Ethical Marketing Initiatives Examples
Contents
Executive Summary
Introduction
Ethical Marketing Examples
1.Tesla Motors
2.Nextbit
3.Starbucks Corporation
4.Columbia Sportswear Corporation
References
Executive Summary
This paper showcases examples of ethical marketing initiatives that were adopted by international corporations over the last several years. The paper examines such organizations as Tesla Motors, Nextbit, Starbucks Corporation and Columbia Sportswear Corporation. Tesla Motors markets its cars as highly reliable, environmentally friendly and handy. In fact, Tesla’s advertisements are just, as the company’s products are innovative, stable and sheer indeed. When it comes to Nextbit, in its marketing campaign it claims that its brand new phone is capable of changing perception of storage space once and for all. Eventually, it is true, as the company revolutionizes market of mobile gadgets. Starbucks Corporation is another company that outlines quality of its production and its ethical responsibility. These statements are well grounded as Starbucks supports local communities and praises quality of its production above its quantity. Finally, Columbia Sportswear Corporation is the final example of ethical marketing campaign as the company fulfills promises it gives in its advertisements, as well as spends additional efforts to support quality of its apparel.
Introduction
Historically, since the emergence of term “marketing” and its further contribution to business world, the main principle of marketing was to maximize satisfaction of customers (Vitell, 1986). Eventually, purposeful conviction of customers that certain product is what they need and what they lack became a major downturn of marketing. It resulted in its abuse (Caner and Banu, 2014). Furthermore, together with development of communication means, the company's reputation became an indirect sign of efficiency, reliability and public utility of its products. However, the broader conditional or actual range of clients is, the higher social responsibility becomes. For those companies that utilize the factor of public recognition as major contributor to their success, disclosure of facts that they directly or indirectly worsen quality of life of their consumers due to noncompliance to certain norms or beliefs may gradually undermine their position in contemporary business world. Therefore, the quintessence of ethical marketing concept involves direct or indirect improvement in the quality of life in the long term for all target groups that participate in the process of creating, distributing or consuming finished products. In other words, social and ethical marketing acknowledges that the entrepreneur uses just marketing campaign, but still obtains commercial benefits (Caner and Banu, 2014). These marketing initiatives satisfy not only physical but also spiritual demands of consumers, which lead to increased sales volumes and provides the company with greater customer loyalty.
This portfolio will demonstrate examples of companies that decided to avoid deceiving their customers. In their marketing efforts, these companies follow ethical concepts and theories, which in their turn affirm usefulness of these efforts for both sides – for companies themselves and for their customers.
Ethical Marketing Examples
Tesla Motors
Tesla Motors is an …
