of results of
ethical issues answered there were many answers related to
outside the domain of marketing and hence its scope
penetrated to other functional areas. Third, there was
overlapping of various answers according to certain
categories and hence it was unknown upto what extent they
overlap each other.
Its implication was that it was the first account of the
responses of the various marketing practitioners which
showed their perceptions of the various ethical issues
occurring in international market. This has both public
policies relating to the legal, ethical and business dimensions
of the domestic market as well as corporate implications
which tends to review upon the codes of conduct that are
necessary for overall corporate welfare. Hence it would also
result in review of the FPCA act of the US government.
In the future this concept of ethical issues in marketing would
have a possibility of separation among the developed and the
developing countries. Also, with the development of this
methodology, though with some biases, it would help the
corporate managers in the upcoming period to predict these
ethical problems and to take corrective actions against these
issues by understanding the host country factors and hence
rejecting the idea of avoiding markets.
Hence this research project has helped us to understand the
various implications of the wide-ranging ethical issues
prevailing in the international trade and what are the
possible ways to address these issues so that brand image
remains in the domestic market as well as it caters to the
public welfare ,thus, bringing about ethical and sustainable
marketing.
6. RELATIONSHIP MARKETING AS AN
ETHICAL APPROACH: PHILOSOPHICAL
AND MANAGERIAL CONSIDERATIONS

SCOPE:
The scope of this project is related to the marketing function
in every domain which has been from its foundation has
largely been considered as transactional exchange between
buyers and sellers. But with the progress of time importance
of ethical standards and rules of conduct has risen to such an
extent that an altogether new concept of “RELATIONSHIP
MARKETING” has formed which stresses on the need to form
relationships with the main stakeholders, that is, customers
and thus incorporating ethical practices.
The objective of this report is to form a bridge between
RELATIONSHIP MARKETING and organizational ethical
behaviour by understanding the relationship with customers,
trying to build upon it so that in the long run the organization
can sustain as well as maintain a good network of loyal
customers for getting higher revenue.
Here the main areas that are to be addressed methodically
are handling of human resources and personnel, managing
external constraints and finding a balance between personal
and organizational interests. Often it has been seen that
marketing is the most significant domain with involvement of
ethical issues. These issues can be in the form of bribes, false
advertising, cheating customers, charging unfair prices etc.
Hence marketing managers need to address these issues
seriously for corporate welfare by classifying under the above
three categories and then analysing.
It is based on the hypothesis that ethical conflicts arise when
basically the needs committed towards one group clashes
with the demands of other groups causing dilemmas in
decision making. This is because it leads to a situation of
making judgements between right or righter and more wrong
or more wrong.

The limitation of the traditional marketing approach is that it

does not consider the relationship factor into account and
hence proper ethical decision making is not being executed.
The ethical behaviour is mainly determined by the four
factors, that is, personal factors, intra-organisational factors,
extra-organisational factors and issue-related ethical factors
based on basic theories.
 Personal factors such as learning, family, religious training,
culture, personal experiences etc. make a great contribution
towards ethical decision making. Intra-organisational factors
such as rewards, work culture, support from peers,
organisational policies etc. are those which are inherent
within organisation. Extra organisational factors are those
factors which are outside the organization but have a great
impact on development of ethics such as political
environment etc. Issue related factors arise out of some
issues that bring a sudden change in the manifestation of
ethics.
The biggest implication of it is that relationship marketing
helps us to form good relationships not only with the
customers but also among various consenting parties. It
helps to develop a sense of equity, responsibility, trust and
confidence among the various stakeholders that goes a long
way in shaping the attitudes of organization and its members
not only to itself but also to the society as a whole. Good
relationships helps to clarify all conflicts regarding ethics in
smooth way and hence decision making is implemented
much faster leading to increase of efficiency of organizations
In the long run ‘’RELATIONSHIP MARKETING’ ’would go a long
way in shaping the attitude of marketers towards society by
building good relationships apart from seeking their own
benefits. This would enable customers to connect themselves
much better with the company increasing loyalty as well as
sustainability of the customer base. Profit earning is good but
it should be done concerning the customer’s needs so that
business can flow much efficiently and the organization can
run for a longer period without any conflicting issues.
It should be ascertained that ‘’RELATIONSHIP MARKETING’’
does not have major theme as benefit of suppliers but its
epicentre should be on development of good relationships
with customers. Otherwise it might lead to unethical
behaviours. Proper implementation of RM has to be done at
the executive level and it should be ingrained inside the
marketing practitioners so that ethical values are properly
developed and people get what they deserve.

REASONS FOR CHOOSING THE ARITCLES:

UTSAB CHATERJEE
 I personally chose this research project because it
helped me to understand the growing necessity of ethics
in corporations and businesses which would very well
incorporate the societal considerations. This would help
me to understand the wide differences between
theoretical and practical approaches of this concept
thus integrating the mechanism to foster thinking not
only of earning profits but also in contributing towards
the people in general.
 I personally chose this research article as I was
interested in the implications of unethical practices in
international organizations specially of countries like
USA which would not have significant impacts on their
international market sales and hence on their profits but
it would have a considerable impact on its brand image
 in the domestic market and hence can tarnish its
reputation.

