Marketing ethics process

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please check the attachment and check slides 23-26 as the details are there. No plagiarism and Harvard Referencing is required 2000-3000 words

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The Marketing Ethics Process Dr. Dimitrios Kolyperas External Environment The Marketing Ethics Process Internal Environment The Marketing Ethics Process – We already know… –There are dichotomies or peculiarities of marketing ethics – teleological Vs Deontological approaches –Marketing is often very badly done and things succeed despite themeselves –The environments are exceedingly challenging and are likely to get even more so So… –For charities it is about survival, participation and awareness –For SMEs it is a fight for attention and thus finance –For Multinational companies it is about marketing to the right audience through relevant and costeffective ways (differentiated or undifferentiated targeting) –Whatever the level, the process is the same Therefore • All of these are capable of being aided by proper integration of marketing ethics – the alignment between the process and the environment is essential • The dimensions may be very different, whether you think of a for-profit or non-for-profit organization, but the basic process of marketing ethics remains much the same • How do we get this alignment? External Environment The Marketing Ethics Process Internal Environment Understanding our stakeholders –Understanding the consumer and the semgnets of the consumer market –Understanding all relevant stakeholders including their needs (suppliers, local community, the state, partners etc) –Research process (SWOT, PESTEL) –Understanding what we as a business are trying to do and what we are capable of –Understanding what the opportunities, dangers and demands are within our market for marketing ethics Issues –Not all stakeholders are the same (criteria for prioritization) –The need to build an understanding of who are stakeholders, what is the target and what they derive from their involvement with our business –The potential to use the ideas of ‘consumer culture’ and ‘branding’ to generate high degrees of involvement Creating the Marketing Plan –Creating the marketing plan and its marketing and marketing ethics attributes - 4 or more Ps? –Creating the marketing campaign to meet our objectives and our understanding of our business and stakeholder needs –This might involve new products, new services, new partnerships or even a new CSR strategy Issues –What is the experience of our stakeholders and consumers and how can we enhance such experience/collaboration/ value co-creation –What is the role of branding in this process – can brand be created quickly and sustainably through marketing ethics? –1. why do people buy into certain brands? –2. what do brands say –3. what is the role of ethics in the branding process? Redefining the ethical marketing issues –Once the marketing plan is ready you need to look back whether your goals align with those of your key stakeholders (e.g. in terms of communication, positioning and image) –Apply ethical theories of decision making. What even stance you take you will need to be consistent throughout –Readjust your marketing plan goals Issues –Not all stakeholders are the same- you might make a decision to exclude some pressures from your decision making –Stakeholder care about different thinks . The state cares about the law . The local community about the norm . Other businesses about prices and the degree of entry in the industry . Suppliers care for volume . Consumers care for efficiency and satisfaction Delivering the marketing ethics process –Delivering the marketing plan, product or service or the marketing ethics process –Creating the marketspace for value exchange to take place –Includes aspects of service delivery and the development of life time stakeholders Issues –Quality of product and quality of service may be uneven –Distribution channels have to be chosen and managed carefully 1.Media channels 2.Partners 3.Suppliers 4. Retailer channels The Marketing Ethics Process –It is a process –Each part builds on the previous ones –We also need to research how effective we have been in meeting our stakeholder demands and marketing objectives –Depending on the results of this, refinements or changes will be made –The aim is to produce a virtuous cycle of development – ultimate goal is a strong business culture and brand ethos Planning the process –We need a plan that starts the process, but can be ongoing –There is a need for some formal marketing planning in order to both start from a sensible place and to ensure that we are measuring and benchmarking the right things –Operationalising the plan requires dedication –Time scales are important Summary –It is an ongoing dynamic (not static) process –It is meant to help alignment between internal ethos and external conditions –Resources to do this may be stretched but it is important to try to seek this alignment, whatever your involvement in the marketing (ethics) process The assignment “Critically analyse the marketing activities of a charitable non-profit organization of your choice. Develop a one-year marketing plan to help the organization achieve its objectives”. The assignment –Critically analyse a charitable organization 1. Collect data about its evolution and current state (i.e. market, product, competition) Issues 1. What charity? 