Directly the concept of ethics defines a certaina set of unwritten rules, taken conditionally for execution in a particular society. It is clear that in this case we are not talking about laws that are mandatory for execution under threat of punishment, but also ethical norms are accepted for execution in society by people socially responsible. Undoubtedly, a certain set of ethical norms exists in all spheres of human life, including in trade and economic relations. So there are trade codes that are adopted by certain international organizations, for example, the International Chamber of Commerce, which determine the order of interactions in the field of entrepreneurship, competitive relationships, marketing and other areas.
Socio-ethical marketing is an indicator of a healthy society
Such a concept as social and ethical marketingdetermines the degree of responsibility of business, in particular, and society, in general, to citizens and consumers. It is clear that existing, as a rule, non-profit and non-governmental (some and state) organizations must promote their services in the society through a variety of marketing methods in order to achieve the goals set in the statute. I am sure that many of us paid attention to television on so-called social advertising. Whatever the background in general regarding advertising in the society (annoying, interrupting telecasts), but everyone understands that such marketing in the social sphere is necessary and justified. The state should actively promote socially significant brands and ideas. No less active in this should participate and non-governmental organizations. Suppose there is a fund that can help the hard of hearing, but it does not conduct an active advertising policy. How can people who need help know about him? There is no doubt that in a socially-oriented society marketing in the social sphere should be present in the politics of large and not very commercial structures. This refers to support for the poor, children, people with disabilities, etc.
Ethics in the relationship between the seller and the buyer
Socio-ethical marketing does not meanonly interaction with the whole society (or its part, for example, children), but also with each specific consumer of services or any products. The social basis of marketing in this case extends to the relationship in the policy of each individual company or even the manager to the clients. For example, you can analyze the following everyday situation. As a rule, when signing relatively expensive transactions a contractual agreement is concluded. Any representative of the business understands perfectly that the vast majority of consumers, if it is certainly not VIP-persons, are not well versed in jurisprudence and in the nuances of the contract may not understand, more precisely in the consequences of its signing. For this reason, social and ethical marketing involves the exclusion of any technique that allows you to make additional profits or put the client in more severe conditions, for example, lending. Naturally, from the legal point of view, this kind of action by companies or individual managers is not a violation, since the opportunity to read the contract is naturally provided. Another thing that is known in advance - many will not do this, as a result, will sign. It is for this reason that the social basis of marketing should be cultivated among companies, suppliers of products and, first of all, services. It is this attitude that characterizes a truly healthy society.