Methodological Constructions of Analysis of Marketing Ethics

Abstract

The proposed article substantiates the feasibility of using the term «marketing ethics» to denote the content of the behavior of the subject in terms of morality and decency in relations with key partners of the company. The main functional areas of application of marketing ethics in the context of elements of the marketing complex and relationships with key counterparties with which the company interacts in the market. On the example of a typical model of the marketing complex (4 "P"), typical ethical issues that may arise in the company's activities are considered. It is determined that approaches to the study of marketing ethics are often limited to a special interpretation of the categories of "ethical" or "socio-ethical" marketing. It is argued that it is more appropriate to consider the moral contexts of specific marketing decisions, rather than clarifying the content of marketing management concepts. Adherence to the principles of marketing ethics is becoming crucial today. Marketing ethics act as long-term methods of branding, sundress marketing and trust building, allowing you to optimize the presence of a product or service, potential customers, sales and conversions. Marketing ethics is built around ethical marketing principles and standards that demonstrate acceptable marketing behavior. It is worth noting that unethical marketing can potentially succeed in the short term, but in the long run it is not a very good strategy. Over time, customers will distrust your brand as a whole, and you will find it difficult to find brand supporters who are willing to spread awareness about your product or service through «sundress marketing». Using the provisions of the general theory of marketing ethics, Gant and Vitella modeled the mechanism of formation of ethical marketing decisions by an individual or organization. The model shows that the ethical judgments of the individual are a function of deontological evaluation of the individual and teleological evaluation. The relevance of adherence to ethical principles for companies that focus on the long term in order to build long-term, trusting relationships with key market participants is substantiated.