Ethics in Marketing (Essay Sample)

Can marketing influence consumers’ decisions? If so, is marketing ethical?
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Can marketing influence consumers’ decisions? If so, is marketing ethical?
The concept of marketing has attracted many definitions, making it difficult to have a common understanding of what the terminology entails (Kotler and Armstrong, 2015). However, by examining the various definitions, marketing can be conceptualized as a management function that aims at reaching to customers to identify their needs and wants with a view of developing or providing products and services that meet those needs and wants at a profit (Honeycutt, Ford, and Simintiras, 2003).
Kotler and Armstrong (2015) argue that, promotion, which is part of the marketing activities, aims at informing, persuading, and reminding customers about the products that would satisfy their needs and wants. The role of marketing is not limited to identifying and providing the right products at the right time, but also includes persuading customers to buy (Honeycutt, Ford, and Simintiras, 2003). According to Honeycutt, Ford, and Simintiras (2003), persuasion is a mind control game, and marketers employ persuasive tactics to woo customers to their stores.
In considering whether marketing is ethical or not, it can be argued that such a question can partially be understood from the customer’s perspective. For example, if a customer is persuaded to purchase a product, which they are pleased with, then marketing can be credited with helping the customer in getting the right product to satisfy his or her need (Kotler and Armstrong, 2015). On the other hand, if marketing efforts are geared towards increasing company profits and customers finds they were persuaded to buy products they do not need, marketing can be considered as an unethical. For example, it is argued that a good salesperson can sell ice to an Eskimo (Honeycutt, Ford, and Simintiras, 2003). Such an approach would be unethical for any contemporary marketing approach as it tries to persuade a customer to buy something they do not require. Sadly, most salespersons might try the trick to achieve their sales targets.
In conclusion, marketing aims at me...