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

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-