Business Ethics

Running Head: Business Ethics
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Business Ethics
Case
Student Name
5/28/2019

Business Ethics
1
Question 1
The ethical theory of Deontology is chosen which is based on the concept that what is right and
what is wrong considering the moral rules. This ethical theory is related to Immanuel Kant and
focuses on the phrases like “Don’t lie, Don’t Cheat”.
This theory of ethics highlights the importance of rules and duty in an individual life. This helps
in knowing what is ethically correct. This principle in practice is little bit complicated as this
does not provide exact result as the principle is based on the subjective aspects and on set of
rules which are rigid. So people find it difficult to accept the deontology ethical principle
(Alexander & Moore, 2016).
For example, a software engineer has duty to keep an eye on the system and work according to
the rules and principles of the company. But he gets to know that a nuclear missile is getting to
launch that may harm many people. The software engineer can hack the system and stop the
launch as it is against person moral values, but engineer cannot hack the system without the
permission as it is against his professional code of ethics and resultant in lying or fraud or
cheating by the engineer. As per deontology to violate or beach the rules are not acceptable.
Understanding the right and wrong behavior or ethically correct situations is difficult as each
individual has their own perception in accordance with their moral values and ethics. Whereas
virtue ethics theory highlights the character of an individual and assumes that a person acquires
all this through practice. The character of an individual would be honorable and appreciable.
This theory emphasize on that by practicing the virtual habits an individual will make right
decision when face ethical issues (Bowie, 2017, p. 85).
So both the ethical principles give a way to solve the ethical dilemmas by using different
approaches. Every individual as to face some ethical issues during personal or professional life it
is how to get out of this by identifying what is wrong and what is right in that situation (Gill,
2009, p. 20). Ethical dilemma arises due to emotions and feeling in an individual, all decisions
are affected by moral values and sentiments of a person which guides whether it is ethical from
a perspective or not.

Business Ethics
2
Question 2
The most enjoyable topic was ethics in Marketing that I can relate easily with the practical
scenario. It was interesting to know that marketing involved ethical codes too as nowadays the
businesses are depends on how they market or present themselves in front of society or people
(Eagle & Dahl, 2015, p. 142). I personally enjoyed the issues in normative marketing ethics that
includes micro level and macro levels issues. Understanding the concept and these issues was a
challenging task as it is difficult to distinguish between what is ethical and unethical in the
business. Considering the micro marketing issues marketing of harmful products like cigarettes
and alcohol is illegal still companies advertise these on television and social media (Laczniak &
Murphy, 2019, p. 402).
On other side macro issues in marketing impacts on the society as whole or impact on large
number of person. Macro issues in marketing are advertising of anti-aging cream products using
young models, gender biasness and manipulating the product details to attract the customers
to larger extent (Drumwright, 2018, p. 511). All the marketing aspects need to be followed by
the ethical principles.
In relation to understanding these issues an example can be taken, advertisement of skin
lightening cream is directly concentrated on the differentiation in between black and white
people so ad campaign is legal or not is the questionable thing. Whereas the claim made in
advertisement by the companies that cream lighten the skin color and make it softer or
smoother are deceptive. This comes under product misrepresentation in the marketing.
I understood the concept of ethics in marketing and to what extent it is important to do ethical
marketing in current scenario as customers are knowledgeable. Increasing role of social media
marketing develops the need of ethical rules in the marketing (Charlesworth, 2018, p. 102).
However I was confused in related to Bottom of pyramid marketing but later on understand the
concept in a true manner that how companies target low income groups and gain the benefits
of untapped market (Jaiswal & Gupta, 2015, p. 114). Learning through practical implication
became an easy task that I did by taking knowledge of the above mentioned topics.