Marketinqdə əxlaq normaları və dəyərləri mövzusu vaxtaşırı marketoloqlar
tərəfindən müzakirə obyektinə çevrildiyini görürük.
Əxlaqa uyğun olmayan marketinq fəaliyyətləri, reklam yayınları, istehlakçıları
aldatma və s. kimi narazılıqlar həmişə ortaya çıxmış və təbii ki
çıxacaqdır. Consumerism hərəkatlarının başlanması da elə bu narazılıqların
etiraz səsi kimi yaranmış və inkişaf etmiş cəmiyyətlərdə önəmli rol
oynayır.
Consumerism və
Azərbaycanda vəziyyət barədə "Konsumerizm
(Consumerism) nədir? Azərbaycanda konsumerizm niyə aşağı səviyyədədir?" adlı bloq yazımda vaxtilə qısa fikirlərimi
paylaşmışdım.
İndi isə dünyada
ən böyük marketoloqlar birliyi olan American Marketing Association (AMA)-nın
Marketerlər üçün qəbul etdikləri etika normaları və dəyərlərini bu sahədə olan
məsləkdaşlarımla paylaşmaq istəyirəm. Oxuyunca görərik ki, bu sahədə söz sahibi
olan bir qurumun qəbul etdiyi əxlaq norma və dəyərlər tamamilə çağdaş və bu
sahədə yaranan problemlərin qarşısını almağa yönləndirici xüsusuiyyətdədir.
Qalır ki marketoloqların bu prinsiplərlə fəaliyyəti bu da onların VİCDANİ ZƏKA
VƏ DƏYƏR-lərinə bağlıdır və belə də davam edəcəkdir. Tərcüməyə gərək
bilmədən, dəyişdirmədən nəzərinizə çatdırmaq istədim.
Ethical Norms and Values for Marketers
The American Marketing Association commits itself to promoting the highest standard of professional ethical norms and values for its members(practitioners, academics and students). Norms are established standards of conduct that are expected and maintained by society and/or professional organizations. Values represent the collective conception of what communities find desirable, important and morally proper. Values also serve as the criteria for evaluating our own personal actions and the actions of others. As marketers, we recognize that we not only serve our organizations but also act as stewards of society in creating, facilitating and executing the transactions that are part of the greater economy. In this role, marketers are expected to embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiple stakeholders (e.g., customers, employees, investors, peers, channel members, regulators and the host community).
ETHICAL NORMS
As Marketers, we must:
1. Do no harm. This
means consciously avoiding harmful actions or omissions by
embodying high ethical standards and adhering to all applicable laws and
regulations in the choices we make.
2. Foster trust in the marketing system. This means striving for good faith and fair dealing so
as to contribute toward the efficacy of the exchange process as well as
avoiding deception in product design,pricing, communication, and delivery of
distribution.
3. Embrace ethical values. This
means building relationships and enhancing consumer confidence in the integrity
of marketing by affirming these core values: honesty, responsibility,
fairness, respect, transparency and citizenship.
ETHICAL VALUES
Honesty – to be forthright in dealings with customers
and stakeholders. To this end, we will:
·
Strive to be
truthful in all situations and at all times.
·
Offer products of
value that do what we claim in our communications.
·
Stand behind our
products if they fail to deliver their claimed benefits.
·
Honor our explicit
and implicit commitments and promises.
Responsibility – to accept the consequences of our marketing decisions and strategies. To this end, we will:
·
Strive to serve the
needs of customers.
·
Avoid using
coercion with all stakeholders.
·
Acknowledge the
social obligations to stakeholders that come with increased marketing and
economic power.
·
Recognize our
special commitments to vulnerable market segments such as children, seniors,
the economically impoverished, market illiterates and others who may be
substantially disadvantaged.
·
Consider
environmental stewardship in our decision-making.
Fairness – to balance justly the needs of the buyer with the interests of the seller. To this end, we will:
·
Represent products
in a clear way in selling, advertising and other forms of communication; this
includes the avoidance of false, misleading and deceptive promotion.
·
Reject
manipulations and sales tactics that harm customer trust.
Refuse to engage in price fixing, predatory pricing, price gouging or “bait-and-switch” tactics.
Refuse to engage in price fixing, predatory pricing, price gouging or “bait-and-switch” tactics.
·
Avoid knowing
participation in conflicts of interest.
Seek to protect the private information of customers, employees and partners.
Seek to protect the private information of customers, employees and partners.
Respect – to acknowledge the basic human dignity of all stakeholders. To this end, we will:
·
Value individual
differences and avoid stereotyping customers or depicting demographic groups
(e.g., gender, race, sexual orientation) in a negative or dehumanizing way.
·
Listen to the needs
of customers and make all reasonable efforts to monitor and improve their
satisfaction on an ongoing basis.
·
Make every effort
to understand and respectfully treat buyers, suppliers, intermediaries and
distributors from all cultures.
·
Acknowledge the
contributions of others, such as consultants, employees and coworkers, to
marketing endeavors.
·
Treat everyone,
including our competitors, as we would wish to be treated.
Transparency – to create a spirit of openness in marketing operations. To this end, we will:
·
Strive to
communicate clearly with all constituencies.
·
Accept constructive
criticism from customers and other stakeholders.
·
Explain and take
appropriate action regarding significant product or service risks, component
substitutions or other foreseeable eventualities that could affect customers or
their perception of the purchase decision.
·
Disclose list
prices and terms of financing as well as available price deals and adjustments.
Citizenship – to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders. To this end, we will:
·
Strive to protect
the ecological environment in the execution of marketing campaigns.
·
Give back to the
community through volunteerism and charitable donations.
Contribute to the overall betterment of marketing and its reputation.
Contribute to the overall betterment of marketing and its reputation.
·
Urge supply chain
members to ensure that trade is fair for all participants, including producers
in developing countries.
IMPLEMENTATION
We
expect AMA members to be courageous and proactive in leading and/or aiding
their organizations in the fulfillment of the explicit and implicit promises
made to those stakeholders. We recognize that every industry sector and
marketing sub-discipline (e.g., marketing research, e-commerce, Internet selling,
direct marketing, and advertising) has its own specific ethical issues that
require policies and commentary. An array of such codes can be accessed through
links on the AMA Web site. Consistent with the principle of subsidiarity
(solving issues at the level where the expertise resides), we encourage all
such groups to develop and/or refine their industry and discipline-specific
codes of ethics to supplement these guiding ethical norms and values.
Mövzu ilə əlaqədar digər yazılar:
Konsumerizm (Consumerism) nədir? Azərbaycanda konsumerizm niyə aşağı səviyyədədir?
Mövzu ilə əlaqədar digər yazılar:
Konsumerizm (Consumerism) nədir? Azərbaycanda konsumerizm niyə aşağı səviyyədədir?
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