Societal Value of Marketing and Ethical Issues Faced by Managers

This report discusses the societal value of marketing and ethical issues faced by managers. It also evaluates the impact of professional code of conduct on marketing practices and analyzes professional skills for engaging effectively with members of society.

Individual Professional
Discussion

Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing the societal value of marketing as well as ethical issues faces by managers:............3
Evaluating the impact of professional code of conduct on the marketing practises of the
company:.....................................................................................................................................4
Analysing professional skills for engaging effectively with members of society:....................5
Critical evaluation of arguments as well as theories:..................................................................6
Conclusion:......................................................................................................................................7
References:.......................................................................................................................................8

Introduction:
Marketing is considered as the activity which reflects trade of goods and services with the
support of promotional as well as advertisement campaigns. The main role of marketing is to
create value about company's product among the members of different societies. In addition to
this, the marketing function is also crucial in order to meet satisfaction level of customers in
effective manner. This report will discuss about societal value of marketing as well as ethical
issues faced by the manager. In addition to this, the report will also critically evaluate the the
arguments and its theories. Moreover, the report will also assess the impact of professional code
of conduct and ethics on the marketing practises of the company.
MAIN BODY
Analysing the societal value of marketing as well as ethical issues faces by managers:
The marketing function supports the company to promote themselves as well as their
products in front of the customers present in different society. The following point explains the
value which marketing provide to the society are:
Informing and Educating customers:
The marketing role of the company assists the members of society by providing the
complete information about the price as well as features of the product. The marketing activity
help customers to identify and evaluate what product will best satisfy their needs and wants. In
relation to this, the marketing function also provides information related to address, phone
numbers, product release dates and many more (Jacobson, Mazur and Nader, 2019).
Managing customer expectations:
The marketing area of company also help society members for fulfilling their needs and
wants. The marketing activity leads the organisation in meeting the needs of customers by

properly delivering informations about the usage, price as well as quality of product or services.
In addition to this, it also support the customers in gaining insight about the major changes
related to the quality or price structure.
Provides Economic benefits to society:
The successful marketing strategy supports the company in providing economic value to
the society by creating jobs in different markets as well as also generates the higher tax revenue
for the government.
The ethical challenges faced by the managers are:
Unethical Leadership:
The unethical usage of managerial power is the main ethical problems faced by the
managers of the company. In relation to it, this leadership nature may leads to negative work
culture in the organisation (Wooliscroft and Ganglmair-Wooliscroft, 2018).
Toxic Workplace culture:
The discriminated decisions by manager may cause work-culture of the company toxic as
well as unhealthy. The unethical practises by managers such as manipulating sales figure or
putting high pressure on employees can result into toxic work-culture for staff members.
Evaluating the impact of professional code of conduct on the marketing practises of the
company:
The professional code of conduct in marketing is essential for the company as it reflects
the fairness as well as honesty in the marketing campaigns of the organisation. The following
information shows the impact of professional code of conduct on the marketing objectives of the
company:
Long term gains:
The practise of ethical practises in marketing activities can support the company in
raising its market share as well as gaining high customer loyalty in the market. This leads to the
generation of large amount of profitsn (Oflazoglu, 2018).
Improved credibility:
The deployment of ethical practises such as providing accurate information about the
quality of the products can support the organisation in gaining higher credibility in the minds of
customers. This helps the company in attracting large number of customers.
Enhancing brand image in market:

