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The Impact of Ethics on Marketing International Journal of Scientific Engineering and Applied Science (IJSEAS) – Volume-2, Issue-3, March 2016 ISSN: 2395-3470 www.ijseas.com The Impact of Ethics on Marketing 1 2 3 P AminatP Olaitan OYEBODE, (MRS),P P Funso Agbeyangi ABDUSSALAM,P P James Aransiola ISHOLA (DR) 1Department of Marketing, Institute of Finance and Management Studies,Kwara State Polytechnic, Ilorin Abstract explained in this study using explanatory approach. The study concludes by The issue of ethics has been a long standing establishing a co habitual relationship one in marketing and efforts to treat it were between the concept of ethics and dressed over but the fact that it has been marketing such that it depends on the attempted in the past is there for all approach of the perception. The established readers to see. Aristotle was at the relationship is that of a fluctuating forefront of marketing ethics and as of oscillation with no constant direction as recent Williams also write on the issue. The time, fashion, spiritual, civilization and study seeks to examine the connection culture play important roles on the study. between ethics and marketing. It shall also address the issue of ethics in marketing to Key words: Ethics, Marketing, Marketing see if there is relationship between the two Management concepts. The objective of the paper is to Introduction evolve an outlook of interface between ethics and marketing such that it is possible The pervasiveness of complains on to pin point direction to which the two are corporate sex workers employed by banks, aheading. This shall provide a platform insurance institutions, health worker facility such that if one concept is taken the providers and other give room for concern. expectation on the other can become One tends to examine is marketing predictive. This is an epistemology paper associated with any ethics standard or it is using descriptive method. The study is just a field without professional ethos. employing qualitative and quantitative This study intends to examine the approach such that no hypothesis shall be relationship that exists between ethics and formulated. However, the paper shall use marketing. It shall look at the past incidence past literature to form the fulcrum of to trace the relationship associated with the assertion such that other work shall be two concepts. Past literatures in marketing 1 International Journal of Scientific Engineering and Applied Science (IJSEAS) – Volume-2, Issue-3, March 2016 ISSN: 2395-3470 www.ijseas.com seem not to have appreciated the import of The research methodology is combination of the relationship between the two concepts qualitative and quantitative approach. The safe for such works from Aristotle ( ), desk research method is employed. The Williams (2006) and Williams and Murphy researcher relied on past literature to serve (2015). as the spring board of launching this research study. The study shall examine the relationship that exists between the concepts of ethics and This study is divided into three sections with marketing such that how it relates to the section one consist of introduction marketing management can be evolved. It whereby background to the study, problem shall also examine the imperative of ethical of the study, objective of the study and issues on marketing. From this position, the research methodology were examined. The following questions were raised and efforts section two looks at literature review with were made to proffer solution to them in the concept, theoretical and empirical course of this study. Is ethics of any framework in that other. Section three relationship to marketing? Can marketing considers summary of the study, conclusion possible with good ethical practice? What and recommendation. will be the benefit of ethical issue to marketing management? The objective of this study is to look at the Literature Review issues of ethics as it pertaining to marketing. This study reviews literature as to find It shall also relate ethics and marketing meaning to the concepts under study most management in the contest of planning especially, marketing, marketing marketing programmes. The impacts of management and ethics. Various perceptions Corporate sex worker and marketing is of of differing authors were employed for this interest to this write up. Thus, the overall and the researcher takes a position from objective is to provide the basis of assessing aggregation to give a working definition for the desirability or otherwise of unethical this study. The theoretical framework this issues relating to marketing in the practice work is hinged upon is that of Williams nowadays. Ethics or ethical issues as related (2015) ethical theories of marketing which to marketing need to be focused much better in itself is hinged upon Aristotle theory of than it was done previously. This issue as to marketing ethics. Other empirical evidences do with professionalization of the profession from various writers were examined and of marketing and it is one of key method of used to form the discourse upon which this shifting the chaff from the wheat. study take its position on the impact of Marketing professional body emphasizing ethics on marketing management. fair practice and good working ethics shall have sympathy of the populace rather than Conceptual Framework fighting of the intruders from other position. 