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(2006, 1500 words)
The paper examines the ethical aspects of marketing to children identifying marketing components that have an affect on children, the forms of marketing to children, the effects of advertising, the statistics of spending on children, etc. Recommendations are suggested to protect children from unethical marketing.
(2006, 2500 words)
The paper examines the ethical issues of advertising ‘Fair and Lovely’ skin cream by Hindustan Lever’s website (www.hll.com) discussing racist interpretations of the brand image, the westernization of the Indian cultures, Indian women discrimination based on their darker skin colours, etc. Marketing strategies are suggested to rectify the company’s negative image.
(2006, 5500 words)
The paper examines the phenomenon of brand terrorism providing a literature review on the definitions of brand, the theories of branding, advertising, consumer behaviour, etc. Examples of spoof logos are presented discussing the causes and consequences of brand terrorism, reviewing NikeĢs experience in dealing with it, and addressing the issues of crisis management and prevention of brand terrorism.
(2006, 1700 words)
Am I an ethical consumer? This paper examines the participants personal consumption of consumer goods over a series of two weeks and compares it the current business ethical theories. It highlights how we can be more ethical but more importantly the ramifications of continuing to consume in the way we are doing.
(2006, 10 000 words)
In Europe and the USA, the subject of advertising to children is one that causes much debate. The arguments against include that the promotion to children breeds consumerism and new generations of ‘must-have’ consumers. Many people believe that it has a negative effect on children’s health and well being. The school of thought in favour is based on the belief that children need to be encouraged to decode information they are exposed to (Jackson, 2003). Much of the debate about the role of children as consumers has centred on whether or not they should be protected from marketing and in particular television advertising (Furnham 2000). The ‘ethical’ argument suggests that children below eight years old are unable to decode advertising intent and are therefore vulnerable to improper manipulation by marketers. The alternative view, more generally accepted by the advertising industry is that is that advertising is only one of many influences on a child’s purchasing behaviour, and in fact helps to develop a critical sense of the culture the child finds itself in. Critics are calling for greater regulation of adverts on the basis that advertising appeals to our emotions not our intellect (Wilcox et al 2004) and while adults can make a rational distinction between the two, it is widely assumed that children cannot. Children have become of great interest to retailers in the last few years, not only as primary consumers, but as influencers of secondary consumption. McNeal (1992) suggested that children on average make 15 purchase requests in a typical shopping trip, and also estimated that between 40% and 80% of these were granted. For this reason, retailers have been keen to set up ‘conflict situations’ between children and parents in an attempt to influence a purchase decision. In context, retailers are giving children ‘pester power’. ‘Pester power’ can take on a number of forms depending on the age and sophistication of the child. Marketers aim to plant a seed of recognition within the mind of a child in the hope that the initial brand awareness will create a life-long relationship between the consumer and the brand (Klein 1999). Some research has concluded that children as young as six months can form mental images of corporate logos and brand loyalties can be established as early as age two. By the time a child starts school at age five, it is estimated that they can recognise over three hundred brand logos (Klein 1999). Although from a commercial perspective, marketing to children is a highly lucrative and profitable business activity, certain pressure groups argue that this manipulation of children at such a young and influential age is wrong. Many people disagree with targeting young children in order to create brand loyalty on the basis that the practice breeds consumerism and materialist attitudes in children, which themselves will last a lifetime. However, banning advertising to children is unlikely to be the best method for teaching children about the consumer society we live in, which allows conclusions to be drawn that suggest education, parental control and advertising industry considerations are the best methods to help children develop into savvy consumers of tomorrow. It is not necessary to ban all advertising to children, but younger children may not always be educated to a level where they can fully understand the notion of advertising. Parents of young children have an important role to play in protecting their children from invasive marketing and educating them about advertising and its persuasive intent. If a parent is unhappy at the levels of advertising their child is exposed to, then it is their responsibility as a parent to remove the child from that situation. In summary, advertising to children is neither exploitative nor harmful, where children’s development into sensible consumers is hindered is the lack of education and encouragement they receive from parents, schools and governments. A child needs to learn about advertising intent and the most effective way to do this is through education, not advertising restrictions. There is an argument for the limitation of advertising to younger children, as well as more consideration from retailers about conflict within families when children demand certain products, but research has shown that adverting is only one very small part of the catalyst that instigates a purchase from a child. It would be far more beneficial for today’s children, if they were taught how to decode advertising intent and then make their own informed choices about which products they want to purchase rather than banning advertising entirely.
