nesersery of ethics in marketing
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The necessity of ethics1.brand loyaltyBrand loyalty is the consume r’s repeatedly tendency to a brandin the purchase decision. It is apurchase decision and evaluation process.①The form ofBrand loyalty not entirely depend on quality, awareness, and communication, but also consumers’sown trait. they mainly rely on the experience of the usage of products. Higher brand loyalty can reduce marketing costs and increase profits, attracting new customers.②To maintain the brand image through marketing ethicsReflect enough concerning to consumer. Always think of the marketing ethics throughout the whole process of marketing activities:in theproduction part, the quality of their products can be guaranteed; in the pricing part,there will be a fair and reasonable price; in the promotional activities, there would be no deceivingthings. By themeasures above, the company will meet the needs of consumers, andpromote the branding process, and finally they can increase the loyalty of the brand.2 Brand reputationBrand reputation is the level of people’s trust and goodwillof a brand, the brand reputation can truly reflectthe minds of consumer’s value level, it is an important part of the modern corporate’sbranding. Ethicsenable enterprises to participate actively in the process of solving social problems by maintaining the brand image in the society,for example, as an integral part of the social environment and a major force which damage the environment, if the corporationparticipate the work of environmental protection, that will vividly show the spirit of corporation’s social responsibility, ③As well, as a member of societyParticipation in social welfare undertakings, the enterprise’s social grateful consciousness to society and serious and responsible spirit can also enhance brandReputation and plays an important role in promoting.3.StakeholderStakeholder integratedcorporate shareholders, managers, workers closely as a whole, the three oneis closelylinked. from the internal point of view, the shareholders in order to maximize shareholder’s value, they pursue more investment. Return on investment and greater control over; operators pursue better wages, benefits and a larger management rights, etc; workers pursue more labor income, better benefits, good working environment, respect, freedom of expression, right of privacy and the like. As aninterest group of each, they all are in the pursuit of maximize their own interests.Employees are the main participants in business activities, some of the staff is directly contacted with consumers, they are the most direct performers of corporate image.④Use the concept of good faith and honestyin staff training, Set up corporation marketing ethics in their minds, and meet the needs of employeesin terms of benefit. Be fair and honesty,So that they can effectively feel respect from the corporation. As a result, the employees will carry out their own work sincerely and improve their overall quality, so that the brand of the firm can be improved indirectly.4. objective requirementsComplying with ethicsis the basic requirement since ancient times. As the development of economic globalization, industrialization, science, information technology, people’ materiallife is much better,the demand of product safety have been attached to importance. However, China isstill pursuing economic interests of enterprises as their goal, some companies take unethical means to gain short-term economic interests.A mass of action that is harm to consumer turn up, such as SANLU. As an important part of commercial activities, the ethics in marketing activities have gradually been attached importance by society.Through the implementation of marketing ethics.the company willenhancethe brand image, increase the economic interests of enterprises,achieve the rapid development.⑤Therefore, to make the brand consolidate and improve the imageby raising the ethical standards is inevitable.①Qiu Xiaodong Zhao Ping(2002).”brand loyalty and its research” Modern Finance and Economics, 10: 1005-1007②Liu xiaofeng (2009), “brand management.”Machinery Industry Press; 29-32③Li ziqiong, Peng xinxin, Lu yumei(2014),”Brand building theory and practice.”People Post Press; 978-7-115-35986-5④Yang dong(2010). “Employee incentive.” China Light Industry Press. 978-7-5019-7367-5⑤David Ketchen, Alan Esna(2009). “Strategic Thinking on globalization and business ethics.”China Renmin University Press; 978-7-300-10751-6。
