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A 20 page paper. Some people would argue that "ethical marketing" is an oxymoron. Still, there are marketers who have tried to use ethical standards within their marketing efforts. This paper takes an historical look at ethics in marketing since the 1960s. Numerous issues are discussed, such as the predominant philosophies guiding the last forty-plus years, the fact that marketing typically follows a utilitarian perspective (which is explained) and perhaps there is a need to use another perspective. Examples are included. Bibliography lists 12 sources.
Page Count:
20 pages (~225 words per page)
File: MM12_PGethmkt.rtf
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predominant philosophies guiding the last forty-plus years, the fact that marketing typically follows a utilitarian perspective (which is explained) and perhaps there is a need to use another perspective. Examples
are included. Bibliography lists 12 sources. PGethmkt.rtf EVOLUTION OF MARKETING ETHICS FROM 1960 - 2001 , November, 2001 for more information on
using this paper properly! Introduction "Marketing is one of the most visible components of a free economy. There is little one can do to escape the influences of Marketing.
It is pervasive. Marketing is the manufacture, distribution, and sale of goods and services to final consumers" (Gerlich, 2001). Marketers determine the target consumer base when developing marketing plans.
They conduct research to understand this target market and what they will and will not respond to. The purpose of marketing is to make a profit for the company (Gerlich,
2001). Advertising is a part of marketing. Jean Kilbourne said: "Advertising is one of the most powerful, socializing forces in the culture. Ads sell more than products. They sell images,
values, goals, concepts of who we are and who we should be--they shape our attitudes and our attitudes shape our behavior" (Nucifora, 2000, p. 40). Nucifora believes that the best
evidence of Kilbournes premise is Nikes extreme success with $120 footwear to fill the basic functional need of sneakers (2000). One has a difficult time even finding plain old sneakers
because the shoe market is overflowing with designer "athletic-type" shoes at exorbitant prices. Youngsters absolutely must have these expensive shoes or they wont "fit in" with the school crowd. Nucifora
provides other examples of the kind of advertising that entices the population into making purchases that not even good for them such as: liquor, tobacco products, sugar-laden cereals that provide
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