HCBE Faculty Articles

Title

Marketing Ethics and the Marketing Mix: Managerial Issues

Document Type

Article

Date

9-1989

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

20

Issue

3

First Page

95

Last Page

100

Description

Marketing, more so than any other business discipline, has been criticized by people for hurting consumers, society as a whole, and other business firms. Deceptive prices, high advertising and distribution costs, high pressure selling and unsafe products are common complaints. This article reviews some of the issues involved. It deals with marketing ethics and its problems and then discusses the role of ethics in the marketing mix. The article calls for marketers to adhere to ethical standards of conduct or face the consequences.

Bemarking is al in die verlede daarvoor gekritiseer dat dit in 'n groter mate as die ander besigheidsdisiplines, gebruikers, die groter gemeenskap en ander besigheidsondernemings benadeel. Algemene klagtes wat ingebring word, is onetiese prysstrategiee, hoe advertensie- en verspreidingskoste, hoe-druk verkoopstegnieke en die verkoop van gevaarlike produkte. Hierdie artikel bied 'n oorsig van 'n aantal van die vraagstukke wat hierby betrokke is. Bemarkingsetiek, die probleme hieraan verbonde en die rol van etiek in die kombinasie van die vier bemarkmarkingsbeleidsinstrumente word bespreek. Die slotsom is dat bemarkingspratisyns etiese norme sal moet handhaaf of die gevolge sal moet dra.

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