The paper “ Unethical Behavior in the Marketing - Deceptive Practices, High Prices, High-Pressure Selling, Poor Quality or Unsafe Products, Poor Services" is an intriguing variant of a term paper on marketing. The marketing system has been prepared to offer benefits to organizations, society. Its basic business function always closely relates to the public. A marketing system should recognize, provide, and satisfy the needs of its consumers and help them to improve the quality of life. This close relationship demands for moral values in practicing the different functions of a business. However, some marketers have taken several actions that are not in the benefits of society.
This is where they have been criticized for their actions. Marketers must be aware of the ethical and social values demanded in the functions of marketing. Marketing ethics & social responsibilities include ethics in marketing as the means to apply values of equality, ethical demands, behavior, and practices of the marketing decision-making processes in the organization. Gradually, many companies are reacting to the need to offer policies and guidelines to help the marketing managers to deal with the requirement of marketing ethics. Marketing ethics are defined as “ Moral principles that define right and wrong behavior in marketing (Ferrel, 2001)” .
Many laws and regulations of ethical values have been issued to match the standard of society. At the very least, marketers are expected to follow these laws and regulations. On the other hand, social responsibility means “ an obligation of the organization to maximize its positive impact and to minimize its negative impact on society” . (Ferrel, 2001)Ethical behavior in the marketing is so important, that it will lead to developing customer positive attitude towards the organization, its products, and its services.
If any organization is not applying any kind of ethical code of conduct, it will not only lead them to less competent to satisfy its customers. As a result, many of the marketing organizations are very responsive to follow the code of conduct to meet the needs and wants of the customer and to protect their own long-term interests. However, the question of the ethics arises in the distribution of the products in the market. Salesperson pressurizes the vendor to buy more products more than they need.
Applying pressure on the vendors, cause them to reduce the display space for a competitor, which is unethical. Criticism of Marketing: As marketing is the business function that is closely related to the society, so everything in it directly influences society. Marketing has been criticized by society for some social and individual reasons. By considering these criticisms, managers can respond well in a positive way. These criticisms are the following: 1. Primary criticism2. General criticismThese primary criticisms are on the basis of the impact of marketing functions on individual consumers.
It includes: (Michele 2006)Deceptive practicesHigh PricesHigh-pressure sellingPoor quality or unsafe productsPlanned obsolescencePoor services to consumersDeceptive practices: -Deceptive practices can be in the form of falsification, errors and misleading practices. Marketing practices can be deceptive when a customer is considering that they will get more value from a product and service than they in reality receiving. As consumers are aware of a great number of information about the organization and its products, so they are unconvinced and doubtful of advertising and they try to protect themselves from its deception.
As a result, they search for alternatives.