SIMRAN PREET SINGH JAWA 191156

7. ETHICS AND INTERNATIONAL

MARKETING

SCOPE:
This article discusses how ethics evolved and progressed in
international marketing towards the current "ethics era" as
well as the role of ethical approach to marketing on the
global marketplace. It also speaks through international
marketing about customer satisfaction.
An organization's stakeholders could observe ethical issues.
The moral problems occur when the organisation does not
recognize, anticipate and meet the requirement of the client.
This is mostly due to the absence of standardized
philosophical argument, i.e. what is ' good' or' ethical' and
whether these two words have comparable significance.
Placing consumer and social welfare before self-interest is a
major challenge experienced by distinct businesses, and this
is why an organisation has been compared with the two
distinct ethical methods that are utilitarian and
deontological.
A business should concentrate more on meeting the
common objectives instead of concentrating more on self-
interest, and should be component of the decision-making
process. This is now to be followed for both domestic and
international business owners, as domestic, geographical and
political categories are not the objective foundation for
maintaining an ethical value. Whether pleasure or pain, if it is
deemed universal, it will be of higher importance. The
marketing concept will therefore relate to the idea of "first
place the client."
Ethical relativism has been described here as action in one
community may be correct, but in another it may be morally
incorrect. It simplifies the absence of universal moral
standards that could, all the time, be applied to all people. It
is because, under the ethical norms of distinct nations, there
is so much variety in culture and procedures that
interpretations for universal ethical morality could not be
produced. Therefore, if such ethical relativism is performed
in global advertising, no moral conflicts could be created.
Here there was a debate about customer satisfaction and the
focus was more on "sale." It tried to convince people that
ethics doesn't matter in advertising. It suggests what
consumers want may not necessarily be good for those if
such required customers are achieved, but will definitely
suffer in the long run. They found that the "Caveat Emptor"
notion has become a challenge for corporate organisations.
This may improve customer understanding, but it has a major
effect on marketing choices.
Because of increasing MNCs and globalization process, the
need to create global marketing operations is generated. Big
and strong MNCs have negotiating authority and they
contribute too many developing economies ' GDP as well.
MNCs are expanding to the emerging global market by
1. Looking for untapped potential for market growth
2. Create fresh sections of the market and penetrate
current sections once
3. Extending obsolete products ' product life cycle
4. Presentation of fresh products
5. Acquisition and upgrade of current local products Thus,
MNCs give customers more option and satisfy current
and unfulfilled requirements and desires.
Through its characteristics, the domestic government faces
difficulties with the strength and control of MNCs. The
characteristics focused on by MNCs apart from the marketing
mix are:-
a. In altering social structures
b. Shaping political power
c. Transfer of knowledge
d. Determining structures for economic development.

8. ETHICS AND VALUE CREATION IN

BUSINESS RESEARCH: COMPARING TWO
APPROACHES

Value development has become very complicated in today's

situation. The present company problem is the role of
business ethics, which also implies company needs to
operate with business integrity. The reasons for the increase
in company ethical concerns are as follows-
1. More transparent and open access to and use of data
worldwide Because of the growing use of internet and
technology, any data goes at a rapid rate from one
source to the other, which creates company problems as
their data can be accessed rapidly by other companies.
2. Social and environmental issues, rise in child labour,
environmental harm and the effect of investment in
third world countries are increasing examples of this
problem.
 3. Market globalization creates a fresh connection
between supply and demand Environmental and other
ethical problems have a major impact on the
manufacturing market.
4. Ethical issues are more directly related to company
problems than before Consumers and company people
are more cautious when making the products and
services choice. Because of their role in business, the
civil movement group and the NGO can often harm the
company's picture.
Economic scandals and corruption Business-related scandals
and corruption affect the company's picture and reputation
and even the public's credibility. The five principle categories
of INT are as follows

a. Relationship
b. Network
c. Perspective
d. Contingency
e. Miscellaneous

The three distinct perspectives relating to the building of

value creation are as follows:
a. Customer Value Production through Products and
Services
b. Customer Value Creation through Customer Equity
c. Joint Customer Value Creation in Networks Stakeholder
Approach to Value and Value Creation Stakeholders are
deemed to be of great significance to the business
organization the organisation is added value.
The four main aspects that enable ethical duty to be studied
are:

a. ethical network identity

b. ethical role
c. ethical issue
d. ethical environment
The value is developed through relationships with providers,
secondary distributors, customers and the company itself, as
well as with the other service providers on the market.
It is also of paramount significance to obtain a certain market
position. Also to be taken into account are the other
variables such as investment, business network operation
building. Therefore, in any organisation, creating value in the
company and operating according to the formation of the
ethical picture should go hand in hand.

REASONS FOR SELECTING ARTICLES:

SIMRAN PREET SINGH JAWA 191156

 The reason behind choosing the article “Ethics and value

creation in business research is: Comparing two
approaches” is the importance of value creation and
business ethics in the organization. It made gave me the
understanding about the ways business should operate
keeping in mind its business limits.
 The reason behind choosing the article “Ethics and
International Marketing” is because of its robustness in
describing how MNCs had taken over the entire market
and how is it pressurizing the government market. The
article is full of ethics and values, customer satisfaction,
international marketing, and ethical relativism.