Assignment: Discussion-Information Gathering And Ethics In Marketing
Course Overview:
This module examines various ethical interactions of companies with different stakeholders. A company markets its products to its customer base. Marketing often raises ethical questions.
If you ask a chief executive officer (CEO) what are his or her goals for the company, the CEO may tell you many things. The real answer is that the CEO wants to maximize the wealth of the shareholders. Because the moment the shareholders (usually a number of large institutional shareholders) feel that the CEO is not maximizing their wealth, they can remove the CEO.
Companies maximize wealth by increasing sales, profits, or market share, which they achieve by developing new products, improving their current products, and advertising their products.
Where is the line drawn between accuracy and puffery? Webster defines puffery as "exaggerated commendation especially for promotional purposes" ("Puffery," 2011). Puffery serves to "puff up" an exaggerated image of what is being described and is especially featured in testimonials. Many consumer advocates complain that puffery should be illegal and that there should be truth in advertising.
Puffery. (2011). Merriam-Webster's online dictionary.
Module Readings and Assignment:
Complete the following readings early in the module:
• Module overview
• From your course textbook, Law & Ethics in the Business Environment, 8th read the following chapter:
o Marketing and Technology: Choice and Manipulation
• From the Argosy University online library resources, read the following articles:
o Pohl, M. (2010). Three little pigs of deceptive advertising. Pharmaceutical Executive, 30(9), 30, 32. (ProQuest document ID: 757065267)
Using the Argosy University online library resources or the Internet, research and read two articles on information gathering and ethics in marketing.
Respond to the following question:
• What ethical dilemmas do marketing professionals face in gathering information on customer bases through smartphones and social media?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.