Ethical Marketing in the Evolution of Corporate Marketing Concepts Essay

Ethical Marketing Essay in the Evolution of Corporate Marketing Philosophy

You must have come across essays in many parts of your personal growth, and essay writing improves our ability to synthesize and apply what we have learned. What kind of dissertations have you seen? The following is my collection of ethical marketing thesis under the evolution of corporate marketing concepts, which is only for reference, welcome to read.

Ethical marketing under the evolution of corporate marketing concepts Essay 1

Abstract:

The development of the times makes the marketing concepts continue to progress, from the earliest marketing concepts centered on the interests of the enterprise to marketing concepts centered on the interests of the consumer, and ultimately the development of the concept centered on the long-term interests of society. The marketing concept that can truly reflect the long-term interests of society is ethical marketing. The implementation of ethical marketing strategies and tactics will certainly promote the fulfillment of the moral needs of enterprises and consumers, and promote social harmony and development.

Keywords:

marketing; marketing concept; evolution; ethical marketing

Marketing concept, also known as the marketing concept is the guiding ideology, way of thinking and philosophy that guides the marketing activities of enterprises. Its essence is how to deal with the interests of enterprises, consumers and society. If in the marketing activities, look at the enterprise's own interests, it is the marketing concept centered on the interests of the enterprise, if the interests of the consumer, it is the marketing concept centered on the interests of consumers, similarly, if the long-term interests of society, it is the marketing concept centered on the long-term interests of society. The three marketing concepts show the following evolution.

1. The concept centered on the interests of the enterprise

This concept includes three concepts: the production concept, the product concept and the marketing concept.

1.1 production concept

The late 19th and early 20th centuries, when in the context of the "seller's market", the product is in short supply. Enterprises produce products, not to worry about sales, as long as the enterprise is at ease to engage in production, improve production efficiency can be. Enterprises in the marketing to follow the "we produce what products, on what products to sell" concept, enterprises only pay attention to the improvement of production efficiency and do not care about the needs of consumers. In the market situation where demand exceeds supply, this concept is able to work, but once the market supply and demand situation changes out of the oversupply situation, this concept will not be able to successfully realize the sales of products.

1.2 The product concept, also in the late 19th and early 20th centuries, companies in the marketing process found that, sometimes, high quality products are easier to sell, as long as the quality of the product is guaranteed, it will be able to make a profit. Therefore, the core of business marketing lies in the improvement of product quality, and follows the concept of "we only sell high quality products" in business. This concept sees the importance of product quality, but the marketers did not find that the product is ultimately to meet a certain consumer demand, to help consumers to solve some of the problems of this nature, once the consumer's preferences have shifted, the quality of their own products and then the high quality of consumers will not go to buy. Especially for today's very abundant supply of products.

1.3 The concept of sales promotion

In the 1920s and 1930s, there was an economic crisis in capitalism, and many products could not be sold successfully. At this time, many businessmen found in practice, product sales is the result of enterprise efforts to take some marketing and promotional means, the focus of enterprise marketing is to sell, and firmly "we produce what we try to sell" marketing concept. This concept sees the important role of marketing and promotion on product sales, but still does not recognize that consumers buy a product because there is a certain demand for this point. They are still looking at the problem from the perspective of the company itself, not from the perspective of the consumer.

2, the concept of consumer interests as the center

To the 1940s and 1950s, the Second World War has ended, on the one hand, many military technology one after another civilization, so that the enterprise production efficiency is greatly enhanced, production capacity has greatly improved, able to produce to meet the needs of customers of a variety of products. On the other hand, people cherish the hard-won peaceful environment, the western countries generally adopted the "high welfare, high treatment" policy, people have money, purchasing power greatly increased, and began to pay more attention to their own personalized needs, able to choose their favorite goods in a large number of goods. The goods that satisfy their individual needs are purchased, and those that do not satisfy them are not purchased.

Consumers dominate the trading relationship between buyers and sellers, businesses must produce products according to consumer demand, follow the "what customers need, what we produce to provide" marketing concept, consumer demand is to determine the fundamental factors of product supply. Marketing has become a process to profit from the fulfillment of consumer demand.

This concept affirms the dominant position of consumers, and is conducive to the satisfaction of consumer demand. However, there are some problems with this concept, for example, to meet customer demand will lead to waste of resources, environmental pollution and other issues, the satisfaction of the consumer's temporary interests may be at the expense of the long-term interests of future generations. In addition, there are legitimate and positive consumer needs as well as illegitimate and negative ones, and companies cannot satisfy any consumer needs. Therefore, by the 1960s and 1970s, a new marketing concept was born, that is, the marketing concept centered on the long-term interests of society.