113 International Journal of Scientific Engineering and Applied Science (IJSEAS) – Volume-2, Issue-3, March 2016 ISSN: 2395-3470 www.ijseas.com The18T relationship between the marketing ethics further and see how it affects this academy through the conduct of marketing study. scientific research and marketing practice has been at the centre of a series of debates Ethics, or moral philosophy, is the branch throughout the 1980s and carried on into the of philoso35TU phy U35T that involves systematizing, early 1990s. The main outcome of these defending, and recommending concepts of right and wrong conduct35TU (U35T Internet43T debates has been a heightened attention to academic and practitioner orientations to Encyclopedia of Philosophy).43TP P The term marketing research, while conspicuously ethics derives from the 35TUAncient Greek U35T word ἠ leaving unexplored how both academics and θικός ethikos, which is derived from the practitioners theorize upon their word ἦθος ethos35TU U35T (habit35TU ,U35T “custom”). The observations as well as deal with, evaluate branch of philosophy axiology35TU U35T comprises and use marketing theory. An extended the sub-branches of Ethics and aesthetics35TU ,U35T example illustrates the divergent orientations each concerned with concepts of value to the development and use of marketing (Random House Dictionary). The three theory by academics andpractitioners major areas of study within ethics are: (Cornellison, 2015). This is so tol the theories of marketing and even got worsen if 1. MetaU -ethics,U concerning the theoretical meaning and reference of attempt to evaluate ethics is examined. moral propositions, and how Ethics and marketing were not given their truthU values U (if any) can be attention as if not part of marketing so much determined so that grounds began to shift from these 2. NormativeU ethics,U concerning the important concepts. practical means of determining a moral course of action U U Appraisal18T of Ethics 3. Applied ethics, concerning what a person is obligated (or permitted) to Ethics18T from dictionary perspectives simply do in a specific situation or a 43T means a18T system of moral principles and can particular domain of action (Internet equally be interpreted as the rules of conduct Encyclopedia of Philosophy) recognized in respect to a particular class of The ethical issue raised here can be viewed from different perspectives human actions or a particular group, culture, but of interest tol this writeup is etc.: medical ethics; Christian ethics; ethics as it affects marketing. marketing ethics. It can go further to incorporate that branch of philosophy The43T major concern of this study is to look at dealing with values relating to human ethics as it affects marketing function and conduct, with respect to the rightness and provide ground of theorirising on the subject wrongness of certain actions and to the matter such that effect and direction of relationship between marketing and ethics goodness and badness of the motives and can be discussed. ends of such actions. Thus, the need to investigate the philosophical perspectives on 114 International Journal of Scientific Engineering and Applied Science (IJSEAS) – Volume-2, Issue-3, March 2016 ISSN: 2395-3470 www.ijseas.com Review18T of Marketing The18T moral theory of virtue ethics holds much promise for guiding the behavior of Marketing0T is a form of communication marketers. Although the origins of this between you and your customers with the theory can be traced back to Aristotle, it has goal of selling your product or service to not received as much emphasis as the them. Communicating the value of your teleological and deontological theories product or service is a key aspect of within marketing. In the ethics of virtue, marketing. traits such as compassion, fairness, loyalty, and openness shape a person's and an Marketing is about communicating35TU U35T the organization's vision. Several marketing value of a product, service or brand situations confronted by Johnson & Johnson to customers35TU U35T or consumers for the purpose are used to illustrate the theory of virtue of promoting or selling that product, service, (Williams and Murphy, 2015) or brand. The oldest – and perhaps simplest and most natural form of marketing – is Almost18T all the theoretical efforts in the area 'word of mouth' (WOM) marketing, in of marketing ethics have been normative, which consumers convey their experiences not positive. That is, almost all theoretical of a product, service or brand in their day- works have focused on developing to-day communications with others. These guidelines or rules to assist marketers in communications can of course be either their efforts to behave in an ethical fashion.
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