ETHICAL EVALUATION OF MARKETING ACTIONS ACCORDING TO THE CONSUMERS | Problems of Management in the 21st Century

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ETHICAL EVALUATION OF MARKETING ACTIONS ACCORDING TO THE CONSUMERS

Title	ETHICAL EVALUATION OF MARKETING ACTIONS ACCORDING TO THE CONSUMERS
Publication Type	Journal Article
Year of Publication	2013
Authors	Łodziana-Grabowska, J
Journal	Problems of Management in the 21st Century
Volume	8
Start Page	66-80
Pagination	Discontinuous
Date Published	December/2013
Type of Article	Original article
ISSN	2029-6932
Other Numbers	ICID: 1079814
Keywords	consumer attitude, ethical behaviour, evaluation of marketing actions
Abstract	Ethics is one of significant and at the same time indispensable aspects of operations by contemporary organisations. It should constitute the benchmark for the direction of actions both inside the organisation and within its external relations. The evaluation of marketing actions, addressed first of all to consumers, should facilitate the resolution of decision-related problems as well as prevent their arising. The research was aimed at recognising the respondents’ opinion on the contemporary marketing practice towards the customer. Based on the applied dependency method and primary data the respondents’ opinion on the contemporary practice of marketing towards the customer is presented in the article. The research results confirm the thesis that the ethical behaviour is beneficial for companies since the consumers choose products offered by the companies being in compliance with the principles of ethics and values recognized by the purchaser. One should remember that the ethical behaviour does not simply consist in avoidance of evil acts. The marketing specialist following the ethical code of conduct recognises that the position held by him/ her in the society also signifies certain commitments.
URL	http://oaji.net/articles/2014/450-1397905752.pdf
DOI	10.33225/pmc/13.08.66b
Refereed Designation	Refereed
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