Marketing Ethics
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The American Marketing Association commits to ensure and as well promote the highest standards of the professional ethical norms as well as the values of its members in matters concerning marketing. Marketers are required to recognize that they are required to serve their organization while at the same time expected to act as stewards of the society in the creation, facilitation as well as in the execution of transactions that are deemed to be part of the greater economy. It is therefore through this duty that the marketers are expected to embrace the highest professional ethical norms and values in ensuring that none of their customers is harmed.
From Jane Barksdale’s dilemma, though she needs to repay her loan and remain back in the market, she ought not to use strategies in her marketing that will later result in distrust by her customers. In my opinion, Jane Barksdale should not proclaim herself as being a Hispanic American as that would be deception taking into consideration that the core values that foster marketing ethics include honesty, responsibility, fairness, respect, and transparency. By claiming herself as being a Hispanic American and that the company is composed of Hispanic Americans, she will not be transparent and honest, and that would entail deception to the customers. Jane Barksdale should take responsibility for promoting fairness so that she could earn respect from her clients and through this she will remain in business and will be able to repay her loan. Deception would lead to loss of customers and damaged reputation in future implying that she will no longer have clients and will be kicked out of the business.
Reference
American Marketing Association. Statement of Ethics. Retrieved from: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx
