Social Value of Marketing and Ethical Issues Faced by Managers: A Case Study of David Yurman

This report discusses the concept of social marketing and social values, along with ethical issues faced by managers in the case of David Yurman. It also covers the impact of ethical issues on society and the organization, and provides recommendations. The report evaluates the social value theory and its impact on the market. Business ethics are also discussed in detail.

Marketing and Society
part 2

TABLE OF CONTENT
Introduction .....................................................................................................................................3
Main body........................................................................................................................................3
Social value of marketing and ethical issues faced by the managers.......................................3
Social value theory ...................................................................................................................6
Critical evaluation of impact on society as well as of organization.........................................8
Recommendations.....................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Social marketing refers to the marketing which allows customers to connect with others
by owning the product or engaging in a services product provided by the company. Other than
social marketing, social values refers to the ability of people to influence spending through their
interaction within their social circle or social group. With the help of social consumer behaviour
retailers try to analyse the behaviour of customers and try to influence them to make a purchase
according to their willingness to spend (Lemoine, Wilson and Richardson., 2018). The social
value of a product or services is not limited up to the satisfactory value that they are providing to
the customers. It is a broader term and creates a long term impact on the legacy. In context to
David Yurman, the company is a jewellery retailers. The company was established in the year
1942 by David Yurman. The company is currently headquartered in New York, U.S. The
company is having its presence in more that 11 international boutiques along with 33 boutiques
in U.S alone. In this report, information about the concept of social marketing along with ethical
issues faced by the managers within the organisation. The report will also cover the impact of
ethical issues on the society as well as the on the organisation. Also possible recommendations is
provided at the end of the report.
Main body
Social value of marketing and ethical issues faced by the managers
Social value of marketing plays an important role in the workings of the company. It is
important for the organisation to make sure that they are taking the factor into consideration that
people have social needs and they love to interact with other people. It is important for the
company to make sure that their brand is speaking about the socially oriented needs of the
customers (Salgues., 2018). It does not talk about the channels of the marketing that the company
is using in respect to social media marketing but the value of satisfaction that the products and
services of the company is providing to its customers and are helping them in interacting with
others. The values of the company influence each and every activity of the company which
serves as a code of conduct of the company which helps them in their internal management and
operations activity. The more efficiently and personally brand connect with the potential
customers. The more they are likely to attract customers and make a sale.

It is extremely beneficial for the brands to make sure that their products, services and
marketing is resonating to the minds of the customers which helps them in engaging customers
towards the brand and will also create better connectivity. for instance, David Yurman used bold
visuals in their marketing ads and campaigns in order to communicate personal relevance. The
brand focuses on delivering the desire to obtained elevated social status in the society which
positively influence the decision of people to buy the product (Deepak and Jeyakumar., 2019).
The company focuses highly on the segment of market who are socially popular like celebrities
or CEO’s and provide them best in class products specially stainless steel diamonds and then try
to persuade women of different segments that if they want to show off or elevate their status then
it is must to add accessories and jewellery in the collection and as the brand is famous the
collection must include their pieces. It provide high value to the customers which is the reason
why the jewellery of the company is expensive as well. It is important for the brands to make
sure that they are providing exceptional quality products and services to their customers as it will
help them in creating a good brand image in the market and will help them in attracting
customers with the help of good word of mouth marketing.
Ethical issues faced by managers:
The ethical issues that the mangers are facing in today’s world is mostly related to the
workplace or operations related issues. It is important for the organization to make sure that their
workers are not working n a negative environment in order to make them work at their 100%
capacity (Peterson and Minton., 2018). It is important for the organizations to create a healthy
and positive working environment for the employees as it will motivate them to work according
to the objectives of the company and will also help them in improving their performance. All
these factors contributes to the efficiency and effectiveness of the management and processes of
the company which is an important aspect. Ethical issues that the managers are currently facing
is provided below:
 Unethical leadership: Leadership plays an important role in the workings of the company.
It is important for the company to have effective leaders as the aim of the leaders is to
influence the workforce of the company and if they are using unethical practices then they
are only going to create negativity at the workplace and will also create conflicting situations
within the workplace which can hinder the growth and development of the company as well
as of the employees (Choong and et. al., 2021). Office politics is one of the main reason
which can hinder the growth of the company and can create a negative impact on the
workings of the company. In case of the David Yurman, if its manger implements ethical
leadership at workplace by providing opportunity for employees to particaipate in decision-