2. Structure? – SWOT, PESTEL or Stakeholder Map 3. Avoid description? One Approach - Use the marketing ethics process 1. Collect basic date and information 2. Describe the ‘company’ and its brand 3. Make assumptions about situations and/or interview key people/persons One Approach - Analyse through the marketing ethics process 1.Understanding stakeholders and their needs 2. Creating the Marketing Plan 3. Delivering Process of learning Some thoughts - Lots of information to get over so think visually and with tables and use appendices (this is a marketing module so you NEED to use diagrams/figures/tables etc) - Critically assess – more than description - Allignment issue – remebmer organizational capabilities - Remember the process point- you look at a point in time but need to see it as part of a evolutionary process ( you charity has history do not play around with it) Example Step 1. Collect basic data and information Here your goal is to describe and analyse the organization, its evolution over the years, its objectives and market (including competitors). This will also help you develop a situation analysis (perhaps through management tools such as SWOT or PESTEL). Step 2. Analyse your stakeholders and the emerging marketing ethics issues Here your goal is to identify and briefly analyse the key stakeholders around your charity, their demands and pressures as well as opportunities. This will also help you develop a priority list (stakeholder map) which in turn can help you later on with your decision-making Step 3. Marketing Strategy A STP (Segmentation, targeting, positioning) analysis could open this section. Then an analysis of the marketing mix (4PS or I prefer 5Ps including people) should follow. Please note that you need to thoroughly consider some aspects of your organization. For instance when it comes down to products/services different charities often offer different things. Some might ‘sell’ education and awareness, other may focus on support or prolepsis. Some useful questions that you need to answer here include 1) which behaviours to address? 2) are there potential competitors and how should we deal with them? 3) which groups to target? Parents, kids, the council, the state or altogether? Nationally or locally? 4) what products/services to offer in their exchange? 5) how to use the marketing mix to make this offering? Step 4. Promotional strategy (promotional mix) This usually includes advertising, personal sales, PR, direct and digital marketing and other sale promotions. Please note that many organizations often develop a uniform communication strategy including a motto/slogan and other aspects of branding (colours, conceptual designs, brand logos). If your organization does not have such aspects perhaps you may need to develop them. When doing so you need to consider that communication mediums are often used to target different audiences. For instance, social media are often seen as a great way to target generation Y, whereas more traditional approaches (newspapers, radio) could be more efficient when luring older demographics. Step 5. Marketing Ethics analysis and Implementation plan one year plan In this section you need to clearly focus on the future. Recommendations and comments are required on various elements of the marketing plan (consumers, products, positioning/targeting, communication etc). Here you may want to use a Gantt chart to show your program schedule and the course and order of actions. Please note that your recommendations should be feasible and balanced as well as they should feedback to elements you have critically analysed in your marketing plan. This is a balancing act!
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The Oman Society of Engineers
Established in 2001 through a ministerial decision as a non-governmental and nonprofit making
organization, Oman Society of Engineers aims at advancing all issues related to the engineering
profession in Oman. Much of the development, especially in the engineering sector can be
attributed to the society. Notably, the society does not confine its services to engineers from
Oman, but has also broadened its wings to expatriate engineers. The society is mainly operated
by volunteers who are comprised of individuals from various industries and sectors.
Like most societies in Oman, the Oman Society of Engineers has a constitution which aids in its
governance. Besides, it has training programs and sponsorship fees which act as the main source
of income. Among its set strategy and objectives include; being part of architectural and
industrial development of Oman, promoting technical and scientific ties among engineers based
not only in Oman, but also globally, finally, to regulate the engineering practices as well as
safeguarding the rights and needs of engineers in Oman.
It is important to note that through the training programs within the Oman Society of Engineers,
the number of engineers in Oman has significantly increased. Consequently, a large network has
been created which has enabled the engineers to exchange ideas and build strong ties among
themselves. Externally, the increased number of engineers has resulted to tremendous
developments in the country.
For the society to realize its objectives, it is inevitable for it to formulate a set of values, a vision,
and mission which would act as a guide. Therefore, the upholding values of Oman Society of
engineers include: efficiency, team spirit, professionalism, integrity, safety, and excellence
(Oman Society of Engineers, 2014). Furthermore, the society has a well engraved vision which

