ETHICAL EVALUATION OF MARKETING ACTIONS ACCORDING TO THE CONSUMERS
Journal Title: Problems of Management in the 21st Century - Year 2013, Vol 8, Issue 12
Abstract
Ethics is one of signifcant and at the same time indispensable aspects of operations by contemporary organisations. It should constitute the benchmark for the direction of actions both inside the organisation and within its external relations. The evaluation of marketing actions, addressed frst of all to consumers, should facilitate the resolution of decision-related problems as well as prevent their arising. The research was aimed at recognising the respondents’ opinion on the contemporary marketing practice towards the customer. Based on the applied dependency method and primary data the respondents’ opinion on the contemporary practice of marketing towards the customer is presented in the article. The research results confrm the thesis that the ethical behaviour is benefcial for companies since the consumers choose products offered by the companies being in compliance with the principles of ethics and values recognized by the purchaser. One should remember that the ethical behaviour does not simply consist in avoidance of evil acts. The marketing specialist following the ethical code of conduct recognises that the position held by him/ her in the society also signifes certain commitments.
Authors and Affiliations
Joanna Łodziana-Grabowska
Keywords
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