Marketing managers are tasked with controlling the communication that occurs between an organization and its clients. To accomplish this, they have to appropriately manage their teams with the aim of coming up with promotional messages which will then be availed to the public through various media channels (Bruhn & Schnebelen, 2017). Therefore, Marketing Managers should strive to create good relationships with both the advertising bodies and the potential customers.
In my company, the Research and Development Department has recently modified one of our products. This is in line with our company’s principle of continuous innovation and product improvement. However, the product is not really “new and improved”. As the Marketing Manager, bearing in mind that advertisers should always endeavor to ethically run their businesses while maintaining high moral levels of truthfulness and social responsibility, I will ensure that before this “new and improved” message is included on the package and advertised, the Research and Development Department together with the Production Department adopt the newest and most safe ways of production. I will also inspire the re-designing and re-packaging of the product so as to completely change its “market face” and somehow adapt to its “new and improved” status, regardless of its content which would largely remain the same. Given that our products are mainly food products, repackaging will help in extending their shelf life, their safety as well as changing the public’s perception towards the product as regards its packaging quality and the wrapper’s background image.
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All this effort will see to it that I remain, to a certain degree, within the confines of ethical truthfulness as I disseminate our products’ information to the general public. Therefore, the “new and improved” message will be justified to some extent, and this will have a huge impact on our sales. This is in line with my preferred ethical theory of Deontology which asserts that all individuals should stick to their duties as they participate in ethical decision-making (Fontrodona et al., 2018). This implies that a person should adhere to their responsibility and obligation to the society because this is what is ethically correct. In my case, this principle is demonstrated in the way the products should be safely re-packaged to avoid dissemination of entirely falsified information.
In summary, ethics should be part and parcel of every decision-making process. Business Managers should always uphold the principles of ethics when making decisions that affect both their employees and customers.
References
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication – from an instrumental to a customer-centric perspective. European Journal of Marketing , 51 (3), 464-489. https://doi.org/10.1108/ejm-08-2015-0591
Fontrodona, J., Ricart, J., & Berrone, P. (2018). Ethical Challenges in Strategic Management: The 19th IESE International Symposium on Ethics, Business and Society. Journal Of Business Ethics , 152 (4), 887-898. https://doi.org/10.1007/s10551-018-3825-2
