Ethics in Marketing

This research will focus on the topic of ethics in marketing. An attempt will be made to provide a philosophical point of view. Following the introduction section of this paper will be a summary of relevant opposing articles and a summary of relevant articles. Where possible, these summaries will include the author's credentials, along with quotes and critique. There will also be a section, devoted to current related developments (current news items). There will also be recommendations that will include opinions and reasons why these opinions are held. The concluding section of the research will discuss the future (legislation, public opinion).

For the purposes of focusing this research paper on ethics in marketing, one major relevant topic related to the topic of ethics in marketing was selected to serve both as a focus of the ethics in marketing debate and to provide a concrete example for analysis. There were numerous ethics in marketing topics available from which to choose. Current debate on marketing and ethics includes cigarettes, alcohol and the advertising of professional services. For the purpose of this paper, the focus will be on alcohol.

With regards to the ethics of marketing and alcohol, there is a spectrum of opinion. This ranges from those who say that alcohol is bad for the health (leading to alcoholism) and should not be consumed or advertiser to those who feel that alcohol is no different from any other product and should be a

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of producers who advertise. Indeed, the Berry article is telling advertisers to look towards different types of marketing for alcohol as an alternative to the traditional mass media advertising (Berry, 1985). Current Related Developments According to Gail Bronson of U.S. News and World Report, the times are sobering for American alcoholic beverage makers because of changing consumer tastes and lifestyles, along with growing concern about alcohol abuse and drunk driving. One result of this change in American attitudes is that the sales of alcoholic beverages are likely to be lower in coming years. After decades of steady growth, beer consumption decreased in the 1980s. Alcohol beverages such as Scotch, bourbon and blended whiskeys have been in decline since 1978. only the white table wines and sparkling wines have shown increased consumer consumption. This trend towards moderation in drinking is part of the current interest in self-improvement and health, which may be evidenced by the shift towards the light beers. There are fewer calories in the light beers, an appeal to the health-conscious. An even greater appeal to the health consciousness comes from Moussy, a beer from which the alcohol has been removed. Moussy sal

Category: Business - E