(2005, 2000 words)
The paper addresses the ethical aspect of promoting fatty goods and sugary drinks to children through Public Relations (PR) providing a review of literature on the definitions of PR, the methods of ethical evaluation (teleological and deontological), unethical practices of advertising junk food for children, moral responsibility of organisations, etc.
(2006, 1400 words)
The increasing diversity of the socio-cultural and economic environment in which research is being conducted, implies that international marketing practitioners will need to develop the capability to conduct and co-ordinate research spanning a brand range of environmental contexts and research questions. In that vein the ethical issues associated also broadens. This paper looks at the ethical issues from three key vantage points: Client, Researcher and Respondents.
(2006, 2800 words)
This is a grounded theory study about unethical labour practices associated with global brands’ operations in developing countries. The research paper develops a substantive theory or at least a set of propositions explaining the wider contextual underpinnings of unethical labour practices deriving from the operations of global brand companies. The grounded theory method chosen to undertake the research necessitates theoretical sampling of global brand companies that can substantiate the phenomenon in question. Data are obtained using tertiary literature, and analysis is performed using the constant comparative method of grounded theory approach. The study methodology contributes in the development of grounded theory model of unethical labour practices associated with global brand companies in developing countries. Findings of the research paper refine understanding of the wider contextual issues surrounding abuse of labour often associated with the major global brand companies.
(2006, 4500 words)
The paper examines the effectiveness of shock advertising used by charities in the UK reviewing various advertising styles and forms of appeal, discussing the stages of the communicative process, the shock tactics used in adverts, their ethical aspect, the reactions of consumers to shock appeals, etc. Examples of ads used by the British Heart Foundation, the National Society for the Prevention of Cruelty to Children (NSPCC), etc. are discussed.
(2005, 3500 words)
The paper examines the concept of green marketing reviewing academic opinions on the issues of social responsibility, environmental sustainability, the basics of environmental performance, the causes of environmental concerns for businesses, etc. PEST and SWOT analysis of environmental marketing is conducted; consumer behaviour with respect to ‘green products is studied discussing respective market segments and strategies in targeting and positioning of environmentally friendly products.
(2006, 4000 words)
The paper examines the concept of marketing ethics providing a review of approaches to ethical responsibilities, business ethics, seductive advertising, the factors influencing ethical marketing practices, female marketers, Internet marketing, ethical interactivity, etc.
(2006, 5000 words)
This paper considers the issue of ethics in the context of international marketing. Presents contextualising ethical issues in marketing. Discusses utilitarian views and ethical relativism. Main emphasis is given to the analysis of the ethical approach in international marketing activities, with the reference to multinational companies.
(2004, 1500 words)
The paper discusses ethical and environmental concerns related to business practices reviewing the issues of the potential environmental damage, environmental legalization, etc. The preference in choosing products or services provided by an environmentally and ethically conscious company is discussed using the example of The Body Shop and commenting on the tarnished reputation of Nike.
(2004, 3800 words)
This report provides information on how important of the green marketing today, it also describes the potential and limitation of green marketing, analysis of green marketing mix, marketing environment, green SWOT analysis and buyer behaviours. The analysis of the evidence found to encourage the green buyer is also discussed.
(2003, 1500 words)
This is a literature review on marketing to children. It looks at why a high percentage of marketing target are on children. The findings on the review are derived from individual perspectives, textbooks, journals, and websites.