The adoption of ethical practises also support firm in improving its brand image in the
marketplace. In relation to this, it also help the organisation to increase the goodwill in the
market by providing full information about products or services (Hartmann and et.al., 2020).
Analysing professional skills for engaging effectively with members of society:
The professional skills is considered as the crucial skills for managers in order to gain
proper attention from large number of customers present in the society. In relation to this, the
professional skills also support managers in presenting their view points in the most attractive as
well as effective manner. The following are skills which make the manager more professionals
are:
Presentation skills:
The presentation skills is very important in terms of gaining attention of audiences
towards the speaker. This type of skill support the managers in clearly transferring their main
message to the customers in the society. In addition to this, the proper presentation skills also
assist the manager in understanding the mindset of audiences in the most effective manner
(Scott and et.al., 2020).
Correct usage of style:
The other professional skills which can help the manager in drawing attention of
maximum number of customer is by using the practising the most preferable style while
communicating with the group of customers. The manager should be empathetic as well as must
respond to the question of customers in the most accurate manner.
Engagement level and respect for views:
The other professional quality that the manage should represent is respecting the opinions
of other people. The high engagement with the view point of customers by providing timely
feedback can support the manager in gaining the trust of customer. In relation to this, the
manager must also respect the view points made by customers by providing them the consolation
prizes.
Critical arguments:
The critical argument is also defined as the professional skills that help managers in
winning the trust level of customers. In relation to this, the arguments in critical manner supports
the manager to gain a best deal in the favour of both customers as well as company (Korai and
Souiden, 2018).

Critical evaluation of arguments as well as theories:
The social marketing helps the managers in promoting the products among the target
audiences. In order to assess the impact of social marketing on the society, the 4Ps of marketing
is taken into consideration:
Product:
This element of marketing mix deals with the supply of quality products in order to
satisfy the needs of customer in most effective manner. The delivery of full information about
the size, characteristics as well as products by managers can support the managers in drawing
attention of large number of customers. Hence, the company should provide accurate information
about the product to the society members for gaining competitive position in the marketplace.
Price:
This covers the pricing structure of the company's product as well as services. The
marketing manager should adopt low pricing strategy which can support the manager in gaining
customer loyalty as well as trust. The selection of correct pricing strategy can allow the manager
in receiving favourable attention from the customers. Hence, it is crucial for the company to
deliver products at lowest price possible for making customer more loyal towards the product of
the company (Mende and Scott, 2021).
Place:
The place element of the 4p marketing mix model represents the selection of place in
order to supply goods and services to the customers. The manager should properly select the
place through which customers can easily buy the products and services without any major
disturbance. Hence, it will be beneficial for the manager to select the best available place for
operations as this can lead to improvement in the competitive position of the company.
Promotion:
The promotional activities of the business involves the promotional as well as
advertisement strategies practised by the company. The firm should practise effective
promotional strategy by communicating all the necessary information about the products and
services to the audiences. Hence, the promotional strategies support the managers in enhancing
customer loyalty as well as can also supports the firm in gaining attention of large number of
customers in effective manner (Jobber and Ellis-Chadwick, 2019).

Conclusion:
From the above report it has been concluded that manager face several ethical problems
in the course of their tenure. It was also analysed that ethical issue can disrupt the smooth
functioning of company as well as can also make customers to move into other substitute
products. The report has highlighted the societal value for conducting marketing operations as
well as also discussed about the ethical challenges faced by the managers of the company. In
addition to this, the report has also covered about the theories as well as arguments from the
range of sources. Furthermore, the report has also included the professional skills that can
support the manager in gaining higher level of customer attention.

References:
Books and Journal
Hartmann and et.al., 2020. Unboxing marketing: creating value for consumers, firms, and
society.
Jacobson, M.F., Mazur, L.A. and Nader, R., 2019. Marketing madness: A survival guide for a
consumer society. Routledge.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Korai, B. and Souiden, N., 2018. The marketing discipline in trouble? Academic voices vying for
supremacy. Management Decision.
Mende, M. and Scott, M.L., 2021. May the Force Be with You: Expanding the Scope for
Marketing Research as a Force for Good in a Sustainable World. Journal of Public
Policy & Marketing, 40(2), pp.116-125.
Oflazoglu, S. ed., 2018. Marketing. BoD–Books on Demand.
Scott and et.al., 2020. The COVID-19 pandemic at the intersection of marketing and public
policy. Journal of Public Policy & Marketing, 39(3), pp.257-265.
Wooliscroft, B. and Ganglmair-Wooliscroft, A., 2018. Growth, excess and opportunities:
Marketing systems’ contributions to society. Journal of Macromarketing, 38(4),
pp.355-363.