MARKETING ETHICS

For a marketer to effectively carry out his social responsibilities and develop the business environment, he is to adhere to certain moral issues in business decision making which are termed marketing ethics.

The dangers inherent in the neglect of social responsibility by individuals and organizations led to the issue of business ethics. Managerial ethics are various systems of values and views in a society about what is right or wrong. These are reflected in the values systems of individual businessmen and business practice.

According to Belch and Belch (2004) while many laws and regulations determine what advertisers can and cannot do, not every issue is covered by a rule. Marketers must often make decisions regarding appropriate and responsible actions on the basis of ethical considerations rather than on what is legal or within industry guidelines. Berkowitz et al (1997) define ethics as moral principles and values that govern the actions and decisions of an individual or group.

A particular marketing action may be within the law and still not be ethical. In Nigeria, the tobacco industry presents a dilemma. While government encourages the tobacco industry by providing a conducive farming, production and business environment, it also laments the annual death of 300,000. According to Professor Lambo, former Minister of Health, no fewer than five million people die yearly globally while 300,000 people die annually in Nigeria of tobacco related illness such as cancer, tuberculosis, heart failure and kidney failure, among others.

Therefore, while it is legal to produce and market tobacco in Nigeria it is highly unethical.

Social and Ethical Responsibility of Marketers

Marketers are socially and ethically responsible when they carry out ethical marketing activities.

1. They consider product safety and dependability in product planning and development.
2. They determine what product features consumers want.
3. The write clear and straightforward warranty statements.
4. They establish efficient distribution system that provides buyers with products, parts, and after-sales services when and where they are needed.
5. They develop promotion mix that satisfies customers’ information needs.
6. They provide products at prices that customers can afford and at reasonable profits.
7. They are able to predict the long-run effects of their marketing decisions.
8. They allocate products judiciously to customers during period of scarcity.
9. They protect the health, safety and well being of the society.
10. They identify with social and economic needs of the society within which they operate through donations, sponsorship, scholarship and other note-worthy gestures.
11. They act in ways that maximize the use of natural resources by minimizing environmental degradation by encouraging the replenishment of natural resources and recycling waste to add value.