3. The concept of focusing on the long-term interests of society

This concept emphasizes that in the process of marketing, enterprises should first pay attention to the long-term interests of society, and then consider the interests of consumers, and finally consider the interests of enterprises. The profitability of an enterprise in business is based on meeting the long-term interests of society and the interests of consumers. So, what kind of marketing is really satisfying the long-term interests of society? It is ethical marketing! Moral marketing is the "moral" marketing, is to promote morality, advocate dedication and pay a marketing concept. Only everyone moral, everyone loves to give, social wealth will increase, social harmony, in line with the direction of long-term development of society.

In the 21st century, morality is the most scarce resource, based on the enhancement of moral literacy to achieve the satisfaction of social interests and social development is the responsibility of moral marketing. We know that green marketing is a kind of marketing concept centered on the long-term interests of the society, and enterprises emphasize the green and ecological orientation in marketing to meet the needs of social environmental protection, meet the green needs of consumers, and adopt green product strategy, price strategy, distribution strategy, and promotion strategy. But what kind of enterprise will adopt green marketing? It must be the enterprise that cares for the society, loves the environment and has noble moral sentiment, that is to say, green marketing is also a form of moral marketing. The concept of marketing centered on the long-term interests of society is ultimately embodied in ethical marketing.

4, the concept of ethical marketing

4.1 Ethical marketing is the real long-term interests of society as the center of the marketing concept

Consumption is through the consumption of goods to meet the needs of consumers in the process of need, and the need for the existence of a state of scarcity within the consumer, a sense of deprivation, then the consumption of goods through the consumption of the elimination of the consumer's lack of state of want, the sense of scarcity, then the consumption is to eliminate the consumer's lack of state of want. Eliminate the process of consumer's scarcity state sense of scarcity. If we compare the state of scarcity and the sense of lack that exists in the heart of consumers to a "pit", commodities are the "landfill" of this "pit", and consumption becomes a process of eliminating consumers' sense of scarcity through the purchase of commodities. Consumption becomes a process of filling the "pit" that exists in the mind of the consumer through the purchase of commodities as "landfill". Marketing is a process of profiting from consumer consumption, that is, by allowing consumers to buy our commodities "landfill" to bury the "pit" and thus the process of profiting.

The concept of centering on the interests of the consumer focuses on meeting consumer needs to profit, is not the same as based on the consumer's heart of the "pit" of the landfill to profit? Business marketing is not the hope that consumers find not yet filled the "pit", and even continue to dig the heart of the "pit" to achieve the purpose of profit? Does it objectively create the adverse effect of making consumers constantly pursue "landfills" to fill up "pits", and obtain temporary happiness by constantly possessing and demanding? This is not the pursuit of long-term interests of society as the center of the marketing concept runs counter to it? Therefore, the real marketing, the real marketing concept centered on the long-term interests of society should be moral marketing.

Ethical marketing is to change the consumer to possess and demand goods "landfill" to obtain temporary happiness and balance of the rules of the game, advocate through the dedication and pay to obtain a more permanent and more real happiness of the game norms. Ethical marketing focuses on improving the moral quality of enterprises and consumers, and in this way to maximize the long-term interests of the community, is the embodiment of the real long-term interests of the community as the center of the marketing concept.

4.2 Implementation of ethical marketing

The implementation of ethical marketing needs to be reflected through ethical marketing strategy and ethical marketing tactics.

4.2.1 Ethical Marketing Strategy Ethical marketing strategy is embodied in two aspects: target marketing strategy and competitive strategy. In terms of target marketing strategy, enterprises need to be based on the differences in the moral needs of consumers, market segmentation of consumers, choose the segmentation of the moral needs of the obvious as their own target market, and then through the market positioning to shape their own unique ethical image, for the development of ethical marketing activities to point out the direction of the direction and goals. In terms of competitive strategy, in the face of competitors, businessmen will focus on how to better help consumers to improve their own ethical needs, rather than focusing on how to compete with competitors and defeat them. Emphasis is placed on working with competitors, *** with making the industry bigger and stronger, and *** with working to improve their own ethics and business literacy.

4.2.2 Ethical Marketing Strategy Ethical marketing strategy can also be reflected in the four aspects of product strategy, price strategy, distribution strategy and promotion strategy.

(1) Ethical product strategy. Consumer interest-centered marketing concept that the product is to meet customer needs and solve a problem faced by consumers, while ethical marketing emphasizes that the product is a carrier of morality. Consumers choose a product, not only because the product can meet their own needs, but also because the product is a symbol of their own moral qualities to improve, representing a recognition of their own moral beliefs. Moral marketing enterprises in addition to clear the nature of the product, but also in the product packaging, product branding and product services to meet the moral needs of consumers.