(2005, 4000 words)
The paper looks at the theory and practice of the marketing concept seeking to understand if marketing could be completely ethical. The dilemma between consumer satisfaction and consumer manipulation is discussed from philosophical, pragmatic and moral perspectives. The issues of hypocrisy, utilitarianism and justice in advertising practices are addressed. Corporate social responsibility (CSR) is suggested as a possible solution to the problem.
(2004, 12000 words)
The dissertation aims to reveal the ethical issues related to modern marketing. The literature review reveals the opinions of marketers about the influence of ethics on marketing over the last five decades. The reasons behind unethical marketing practices are analysed. The author proposes to use the model of Strategic Corporate Social Responsibility (SCSR) as a guide to apply ethics in business strategies. The methods of primary data collection (a questionnaire developed by the author), interpretation and secondary research (analysis of printed and online sources) are used in combination to identify the concept of Fair Trade. Recommendations are made to companies about the ways to ensure fair trade.
(2005, 5000 words)
This paper explores the role of the child in the modern consumption in terms of rights and responsibilities, particularly focusing on the pester power purchasing trend. The paper also presents the profile of the children customers and their characteristics, including the type and the decision-making abilities. The author describes major implications of marketing communication, main Media and the current impact of technology on children's perceptions. Highlights the age matter in regards to ethical issue and identifies who is responsible for the children's development as consumers. Various examples are given to illustrate the nowadays concern of ethical advertising to children and the current situation in Sweden, where advertising has been completely abandoned.
(2005, 3000 words)
This report highlights the growing importance of ethical consumption and social responsibilities for companies. Nowadays there is a greater emphasis on multinational companies to operate according to ethical standards and consider consumers perceptions for better environment.
(2004, 4000 words)
This essay looks at the Procter and Gamble's green marketing strategy and identifies to what extend the company efforts towards environmentalism marketing are driven by cues from it customers. The environmentalism marketing is considered as part of the corporate social responsibility and the most recent theories about environmentalism marketing are analysed and critically appraised.
(2004, 1200 words)
This is highly academic piece of work, which collects and summarises opinions of various leading academics and practitioners on the marketing ethics and social responsibilities of contemporary business, featuring a number of real life examples.
(2004, 4000 words)
This essay argues whether organisations can adopt ethical marketing principles and sell their products successfully. Essay covers the following topics: marketing ethics, corporate social responsibility; ethical trading; responsible business practices; marketing mix (4Ps); 'green businesses'; misleading product labels; unethical selling and ethics in promotional and marketing communications activities.
(2004, 2000 words)
This paper outlines how and why some organisations take a definite ethical stance to differentiate themselves from competitors, whilst others appear to be indifferent. Secondly the importance of marketing ethics and social responsibility in business today is discussed and analysed with examples.
(2004, 3000 words)
This essay introduces the term of 'ethics' and discusses how ethics can affect all major areas of Marketing Mix (Product, Price, Place, Promotion) by using examples that have been highlighted in the media.
(2004, 2000 words)
This report outlines the case of McDonalds and their unethical and unhealthy diet. Brief history of the company enables reader to assess the evolution of McDonalds from 1940 till the present moment. The points raised in this report are: unhealthy food, The McDiet effect, dangers of consuming junk food, opinions of McDonalds critics. Issues of responsibility are also analysed and future of junk food industry is outlined.
(2002, 1400 words)
Ethics involve issues of human behaviour and human judgement applied in everyday situations. The subject of ethics arises in marketing and advertising frequently and careful consideration has to be given to it as if, handled poorly, the public backlash could be huge. Companies, in order to have the success they desire, must not only be able to sell a product or service, they need to be seen to adhere to high standards, both in the service offered and ethically. Everybody has their own standards of ethical behaviour, their own moral standards. During the last few decades, moral standards have changed; but basic beliefs people have are hard to influence.
(2003, 1300 words)
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