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states, “To become the main reference body of engineers and engineering excellence in the
country.” The vision is a clear indication of the society’s external long-term goals. The mission
of the society is “To serve engineers, engineering profession and community through pursuance
of engineering excellence and professional development of engineers in Oman.” Likewise, the
mission is an indicator of long-term dedication to the engineering profession (Oman Society of
Engineers, 2014).
As earlier stated, Oman Society of Engineers has its well highlighted objectives and strategy
which total to fifteen. They include:


To ensure that its members have attended seminars and visited sites.



In order to inform the members and the general public, the society plans to use print and
broadcast media as a way to publicize its activities.



Build a database as a means to acquire employment opportunities for its young members.



Control engineering practices and advancement as well as promote ethics in the
profession.



Create a platform on which the engineers are able to exchange knowledge.



Formulate the rules for classification of consultancy in engineering firms.



Systemize the monitoring process of the members.



Subsidize the training programs for its members.



Promote networking among its members.

As a strategic measure, the Oman Society of Engineers plans to appoint experts and arbitrators in
the engineering profession as a way of providing solutions in case of disputes. Also, the society
will integrate the engineering database of Omani Engineering contributions and developments.

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The board of directors has the mandate to execute these policies and resolutions as issued by the
General Assembly (Oman Society of Engineers, 2014).
Marketing Ethics Issues.
The Oman Society of Engineers has various stakeholders. First, the society members who are
expected to uphold the core values of the society. Second, the government which expects the
society to abide to the law and order of Oman. Third, the potential members who look up to the
society’s management and member’s behavior and influence to their careers. Finally, the general
public whose expectation from the society is to spearhead developments across Oman and to
positively shape the professions in the field of engineering.
With different stakeholders on the periphery, it is the sole responsibility of the society to ensure
that the issues affecting the stakeholders are effectively addressed. To achieve this mandate, it is
inevitable for the society to identify external factors that may positively or negatively affect the
society. Therefore, PESTEL analysis is recommended in such a situation. The tool is an acronym
of Political, Economic, Social, Technological, Environmental, and Legal factors (Anonymous,
2015). To attain effectiveness while applying PESTEL analysis, it is critical for the society’s
management to ask the three most important questions: “What are the key trends, drivers, and
forces in the external environment?” second, “So what are the implications for the organization
and key stakeholders and what are the opportunities, risks, and treats?” finally, “Now what
should the next steps be?” (Anonymous, 2015)
It is important to note that the Oman Society of Engineers is registered as a non-government and
non-profit organization. Therefore, unlike an enterprise, some of the factors are different but
significantly share some common factors.

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Political factors
In any country, the most important aspect of sustainable development is the political
stability. An unstable political system has the capability of hindering the society from
realising its ultimate goal. Being a GCC country, Oman petroleum industry greatly relies
upon the engineering profession for human resource. Therefore, it is critical that political
goodwill and stability is enhanced.
The construction market in Oman is dominated by public projects. This implies that there
should be a fiscal incentive towards such projects. However, lack of the incentives has
proved to be a major barrier to the process. Through the Oman Society of Engineers, the
engineers have requested for the formulation of policies that intend to provide fiscal
incentives.



Economic factors.
Among the engineering professions, exist consultants whose ultimate goal is maximize
profits in their projects. It is the responsibility of the Oman Society of Engineers to
ensure that these engineers are working in an economic friendly environment. This is
attained by intervening on behalf of the engineers to enable such a platform. Currently,
the construction industry faces the challenge that the construction project costs have
escalated at 18% due to the additional costs incurred from importing environmentally
sustainable materials. The society, in conjunction with the Oman government are
negotiating an amicable solution to this menace.



Social factors.
The modern world is generally shifting towards eco-friendly lifestyle. The construction
industry has also adopted sustainable construction projects. However, there is minim...


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