Marketing Management
This report will be a thorough analysis of a chosen marketing management problems. In this report, the approach taken will include thorough analysis of a total of five recent studies. The thematic marketing management problem studied here will be the impact that the ethical standards can have on the entire marketing management structure. The studies chosen will be studies from five different perspectives i.e. The background of the studies will be provided followed by the research issues that the papers identified, the theories used in the papers, the primary findings of the papers and the implications that they for the current marketers. The report will end with a comprehensive and analytical conclusion.
Background of the Papers
There is a growing trend of hiring African-American graduates in the marketing sectors within the United States. In a recent study conducted by Malinowski and Berger (2010) we see that there is clearly ethic-oriented reason for this trend; the researchers conduct a thorough analysis of the students (black and white) of marketing and assert that the African-American students are far more ethical in their approach and application when compared to the white students (Malinowski and Berger, 2010).
Another study similarly focused on the various growing ethical problems that surface in running a business. The study asserts that organizations are trying to find progressively applicable strategies to consider measures that preserve and develop their ethical status, because corporate status is viewed as an intangible resource that produces an aggressive advantage for that enterprise and its global performance (Iwu-Egwuonwu, 2011; Amine et al., 2012).
In a related recent study, the researchers highlight the more powerful marketing methods that are now being used to penetrate the marketplace. This research specifically analyzed the attitudes of practicing dental surgeons' on the overall responsibility of ethics for marketing (Verma et al., 2012). In another relatively recent and similar paper, the researchers use the closeness of two separated towns around the island of Cyprus to review how questionable items and types of offensive advertising and marketing accomplishments could be associated with amounts of religiousness, time usage and temporality. The structure of the study was such that the resulting findings were going to be then offered as experience in to the perception of ethics of two specific religious groups within the region (Gibbs and Ilkan, 2008).
Taking forward the ethical trends in advertising and marketing, Hoedemaekers (2011) in his study also addresses the function of humor in advertising and marketing. Particularly, he examines several cases of how banned TV advertisements which are intentionally circulated on the Internet use edgy or shocking humor. The writer argues that this kind of advertising produces an impact of progressiveness by questioning social conventions for what can be interpreted as suitable and acceptable in public places media discourses (Hoedemaekers, 2011).
Research Issues
Malinowski and Berger (1996) looked into undergraduates' attitudes about hypothetical marketing moral problems. Among the ethical situations worked with included the introduction of a brand name of any nicotine products that will attract urban African-People in America. On the 3 moral aspects of attitude, cognitive, affective, and behavior, African-People in America were considerably more morally upset than whites (Malinowski and Berger, 2010). This approach was useful as it allowed the researcher to understand how the ethical standards enforced by the corporate companies would be manipulated. The problem recognized here is that, in the modern society, ethical standards and social responsibility of company takes the front seat and is an integral part of their brand image and company image. This is why the trend of hiring African-Americans in the marketing structures is becoming more obvious as companies use their ethical marketing strategies to promote their ethically sound image.
This study conducted by Amine and colleagues (2012) supports the findings of the prior study and asserts that concentration on the influence of ethics of company employees and its implications on business performance are integral for success. The goal of the study was to look for the impact of the ethical worker associations and behaviors in corporate performance in line with the mechanism of relationship marketing. Quite simply, the study aimed to answer how relationship marketing encourages the creation, maintenance and strengthening of the ethical climate within the organization (Amine et al., 2012).
The research problem and goal for the conducted by Verma and colleagues (2012) was slightly different from the prior two studies and aimed to evaluate the attitudes of practicing dental surgeon's towards the responsibility of ethical marketing in dentistry through an online survey questionnaire method. The study however theorized similar to the prior two studies that...
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