MKT 229 _ 8-1 Blog: Marketing _ CW

 

8/17/2020


MKT 229

8-1 Blog: Marketing

Caleb Wall


There is so much more to learn about Marketing than I initially anticipated! And a better understanding of Integrated Marketing Campaigns certainly adds another level. My advice, take the time to delve further into Integrated Marketing. But keep in mind more than just marketing. The American Marketing Association’s ethical standards are a must to become familiar with it. It has, unfortunately, been too common to come across unethical practices in marketing. These include misleading advertising, making false claims, or concealing negative aspects of the product that should be disclosed to the public. It needs to be a marketer’s intention to “do no harm”, “foster trust”, and “embrace ethical values” (AMA, 2019). 


The ethical values of the American Marketing Association are Honesty, Responsibility, Fairness, Respect, Transparency, and Citizenship. In my opinion, Honesty is one of the most important to observe. 

  • Strive to be truthful in all situations and at all times. 

  • Offer products of value that do what we claim in our communications. 

  • Stand behind our products if they fail to deliver their claimed benefits.

  • Honor our explicit and implicit commitments and promises (AMA, 2019)


Transparency, I think, goes along with Honesty, and so would be equally important. The two together build trust, and trust goes a very long way with consumers. “...Trust is the secret ingredient to sales and ultimately brand loyalty...when customers trust you, they are more likely to buy from you” (Shelby, 2018). 


It seems like it should be easy to follow these practices, but too many find themselves in situations where they feel that the truth may deter consumers from purchasing the marketed product. At that point, it becomes a little easier to justify crossing the line, and exaggerate aspects of your product, or distort facts. But that is a slippery slope, that once you start down, it is difficult to recover. 


Also, competition between brands is intense in many cases, which can lead one to resort to promoting negative statements about competitors and/or their products. This also can be difficult to recover from, as it rarely goes well for the individual or company that is bad-mouthing someone/something else. 


In both cases, it is important to establish a code of ethics within your own life, and not just in your marketing career. If you personally establish ethical lines that you will not cross in your everyday life, then it becomes natural to implement that into marketing.



REFERENCES:

American Marketing Association. (2019, October 24). Codes of Conduct | AMA Statement of Ethics. https://www.ama.org/codes-of-conduct/


Shelby. (2018, July 6). Why Building Trust is Important and How Marketing Can Help Brand Loyalty. Meyer Computer. https://www.meyercomputer.com/why-building-trust-is-important-and-how-marketing-can-help-brand-loyalty/#:~:text=Why%20Building%20Trust%20Is%20Important%20And%20How%20Marketing%20Can%20Help%20Brand%20Loyalty,-by%20Shelby%20%7C%20Jul&text=Never%20before%20has%20the%20average,power%20that%20they%20do%20now.&text=trust%20is%20the%20secret%20ingredient,likely%20to%20buy%20from%20you.

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