A Study On Issues Of Marketing Ethics

This thesis, first of all, demonstrates that enterprise attaches great importance to necessity and significance of marketing ethics under the market economy condition, then, subsequently focus on issues as ethical evaluation standard for corporate marketing decision-making, morality factors' effects in each links of marketing decision-making and decision-making pattern in ethical orientation. Based on analyzed internal and external factors influencing corporate marketing ethical decision-making, put forward approaches and measures for strengthening corporate marketing ethics construction. The whole thesis, besides introduction, includes five chapters.Chapter One: It demonstrates that corporate pay more attention to necessity and significance of marketing ethics under market economy conditions with facts proving that immoral marketing behavior will affect the interests of their own ultimately, furthermore, moral advantage is the new source of competitive advantage for enterprise, globally management transformation proceeded from recognition of the power of morality. Chinese enterprises and entrepreneurs must temporize and strengthen marketing ethics construction.Chapter Two: Ethical evaluation theory and application view on marketing ethics. Chinese excellent traditional business ethics is an integral part for marketing ethics. Ethics evaluation theories from western moral philosophy are mainly categorized into teleology and deontology, and evaluation theories for marketing ethics are The Prima Facie Duty , The Principle of Proportionality and The Social Justice Framework. These theories have their advantages and weakness each that embodied in case study. Put forward the author's view of point for application of these theories: Entrepreneurs shall grasp social ethics evaluation standard that taking dominant position, act according to tidal current, continuously adjust and update concept and acclimatize yourself to social demand of development.Chapter Three: Analysis of marketing decision-making procedure. Marketing ethics actually is marketing decision-making ethics, to changedisfigurement that traditional decision-making theory neglects ethic analyses, bring morality factor into marketing decision-making. Moreover, morality extreme of enterprise's executive administrators has decisive influence over morality character of marketing decision-making. Ethical-oriented Two-stage Decision-making Pattern institutionalizes ethical consideration into decision-making procedure.Chapter Four: Analysis of internal and external factors influencing enterprise's marketing ethics. External influential factors mainly contain market situation, governments and laws, social culture environment, social ethics level, consumer power and tensional organization and so on; internal factors mainly include morality extreme of enterprise executive administrators, enterprise culture, ethical code, employee's diathesis and opportunity etc. Out of this, morality extreme of enterprise executive administrators has decisive influence over marketing decision-making for enterprise.Chapter Five: Expand enterprise approaches for marketing ethics construction. Taking western experience as reference, put forward approaches and measures on external and internal environment to improve enterprise-marketing ethics. External environment construction refers to strengthening legal system construction, improving government behavior, promoting consumer's diathesis, and exerting the role of tensional organization, sparing no efforts to strengthen propagandistic education, and cultivating marketing ethics concept in the whole society, encouraging marketing ethics research to upgrade theoretical level; internal environment construction mainly includes cultivating ethical oriented corporate leading core, continuously conducting innovation of marketing ethics. Set up a moral commission and a director in organization and draw up code and policy of ethics in security of ethics construction. Human resource management shall adhere to the person employing principle...