(2) ethical price strategy. Price reflects the cost that consumers pay in the process of buying a certain product. Ethical price strategy must be to avoid inflated, real . A price display. Avoid artificially high prices to shape the image of high-end, so that consumers to pay for their own face, but also to avoid the implementation of the implementation of the actual cost difference does not reflect the difference in boasting differential pricing.

(3) Ethical distribution strategy. Distribution strategy reflects the nature of where the product is sold to make it easier for customers to buy. In the process of determining the distribution method, based on consumer preferences to determine, as far as possible, to provide consumers with shopping convenience. In the process of cooperation with intermediaries or distributors, also pay attention to the principle of morality, choose high moral quality intermediaries or distributors, and strive to provide more value to consumers with intermediaries and distributors, *** with the satisfaction of the moral needs of consumers.

(4) Ethical promotion strategy. The essence of promotion lies in the communication with consumers. Moral promotional strategy to shape and promote a good moral image in advertising, personnel marketing, public relations and sales promotion. Especially in the implementation of the promotional strategy, do not try to take advantage of people's greed, comparison and show off the heart to achieve the purpose of promoting the product, but strive to let consumers in the promotional activities because of touching the inner moral conscience to receive our products.

5. Conclusion

With the development of the times, corporate marketing concepts continue to evolve, from the marketing concept centered on the interests of enterprises to the marketing concept centered on the interests of consumers to the most advanced marketing concept centered on the long-term interests of the community. But the marketing concept that can truly reflect the long-term interests of society is ethical marketing. Moral marketing advocates to meet people's moral needs, emphasizing that enterprises and consumers get happiness through dedication and giving. If everyone gives, everyone loves to give, it will promote the development of society and social harmony, and really maximize the long-term interests of society.

References

[1]Duan Junping. The Disciple's Rules is a reassuring soup for enterprises[J]. Modern enterprise culture (upper), 2015, (04): 46-48.

[2]Gao Ran. Summary of the current situation of ethical marketing research and practice in China [J]. Business Manager, 2015,(26):250.

[3]Ji Feng. Moral marketing analysis [J]. Business, 2015(10): 109.

Moral marketing under the evolution of corporate marketing concepts Essay Part 2

I. Ethics, morals, customs and habits in traditional Chinese legal culture

Traditional Chinese culture is rich in content, which contains a lot of excellent components. Our traditional legal culture is as brilliant as the stars, glittering, such as the inheritance of thousands of years of harmonious ideas; ancient developed legislative technology and its specific norms; proof of ancient honesty and integrity of the monitoring system and the "five hear" litigation system, etc., in addition to the "rites and laws of comprehensive social governance In addition, there is also the comprehensive social governance model of "both rituals and laws"; the "mixed law" model that juxtaposes the enactment of laws and civil laws; the law-abiding concepts of "the law does not favor the nobility" and "there is no hierarchy in punishment"; and the judicial concept of "the rule of law" and "the rule of law". The concept of law-abidingness; the humanitarianism of "prudent punishment and compassionate prison" in the administration of justice, and so on. It can be seen that our country is a country with a tradition of unity of rites and laws and a long history of homogenization of morality and law, and that the influence of many non-legal factors on the administration of justice has a long history and remains entangled to this day. For example, customs and practices, as important manifestations of traditional folk legal norms, have influenced and continue to influence and constrain people's daily behavior, both in the past and in the present. In both traditional and modern China, such civil legal norms are widespread. As people's social life in the "living law", custom, practice like a human landscape, from south to north, from east to west. Although they take different forms, they are y rooted in civil society. For the civil society, long-term habits, practices, the atmosphere of the inculcation, seems to be born with a kind of lingering complex. Strictly speaking, this kind of civil legal norms is not "law", but there is no denying its actual influence on the whole society, especially on the field of daily life; that is to say, this kind of behavioral patterns and legal views accumulated in China's traditional legal system and culture have become the preferred choice for adjusting social relations and resolving social disputes in the social life of people for a long time. In other words, this mode of behavior and view of law accumulated in the traditional Chinese legal system and culture has long been the preferred mode for people to adjust social relations and resolve social disputes in social life. Mr. Qiang Shigong once did a survey on debt collection cases in northern Shaanxi Province. Mr. Qiang frankly said: in the investigation process, can always feel the civil rules in which plays an important role, we "must not turn a blind eye to the civil rules, in the process of promoting the rule of law, if they can be used as a resource, is conducive to the construction of the rule of law. I come from the countryside, once home had encountered such a thing: at that time, my family to sell a real estate, my father asked me to draft a document, I related to their own knowledge of the first to formulate a contract, but the parties, including my father, are not recognized. They thought that in the countryside another form should be used - a written contract. So, I changed the contract into a written contract according to the way they approved. From this, I vaguely feel the irreplaceable influence of custom and practice as civil norms in civil society. As Prof. Su Li clearly pointed out, "In China's pursuit of the rule of law, perhaps the most important thing is not to copy the Western legal system, but to pay attention to the role of those in Chinese society, perhaps not insignificant habits, practices, and to pay attention to the legal system that has proved to be effective through people's repeated games."

