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Essay / Research Paper Abstract
This 10-page paper discusses marketing ethics and marketing theories, particularly the contingency theory, which helps marketers analyze the complex and ever-changing conditions of the marketplace. It also defines needs and wants, and briefly discusses public policy in regard to consumerism. Bibliography lists 8 sources.
Page Count:
10 pages (~225 words per page)
File: D0_HVMarket.rtf
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Unformatted sample text from the term paper:
all-time high, thats not a silly question. Neither is this: what responsibility, if any, do marketing professionals bear with regard to consumer spending? Is it fair for
them to bring all their persuasive techniques to bear (slick TV commercials, persuasive print ads and so on) on people who should not be spending their money on nonessentials?
And what theories might we use to examine the marketing field in general? This paper will consider marketing ethics and theories, differentiate between wants and needs, and discuss consumerism
and public policy relating thereto. Marketing Ethics and Marketing Ethics Theories The easiest way to approach marketing ethics and why it is important is to consider the axiom, "The
customer is always right." Another way to put this is "Give the customer what he wants" (Kotler, 2004). The problem is that following this maxim to the letter
forces marketers to accept the "implied corollary," which is that refrain from judging the customers requests (Kotler, 2004). This results in a dilemma: what do ethical marketers do
when the customer wants something that isnt good for him; or isnt good for society? (Kotler, 2004). Examples of products that are bad for individuals include cigarettes and hard liquor,
both of which are legal and sold in large quantities (Kotler, 2004). (Illegal drugs are also in this category but as theyre not for sale through normal channels we
wont consider them in this discussion, though they are in fact harmful to the individuals who use them and present a risk to society as well, if the user commits
crimes to get the money to buy them.) Products that fall into the second category - that may not be in the best interest of the public - include
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