The paper "Ethical Challenges in Global Marketing" is a perfect example of a marketing case study. As economies open up and embrace the concept of doing business at the global level, challenges present themselves at the same rate that opportunities present themselves for businesses. One such challenge is staying within the limits of ethical conduct while conducting marketing activities in the different global market. What is acceptable in one market is clearly not acceptable in another market. How can this reality be established and how can businesses be creative and informative in their marketing activities while also being ethical.
Some of the challenges connected with ethical issues in marketing include such matters as marketing in Christian and Islamic markets which need different approaches especially when it comes to advertising329. It is also important to understand how different communities perceive communication in advertisements. How products are marketed and what is actually delivered need to be same if at all the marketing efforts are to be considered ethical. Customer satisfaction in terms of responding to queries and complaints is also an important part of ethical marketing at a global level.
These issues and obviously more that present themselves in the five reviewed papers, may present a great challenge to a business already operating at the global level or targeting to do business at the global level. Ethics are viewed differently in different communities because they are always connected to national or community cultures in particular markets. It is vital to understand this reality to ensure ethical conduct is upheld even as businesses strive to excel in the international markets. In light of these, the purpose of this paper is to review the relevance of the findings and analyses in the following papers covering ethics in marketing: Ethical issues in the research papers There are several ethical issues that are the subject of study in the five reviewed articles.
Ethics are defined differently depending on the context in which the marketing activities are being conducted. There emerges to be a conflict of national cultures especially between western cultures predominantly composed of Christian majority and nations with predominantly Islamic populations. Ethics are defined narrowly on the realm of what religion and practices endorse.
One marketing strategy, especially in advertising, cannot be used in another context. Marketing in itself is getting out of a businesses position to aggressively market a product in a market by introducing it and getting the customer interested in the product. This calls for creativity and unique imagery and sound to attract the attention of the consumer. It is at this point that marketers go wrong if they don’ t understand what culture and norms dictate in a particular society contends Borgerson & Schroeder (2002). Direct marketing has also been critically analysed in light of the growing debate on ethical marketing.
Direct marketing has been brought out as an invasion of the private space of consumers. In fact, many view it as a nuisance and it could actually work to cause consumer indifference to the product being marketed through this means. One limitation with these research papers on ethical marketing is that ethics is almost entirely related to the culture and norms of a society. The papers have narrowly covered ethics in the context of what is right and what is wrong without asking the question: where is it wrong and where is it right since different things have deferring meaning in different societies?
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