Essay: Casts Light Upon the Unethical

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[. . .] In the modern 21st century, globalization has removed trade barriers and duties free trade is promoted (Shaikh), yet no fiscal policy is free of taxes. It is no exaggeration to mention that the rate of taxes levied in 21st century is higher than the historical rates. The price of the product becomes double if taxes are applied, hence the marketers promote the tax free price to attract the customer.

This practice is particularly prevailing in hotel and restaurant industry. The meal deals are marketed excluding taxes. The hotel charges are quotes excluding taxes. The customer is trapped and acquires the service. He has to pay higher dues than the ones he was aware of. Few customers complain while many give up. There are three main reasons for not complaining.

1) The salespeople have the logical justification that taxes are levied by the government so they have to be paid by the customer. There is no product which is tax free, regardless its origin of production.

2) People, who are attracted towards the product in lieu of its lower prices, feel shy in complaining about the higher charges. They feel sort of slight that their purchasing power is less and people will laugh at them if they complain that the prices are deceptive. There are many customers around them and all of them are enjoying the service without complain. If they complain, everybody will start noticing them and they would become a laughing stock.

3) Marketing gimmicks are played by the big industry players who have established repute and people consider them a symbol of self-esteem. It is a common tendency that people internally feel that the prices are deceptive but realize that customers like them were attracted by this style, hence the organization is creative. They are in a fix whether the practice is fair or not. Principally speaking from the standpoint of a marketing graduate or professional, the practice is unethical and must be combated.

Deceptive Advertising

Deceptive advertising is somewhat similar to the practice of portraying false needs. However, it also includes promotion of features that are actually not available in the product. It takes place mostly in electronic products. The modern 21st century has led the world towards telemarketing where the sales targets are assigned to the call centers whose members make direct calls to customers and convince them to buy certain electronic appliance. The common sentences the marketing people say are; our device is energy efficient and your electricity bill will not exceed such as such amount if you use this device. There are many customers who are fed up of rising electricity bills and tend to buy the product. It in only after using the product that they feel their electricity bill has not reduced much. Reason being, there are uncountable electronic appliances used in household and none of them can be quitted. What marketers claim is; if the customer uses no electronic appliance except the single device offered by them, their electricity bill will not exceed the threshold provided in the advertisement. It is impossible but people learn it only after bad experience.

Privacy Issues in Marketing Research

Every commercial organization records mush personal data of its customers. They justify their action stating that they need to have this database so that they can understand the demographics of their target market and design the product accordingly. In the modern world, the cyber attacks are no exception and electronic data storage has become critical. As the world advances, automation and digitization will continue to rise, however, related threats must be carefully analyzed so that the customers may enjoy the fruits of development in real sense.

Privacy Impact Assessment (PIA) is regarded as one of the most important requirements of modern organization which acquire customer's data. Ethically speaking, these organizations should not use the data for any purpose other than the one the data is collected for. Unfortunately, it is not the case. Honesty is the most important ethical value but it is rarely practiced in modern commercialization. Organizations collect data promising the customer that it will not be misused, but the lack of security measures leads to leakage of data. The same data is provided to another organization for lead generation. Many customers are offended by the off and on calls made to them, telling them features and specifications. The features may be false, focused on getting short-term gains by attracting customers for one time purchase, totally ignoring the essence of customer's loyalty for the organization.

Conclusion

Ethical values may seem difficult to adopt when viewed from the short-term perspective of the commercial organizations. In the competitive environment, where customers have uncountable choices and they tend to switch the manufacturer just to enjoy the variety, it appears too difficult for an organization to be ethically strong. But, on the other hand, the long-term gains are more important than the short-term leads and if the organization succeeds in making its repute as ethically strong, it is bound to win the loyalty of generations (Harvard Business Review).

Works Cited

Harvard Business Review. Harvard Business Review of Increasing Customer Loyalty. USA: Harvard Business Press, 2011. Print.

Kotler, Philip. Principles of Marketing. New Delhi: Pearson, 2010. Print.

Rosenau, Milton. Successful Product Development. USA: Wiley, 1999. Print.

Self, Bill and Roche, Greg. Customer Satisfaction Measurement for ISO 9000: 2000. USA: Routledge, 2012. Print.

Shaikh, Anwar. Globalization and the Myths of Free Trade. New York: Taylor and Francis, 2007. Print.

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