making procedure and putiing their opinions infront of authorities than this issue could be
reseloved.
 Toxic workplace environment or culture : Toxic workplace is a main reason of increased
employee turnover rates. Talented employees does not like to work in a place which is toxic
and creating a bad impact on their growth and development. Toxic workplaces are a bad
option for the psychological as well as mental health of the employees. It is the main reason
which hinder the productivity of the employees and create an adverse impact on the
performance of the employees. The culture of a company is an important aspect which
provides them growth opportunities and also create a workplace which is highly efficient
and effective but toxic culture can do exactly opposite for the companies and can make the
survival of the company difficult in the market. In case of selected company, it is facing
issue realted to providing safe and secure environment to its employees as they are
demanding flexible working hours.
 Discrimination and harassment: it is not only unethical but is also a criminal offence as
well. According to the employment act, UK, it an workplace is supporting discrimination or
harassment then they have to go through a severe punishment as well as penalties. All the
people involved in harassment or discrimination are liable for the penalty and punishment
even if they have done it as a joke. It is important for the management and especially
managers as well as leaders to make sure that their organization and work-culture is free
from discrimination on the basis of any factor such as race, religion, culture, sex,
preferences, etc. and from harassment as well. In case of the respective organisation, its
employees want a compalint box faciltiy where they could put their complaints regarding
any discrimination or harassment at workplace.
 Unrealistic and conflicting goals: Creating unrealistic goals will put unnecessary burden on
the employees of the company (McDivitt., 2020). In order to enhances the performance of
the employees it is important for the organization to create realistic goals which will help
them in having a sense of accomplishment and will also help them in enhancing their
motivation level. In any organization motivation in employees plays a major role as it helps
them in enhancing the performance and productivity of employees which can help the
company in achieving their goals in less time and with full efficiency and effectiveness. In
terms of the selected organisation, its manager should provide employees training and

development facilties so that they could improve their skills. The manager must also provide
them rewards on the basis of their performance which further motivates employees to work
effectively.
 Questionable use of company technology: It is important for the employees to make sure
that they are not using the technology of the company for their personal use or for other
purposes. The company invest high amount in their technological advancement and
upgradation and if employees of the company are using that technology for personal use
then it will be considered as unethical. It is important for the managers of the company to
make sure that the employees are not using the technology of the company in any of their
personal use (Shapiro and Layton., 2019) . Another factors which is concerning for
managers is that the technology of the company contains system which have confidential
information of the company which is needed o e kept safe from competitors as well as from
others and with the other use of technology it can be a threat for the safety and security of
the company. In case of selected company, it should motivates its employees to use
advanced technologies while supervising that they are not utilising them for any other
personal use.
Social value theory
It is important for the organisation to understand the concept of social value of marketing
as it plays an important role in the marketing processes of the retailers which helps them in
increasing their sales. It is important for the organisations to understand the concept and to make
sure that they are working in order to provide value and satisfaction to their customers with the
help of their products and services. In the six elements of customer value, social is considered to
be one of the main factor in the products and services of the company. It is important for the
organization to keep these characteristics of social value into consideration so that they will be
able to understand the concept better. The factors are given below:
 Useful: It is important for the organisation to provide products and services to their
customers which is actually useful and is providing a purpose of use to the customers. No
one likes to buy things that are useless and is not providing any benefit to the customers
(Wilson., 2018). It will help the company in creating a need for the product and service in
the lives of people which create a market share of the company and help the in attracting

potential customers and in retaining existing customers. It is important for the organisation
to make sure that they are working according to the needs and preferences of the customers.
In case of David Yurman, it is investing in Research and Development department in order
to understand demands of market and people.
 Sustainable: it is important for the organisation to make sure that their products are
sustainable and are providing benefits to the company. It is important for the organization to
make sure that they are concerned towards environment and are creating something new. As
people nowadays are extremely concerned about the environment and like to buy products
and services which are environmental friendly even if they have to pay a little higher prices.
It also enhance the brand image of the company in the society and in the market which helps
the in attracting ore customers and popularity as well. In case of the selected organisation, it
needs to take some sustainable environment steps so that it could minimize its impacts on
environment.
 Affordable: One of the major aspects of markets is that they are highly price sensitive. The
customers have lots of choices to choose from and can select whatever products or services
they like and is in their budget. It is important for the organisation to make sure that they are
working according to the budgets of the customers and their willingness to pay (Raj., 2018).
If the products of the company are providing high value or their is no substitute in the
market or the switching cost of product is high then only the company will be able to capture
the market and retain the customers of the company. In case of the respective organisation,
the financial department make sure that it allocates enough monetary budget to every
department for their efficient functioning.
 Ethical : It is extremely important for the companies to work ethically and make sure that
the workers of the company are working ethically and are creating a positive workplace. The
company needs to make sure that they are working ethically in the market and are providing
efficient benefits back to the society. It will help the company in creating a brand awareness
in the market and will enhance the reputation of the company. If the reputation of the
company is good in the market then they will automatically attract customers as customers
will have trust on the brand and its workings. The company will also be able to attract
talented employees in the organization and will also be able to reduce employee turnover

