Is Marketing Ethics an Oxymoron?

Is Marketing an Oxymoron : Discuss

Abstract

This paper discusses the hugely rhetorical question of marketing as an oxymoron it attempts to define the concepts of marketing , ethics and oxymoron . It highlights some marketing issues particularly with companies regarded as producing harmful products . It concludes by taking a position and affirming that marketers have a choice

Marketing as defined by Kotler is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others . While marketing ethics is concerned with

the moral principles behind the operation and regulation of marketing . WPP corporate responsibility statements (2008 submits that ethical marketing is able to change opinions and influence behavior and hence it is essential the influence be used responsibly and in ways that protect consumers and supports human rights . This is a view shared by a company who produces tobacco products . The concept of oxymoron suggests a contradictory situation . In our context it begs the question if marketing is a vehicle conveying both good and evil Kotler (2004 ) argues that marketing which demands that customers be given what they want implies that no judgment be made on what the customer wants . Should marketers promote MacDonald 's knowing that the long term effect on children is one of creating an obese society ? These children sometimes become problems to themselves and society in later years . Several tobacco users often develop health problems that become source of worry for their families as well as money...