Ethics in Marketing Term Paper Example | Topics and Well Written Essays - 1500 words

Ethics in Marketing - Term Paper Example The necessity for ethics in marketing research is; thus quite evident. This paper will examine the issue of ethics in marketing research noting the significance of ethics in all processes involving marketing research. Ethical behavior is a vital component in marketing research since marketing research directly controls the realization of strategic decision making in businesses. Businesses rely on information, which marketing researchers provide, to make day to day decisions, which affect business operations in one way or another. Consequence of the significance of marketing research, trade associations constantly establish guidelines to ensure ethical behavior by marketing researchers (Murphy, Gene, Norman and Bowie 79). The American Marketing Association (AMA) provides a number of ethical norms to guide the conduct of marketing research. These include the following: 1. Honesty; ensuring that marketing researchers remain forthright and faithful in all their contacts with stakeholders such as clients. 2. Responsible behavior, which entails accepting the implications of researchers’ marketing strategies and decisions. 3. ... 6. Citizenship, which aims at fulfilling the legal, economic, societal and philanthropic responsibilities, which serve stakeholders in strategic ways. Marketing researchers have immense responsibilities when it comes to different stakeholders such as research respondents, the public, clients and researchers. Ethical decisions encompass a number of characteristics that ensure that marketing researchers uphold. Firstly, ethical decisions provide for the realization of long term effects on business situations. In addition, although a majority of ethical decisions are sometimes rather doubtful, they encompass a variety of alternatives, which enhance the opportunity for ethical marketing research decisions (Murphy, Gene, Norman and Bowie 99). The points of view inherent in ethical decisions are essentially either negative or positive. Lastly, the results of ethical decisions, which include negative or positive outcomes, are relatively unpredictable and uncertain. For members of the public , ethical concerns deal primarily with the methods used by marketing researchers in obtaining and reporting research outcomes. The public sometimes depends on the outcomes of marketing research for information regarding products. If marketing researchers provide distorted information, the public stands to lose by purchasing faulty or wrong products. Therefore, it is the shared responsibility of researchers and the public to deter the incident of misguiding and incomplete reporting and biased research. Incomplete reporting occurs when either a client or researcher fails to reveal complete research results. This unethical behavior is likely to take place when marketing researchers conceal negative information, which customers would find undesirable. A misleading environment

Marketing report Research Paper Example | Topics and Well Written Essays - 1750 words

Marketing report - Research Paper Example The company sells its products to more than two hundred countries. According to Abdul et.al (2012, p. 7-9), Pepsi holds an approximately thirty six percent of the total U.S snack food market and approximately twenty five percent of the U.S beverage industry. Today, Pepsi Company is a great contributor to the American economy and has employed over 200,000 people in America and more than 300,000 people worldwide. Over the years, Pepsi Company has not only worn global awards for having the best brands worldwide and being among the best global corporations but also awards for green production and sustainable development (Kendra et. al, 2010, p. 1-2). Pepsi Company is not only known all over the world for its products and strong brands but also for being a low cost leader (Kendra et. al, 2010, p. 1-2). Pepsi Company has also made history with its strong advertising strategies. In the 1960s, the most known Pepsi slogan was ‘nickel nickel’. This Slogan largely helped the company penetrate further into new emerging markets of the world during the time. Such slogans and others such as ‘Be Sociable have a Pepsi’ and ‘Refreshing without filling’ that followed thereafter have helped the company establish the today’s brand image that is long-lasting (Kendra et. al, 2010, p.2). Pepsi’s frequent change of the advertising slogans over the centuries has helped the company adequately capitalize on the changing environments and stay relevant to its customer (Kahn et.al, 1998, p. 384-390). Nevertheless, Pepsi Company fails to have a bigger market presence as compared to other major rivals suc h as the Coca Cola Company (Biswas and Sen, 1999, p. 1701-1708). The company also faces a threat of competition from new emerging firms in the food industry. Despite these weaknesses and threats, Pepsi Company the potential of growing further in the emerging economies of the world. The birth of the