Essays on Ethics Relevant to the Practice of Marketing Assignment

Download full paperFile format: .doc, available for editing

The paper "Ethics Relevant to the Practice of Marketing" is a wonderful example of a Marketing Assignment. Millions of consumers use the Internet every day to conduct research on goods and services, communicate with their friends and family, discuss their hobbies and passions, and to be entertained. Using a product or brand of your choice, discuss the positive and negative implications of social media on an organization’ s marketing strategy. For brands that deal directly with the end-users of a product or service, social media presence is highly effective in increasing brand presence, assessing consumer perception of a brand and maintaining a close relationship with the consumers (Evans, 2010; Percy, 2012). In awareness of this reality, Microsoft has used social media widely to market its new operating system- Windows 8.

Windows fan page on Facebook currently has 14.6 million “ likes” which is basically people who have approved of the brand and regularly receive updates from the page and their “ timeline” shows they “ liked” the brand thereby influencing their Facebook friends to like the page too (MicrosoftWindows8-Facebook, 2013). Positive impact Increasing brand visibility Windows fun page currently has 14.6 million “ likes” .

This means that this large number of people have approved of the brand and the products associated with the brand. According to Evans (2010), this increases brand visibility and approval in the market which is likely to buy windows merchandise such as Smartphones with windows operating systems, tablets and laptops and the software. Ability to run Advertisements and promotions Through the platform provided by twitter and Facebook, Microsoft has been able to introduce and promote several apps meant for its newest brand-windows 8. Once the fans learn of the new apps they are excited and get into the conversation through comments, likes and sharing.

This gets the message across very quickly than it have taken had windows relied only on traditional media. Windows also conduct promotions through Facebook and twitter to award some gifts such as free software licenses and windows products such as a surface pro tablet to loyal social media fans. Through twitter, Microsoft has been repeatedly urging its followers to upgrade into Windows 8.1 which is basically an upgrade of the newly released Windows 8 (Windows on twitter, 2013). A platform to get consumers perceptions regarding a product or company Upon the release of the Windows 8 operating system, many loyal customers and users of windows software voiced a lot of dissatisfaction with the extensive changes introduced by the new operating system.

Microsoft has responded to the negative tweets and comments by promising users it will release a new upgrade that will factor in consumers' suggestions and true to that windows released windows blue that addressed some of the issues that the consumers voiced (Bishop, 2013). Negative impact The integration of social media into windows Integrated Marketing Communication has however had some negative implications too.

According to Bishop’ s (2013) article, the most obvious of these is the sustained campaign by windows users against the new operating system which they viewed as largely complicated and expensive to use due to the many applications and regular updates required, the campaign largely carried out through tweets and comments disapproving of the new operating system has had the effect of pulling more users into discussing the weaknesses of the new operating system and even curious social media users.

this has been perhaps one of the major causes of the poor performance by Windows 8 as compared to its predecessors, windows have tried to reduce the damage by responding to the comments with promises to improve the product and also by helping users navigate through the new system easily (Wingfield, 2013).


Borg, E. A. (2009). The marketing of innovations in high-technology companies: a network approach. European Journal of Marketing , 43 (3/4), 364-370.

Borgerson, J., & Schroeder, J. (2002). Ethical issues of global marketing: avoiding bad faith in visual representation. European Journal of Marketing , 36 (5/6), 570-594.

Bishop, B. (2013) Microsoft responds to Windows 8 criticism, defends upcoming changes as 'a good thing'. The Verge. [online] 10 May. Available from: HYPERLINK "" . [Accessed: 21 October 2013]

Brubaker, S. (2007). Ethics and regulation in direct marketing. Direct Marketing: An International Journal , 1 (1), 55-58.

Evans, D. (2010). Social media marketing: The next generation of business engagement. John Wiley and sons.

Fifield, P. (2012). Marketing Strategy (3 ed.). Routledge.

Gregory, M. (1993) Battle of the Airlines: How the dirty tricks campaign was run. The Indipendent. [online]. 12th January. Available from: HYPERLINK "" . [Accessed: 21st October 2013].

MicrosoftWindows8-facebook. (2013). Microsoft windows 8 facebook profile. Retrieved October 21, 2013, from Facebook:

Nantel, J., & Weeks, W. A. (1996). Marketing ethics: is there more to it than the utilitarian approach? European Journal of Marketing, , 30 (5), 9-19.

News. (2013). Top cosmetics brands 'lying to customers about animal testing'. [online] 6th May. Available from: HYPERLINK "" . [Accessed: 21 October 2013]

Percy, L. (2012). Strategic Integrated Marketing Communications. Routledge.

Windows on twitter. (2013). Windows (Windows) on Twitter. Retrieved October 21, 2013, from Twitter user profile (windows):

The Telegraph (2013) Red Bull criticised for 'tasteless' Titanic advert. [online] 13th September. Available from: [Accessed: 21 October 2013]

Wingfield, N. (2013) Solid Sales, and Criticism, for Latest Version of Windows. The New York Times. [online] 7th May. Available from: [Accessed: 21 October 2013]

Download full paperFile format: .doc, available for editing
Contact Us