Ethics in marketing

Marketing is a total system of activities that includes a set of processes by which the needs and / or desires are identified existing in the market to satisfy them in the best possible way to promote the exchange of goods and / or services of value with customers in exchange for a profit or benefit to the company.


There are major ethical challenges that marketers must take as they are or should be accountable to its customers, suppliers, distributors, employees, employers and society in general. It is important that these employees have with their ethical behavior to be able to build trust in the marketing activities of the company and the people who implement them.

Marketers at certain times in their practice, may be prey to perform unethical acts

Avoid any of these practices.

1.-advertising false or wrong

Incorrect 2.-representation of goods, services and capabilities of the company

3.-gift items and entertainment

4.-making sales based on false expectations of productivity or service.

5.-data manipulation, nbecause use of information and statistics

6.-misleading product guarantees or services

7.-invasion of consumer privacy

8.-handling disloyal customers

9.-unfair comments and inaccurate statements about competitors

10.-oservicios unsafe products

11.-stereotyped portraits of women, minority groups and elderly people

12.-offer bribes to give sales managers for the sale of products

13.-receiving bribes from suppliers, distributors or others to benefit them directly or indirectly.

14.-Press employees or suppliers to get them unethical conduct





The marketer to plan, implement and control the various activities in an ethical manner, promotes a number of benefits, such as building trust, attracting good customers, suppliers, employees, distributors, protection against negative publicity and personal satisfaction.



Having a good personal ethics is necessary but not sufficient to make the right choice in the workplace. Probably marketers that have a good deal of personal ethics do not know how to apply their beliefs to complex marketing issues.

Nobody has yet discovered this universally accepted approach to address the ethics of marketing, but when it is contemplated or policies and guidelines to address the issues raised are developed, things get complicated



Senior management can not always tell employees what to do, but may provide general guidelines and directives to eliminate the major ethical lapses.

For example, managers can provide guidance to subordinates to disclose the risks inherent in certain products, or information relating to the function, value and use of the product. You can also make additional efforts to control bribery, sales techniques resorting to deception, pricing, sexual harassment and discrimination in their advertising.



Unless a company to develop and implement standards and policies to ensure proper ethical behavior, marketers always run the risk that some individuals make an unethical decision and cause serious problems for the company. Marketing managers must develop an ethically correct climate within the organization in which employees feel free enough to speak and oppose when they believe they are being asked to do something they consider unethical. If you destroy the open, you will be destroying the ability to create an ethically responsible company