Marketing Ethics : Consumer Behaviour

RUNNING HEAD: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
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CONSUMER BEHAVIOUR1
Marketing ethics:
The manager of a business organisation has the responsibility to follow societal and
professional standards of right and fair practices while preparing the strategy and implementing
the marketing strategy of business organisation. To enhance brand reputation, the manager of a
business organisation has the responsibility to maintain consumerism (Murray, 2017). To
maintain consumerism, the manager has to ensure that each and every function of the company
work together to fulfil the needs of the consumers. For the long term benefits of the company,
the manager has to follow consumer satisfying entity and total value concept instead of a goods-
producing entity (Murray, 2017). While implementing the marketing mix to develop the
marketing strategy the senior executive of a company has to follow business ethics as it will help
the company to satisfy the needs of the consumer. Fair pricing policy must be followed to create
brand loyalty (Quelch & Rodriguez, 2014). Whether the product is harmful to the consumers or
not is an important issue. Product portion of the marketing mix is explained by Philip Kotler as
deficient products, salutary products, pleasing products, and desirable products (Murray, 2017).
Promotion and place elements of the marketing mix must be developed by following business
ethics. The reputation of the business organisation can be affected by consumer vulnerability,
product harmfulness, and employee behaviour. As the Royal Caribbean Cruise Lines company
has to improve employee behaviour (Rclcorporate.com, 2019). The marketing strategy of this
company must be developed by following business ethics. Fair pricing policy, the best quality
service, appropriate promotion, place, and improved employee behaviour can help this company
to enhance its brand reputation (De Mooij, 2019). By providing the best experience in the cruise
this company can attract potential customers. Fairness, integrity, honesty, and trustworthiness are