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Marketing As Ethically Sensitive Area Essay

3634 words - 15 pages

Univerzitet u Beogradu
Tehnički fakultet
Bor

Marketing kao etički osetljivo područje
- etika i oglašavanje -

Mentor: Studenti:
Dr Milovan Vuković Delić Ivana 408/07
Pajić Maja 407/07

Marketing kao etički osetljivo područje
- etika i oglašavanje -

Sadržaj:

Određenje pojmova poslovna etika i marketing 3
Etički kodeks 4
Poslovni bonton 7
Stvaranje zadovoljnog klijenta 8
Marketinška etika 10
Etika i oglašavanje 12
Primeri zavaravajućeg oglašavanja 13
Zabrane 14
Etičnost u marketingu 17
LITERAURA 18

Određenje pojmova poslovna etika i marketing

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Nekada će proizvođači promeniti sam izgled proizvoda radije nego da iskvare kvalitet koji su stekli. Praksa promene izgleda ili uvođenje jeftinijih delova proizvoda u cilju motivacije potrošača da kupe baš taj proizvod je poznata kao planirano obmanjivanje.

Ovakva praksa upravo dovodi do javljanja neetičnosti u samom poslovanju preduzeća a samim tim i u marketingu. Proizvođači mogu da tvrde da su potrošači uslovljeni takvim promenama i da bi trebalo oberučke da prihvate raznovrsnost ponude ili mogu da negiraju da je nizak kvalitet bio nameran.
U današnje vreme ubrzanog razvoja, a samim tim i velike i jake konkurencije, uspešne kompanije se  svakodnevno susreću sa izborom između poštenog i nepoštenog, etičnog i neetičnog  pristupa svojim klijentima i potencijalnim kupcima ili možda bolje reći odabiru pristup prema nama, „malim ljudima“.

Poslovne situacije često dovode u pitanje moralne dileme, a neizbežna pitanja sa kojima se susrećemo su: trebamo li primenjivati taktike koje  vrše pritisak na kupca ili narušavaju njegovu privatnost, trebamo li se preterano hvaliti ili skretati pažnju na loše strane naših najvećih konkurenata… Sva ta pitanja na jedan kraj stavljaju moral a na drugi kraj laku i brzu, što veću zaradu..

Etički kodeks

Etički kodeks predstavlja skup formalnih i neformalnih pravila, šema, propisa i dobrih običaja u poslovnom ponašanju. Etički kodeks je obavezno sredstvo osiguravanja etičkog odlučivanja i ponašanja u organizacijama i uglavnom se bavi pitanjima sukoba interesa, konkurencije, davanjem poklona...

Etičkim kodeksom najčešće opisujemo formalna (i neformalna) pravila, pozitivne propise kao i dobre običaje ( good practice) u nekom okruženju.

Takav skup normi služi kao dogovoreni okvir u kome bi trebali poslovati svi subjekti na nekom polju društvene delatnosti. Postoje primeri vrlo opštih, ali i vrlo specijaliziranih i detaljnih pravila ponašanja – poput Etičkog kodeksa državnih službenika. Kodeksa svakako ne manjka, ali možda ipak nedostaje njihove primene.

Etički kodeksi se razlikuju od etičkih pravila. Etička pravila uključuju i zahteve da se zaposleni na primer ponašaju na određeni način. U tom smislu etička pravila predstavljaju određeni način prinude. Za razliku od toga, etičkim kodeksima se pokušava podići viši moralni nivo. Međutim, nemoguće je pokriti sve etičke i neetičke oblike ponašanja unutar organizacije u jednom kodeksu. Menažeri bi trebalo da etičke kodekse shvate kao sredstvo koje treba s vremena na vreme usavršavati i menjati tako da bude korisna vodilja za donošenje efektivnih i efikasnih etičkih poslovnih odluka.

Činjenično je stanje da je nestrpljenje postalo kao modni hit, a ono što ga  prati jesu firme koje niču kao pečurke s osnovnim ciljem da preko noći steknu bogatstvo.

Realna situacija je da u finansijski oslabljenom području, kao što je ovo u našoj državi, mnogi ne mogu da se izbore da na pošten i korektan poslovan način...

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