13114431D Ng Ka Chun MM2711 Individual 
MM2711 Introduction to marketing
Individual report 2013
Ng Ka Chun, Hadyn
Student no.: 13114431D
The controversy between business practices and ethical responsibilities of companies has long been existed in the modern society, and yet, nobody could draw an explicit line on this field that agreed by majority. When products and promotions are introduced into the market, the corporations are facing to numerous moral problems and rarely can they fulfil all the needs. In fact, the “rulers” that to measure certain marketing activities that they follow the code of ethics or not could differentiate tremendously due to miscellaneous cultures and laws. In the sense of marketing ethics, there are three crucial factors to analyse and determine the ethic of the behaviour of marketer—value intruded, stakeholder involved as well as process adopted. Some parties argue that marketing is always an unethical issue, as its consequence may break the personal autonomy, bringing damage to competitors in the market and machinate the social value.[1] However, the American Marketing Association (AMA) had proposed the statement of ethics and it revealed that there is still a room to determine marketing is ethical if the marketer obey certain norms and rules.[2] In addition, some researches figured out that marketing professionals are actually carefully preventing the customers being harmed potential.[3] The result of the research implied the marketers always perform to minimize the risk of harming clients. By the deontology theory, the motivation of an individual to carry out an incident will decide he is righteous or not, regardless of the consequence. [4] In simple terms, if marketing decision makers can comply established criteria and deliberately consider the delivery messages and channels, they could be considered ethical. Nevertheless, in reality, the marketing exercises could be very complicated. In some cases, the company is legal but unethical, like the loaning service
Individual report 2013
Ng Ka Chun, Hadyn
Student no.: 13114431D
The controversy between business practices and ethical responsibilities of companies has long been existed in the modern society, and yet, nobody could draw an explicit line on this field that agreed by majority. When products and promotions are introduced into the market, the corporations are facing to numerous moral problems and rarely can they fulfil all the needs. In fact, the “rulers” that to measure certain marketing activities that they follow the code of ethics or not could differentiate tremendously due to miscellaneous cultures and laws. In the sense of marketing ethics, there are three crucial factors to analyse and determine the ethic of the behaviour of marketer—value intruded, stakeholder involved as well as process adopted. Some parties argue that marketing is always an unethical issue, as its consequence may break the personal autonomy, bringing damage to competitors in the market and machinate the social value.[1] However, the American Marketing Association (AMA) had proposed the statement of ethics and it revealed that there is still a room to determine marketing is ethical if the marketer obey certain norms and rules.[2] In addition, some researches figured out that marketing professionals are actually carefully preventing the customers being harmed potential.[3] The result of the research implied the marketers always perform to minimize the risk of harming clients. By the deontology theory, the motivation of an individual to carry out an incident will decide he is righteous or not, regardless of the consequence. [4] In simple terms, if marketing decision makers can comply established criteria and deliberately consider the delivery messages and channels, they could be considered ethical. Nevertheless, in reality, the marketing exercises could be very complicated. In some cases, the company is legal but unethical, like the loaning service