rates. In terms of selected company, needs to implement ethical working environment where
it needs to provide safe and secure work culture.
 Observable: The products and services of the company must have some value or unique
feature which will help the audience in observing the products and services with the way of
their quality (Ghadami., 2020). It the company is not providing something unique or
observable item to the society. It will help the company in creating a specific place in the
market which is hard to replicate or replace. The value provided by the product or service
can be considered as the unique quality or feature of the company. In context to respective
organisation, it is required to implement strategies which must focus on producing unique
products.
Critical evaluation of impact on society as well as of organization
Business ethics enhances the law by outlining acceptable behaviour beyond government
control. Corporates establish business ethics in their internal code of conduct in order to promote
integrity and morals in their employees and will also help them in gaining trust of stakeholders of
the company (Wiener, Ellen and Burton., 2018). While the programs related to ethics at
common in organisations, the quality of the ethics varies and it makes one business different
from others. It is important for the organisations to follow ethics as it helps them in enhancing
their reputation as well as brand image. People prefer to buy products and services from the
brands who believes in giving back resources to society. Business ethics are an important part of
organisations as well as society due to the following reasons:
 Business Ethics derives employee behaviour: It is an important aspect for the workplace
and its culture. It will help the company in enhancing the skill set of their employees along
with their efficiency. When everyone is working according to the ethics their is a very less
chances of any activity which is unethical. Employees working ethically will help the
company in attracting talent in their organisation and will also help the companies in
motivating employees to perform their tasks or roles with integrity. In case of David
Yurman, in order to have a positive and effective workplace environment it is important for
the firm to make sure that its employees are working according to the business ethics
 It provides better employment opportunities: When the businesses work ethically they
provide a better workplace and working condition to their employees. The safe and healthy

working space is a dream of every candidate or employees (Hanssens., 2019). The company
working ethically will generate more and better employment opportunities for the people of
society. The skill set obtained by the candidates will help them in securing their position in
the organization without any biased. In case of respective organisation, it is important for the
firm to make sure that its employees and the management have full knowledge of how much
company promotes ethics and integrity.
Ethics plays a much more important role in professions which are directly serving to the
society such as physicians, attorneys, engineers, and property and facility managers provide
services that affect our welfare, they develop professional codes of ethics that establish
professional standards for behaviour (Simmonds., 2018). But that does not mean that people who
are not dealing directly will not have to follow ethics.
Social responsibility is an important aspect which is needed to be considered by the
organization as it is a responsibility of the company towards the society to return the resources
they have taken from the society.
Recommendations.
 It is recommended to the business to make sure that they are providing proper knowledge
about the code of conduct of the company and about the importance of ethics in their
company (Kemp and et. al., 2019). If needed the company must also provide training to
their employees which will help them in understating ethical behaviour and will motivate
them to work accordingly. It is important for the organization to create a environment in the
organisation which promotes ethics.
 It is important for the businesses to make sure that they are providing proper knowledge
about their ethical practices to society as well. It will help them in in gaining trust of the
stakeholders and customers of the company and will also help the company in promoting
other businesses in opting out for ethical practices. The respective company must provide
rewards and flexible working environment to its employees so that they could feel valuable
as well as develop a sense of belonging.
 The company must make sure that they are active on government platforms which will help
them in identifying various ways or measures which will help them in becoming socially
responsible and ethically effective in the most efficient way (Walker and Moran., 2019). The

companies can make sure that they are working according to the government norms as well
as rules and regulations.
 It is recommended to the company to make sure that they are positively developing the habit
of ethical working in the culture of the organization as it will help them in enhancing their
brand image and will make sure that they are attracting customers on the basis of their
activities. Along with that the company will be able to attract talent in the organisation.
 The respective is required to execute effective marketing strategies in order to aware people
about its brand and enhancing its customer base.
Conclusion
From the above report it is concluded that, social value in marketing play a major role in
the market as it helps the retailers in understanding the needs and demands of the customers and
will also help in providing effective options to them. It will help in making sure that the retailers
are having a understanding about the market and are contributing highly in the sales and
profitability. It is important for the companies to make sure that they are working ethically and
their organisation’s management is ethical and efficient. There are certain issues faced by the
companies in implementing ethical measures in the organization and a list of issues are provided
in the above report. Along with that, some recommendations is provided which can help them in
overcoming these issues and will also help them in making their management much more
effective as well as ethical which can also help them in enhancing their reputations and will also
not create any impact on the society as well as on the organisation.

References
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