The influence of ethics, morals, customs and practices on the judicial trial

It should be recognized that, in the judicial trial of ethics, morals, customs and practices should adhere to the principle of limited application under strict conditions, not only to play its role in complementing the law, to overcome the limitations of the codified law, and to safeguard the justice of the law; and also to prevent the judge from subjective The first step is to prevent the judge's arbitrary infringement of the judicial justice.

First of all, the application of ethics, morals, customs and habits in the judicial trial is mainly the application of the principle of public order and morality in the civil field. As one of the important basic principles of civil law, the principle of public order and good customs, the author believes that it should be interpreted as follows: first of all, the public order, refers to the public **** order, refers to the existence of the national society and its development of the necessary general order; second, good customs, refers to the good customs, refers to the existence of the national society and its development of the necessary general morality. Public order and good morals refers to the civil subject's behavior should abide by the public **** order, in line with the good customs, shall not violate the national public **** order and social morality, is the public **** order and the good customs of the collective term, is in the tone of the freedom of the law, from the outside of the law, the limitations imposed on. The principle of public order and good morals was established at the beginning of the civil law to limit the freedom of contract, but nowadays it is regarded as a general principle in the field of private law on a par with the principle of good faith: the exercise of rights and the fulfillment of obligations in private law are considered to be justified only within this scope. The principle of good faith is in the tone of legal freedom, from within the law to adjust the rights and interests between the parties to repair, and public order and morality is in the same tone, from the outside to limit it.

Secondly, the application of the principle of public order and good morals on the positive impact of the judicial trial: the statutory law to make up for the gap, the maintenance of the value of justice. On the one hand, the written law has limitations and lagging: can not make detailed and exhaustive provisions of social life, especially the complexity, diversity and unpredictability of civil behavior. Therefore, it is necessary to introduce ethics, morals and customs to supplement the statutory law, which is particularly important in the civil field. On the other hand, ethics and customs itself reflects the law on the pursuit of justice, showing the influence of society as a whole on the behavior of individuals and restrictions, which means that people are not only individual, but also a social responsibility, to fulfill the social obligations of the main body, in terms of civil activities, that is, to comply with the public **** order and respect for the good customs.

Again, the application of the principle of public order and good morals on the negative impact of the judicial trial: due to ethics, customs and habits itself has a high degree of uncertainty, because the principle contains the discretionary factors of the judge, with great flexibility, the judge may be completely in the name of the principle of public order and good morals in contravention of the statutory law for the judgment and infringement of judicial justice. Therefore, it is necessary to make strict conditions for its application, at least the following two conditions should be met: First, in fact, there must be involved in the public order and good customs of society. Second, the legislation, there must be ambiguous or unspecified circumstances; third, the judgment standard should be based on individual cases, but in general, it should be the standard of the community rather than personal standards, should come from the public *** with the recognition, not just the judge's inner proof.

In conclusion, the principle of public order and good morals has been introduced into the judicial trial, on the one hand, overcoming the limitations of the written law, and upholding legal justice, on the other hand, it may be due to the judge's subjective arbitrariness violating the justice, we should adhere to the attitude of discernment, and adhere to the principle of limited application under strict conditions.

References:

[1]Zhu Suli. The Rule of Law and Its Indigenous Resources [M]. Beijing:China University of Political Science and Law Press, 1996.

[2]Zhu Suli. Sending the Law to the Countryside--Research on China's Grassroots Judicial System [M]. Beijing:China University of Political Science and Law Press, 2000.

[3]Qu Tongzu. Chinese law and Chinese society [M]. Beijing:Zhonghua Shuju, 2003.

[4]Xu Xianming. The General Theory of Citizen's Rights and Duties [M]. Beijing:Mass Publishing House, 1991.

[5]Xu Zhongxin. The basic spirit of Chinese legal tradition [M]. Jinan:Shandong People's Publishing House, 2001.

[6]He Qinhua. Transplantation and localization of law [C]. Beijing:Law Press, 2001.

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[8]Xianyi. Chinese legal system history [M]. Beijing: Higher Education Publishing, Society of Peking University Press, 2000.

First, the main factors affecting China's corporate marketing ethical level of inquiry and analysis

(a) the influence of China's corporate marketing ethical level of the factors of the market within the factor

1. As we all know, the market factor refers to the corresponding China's social and economic development to a certain level of the basic conditions, in essence, refers to the degree of development of the enterprise market system and the actual development of the enterprise market mechanism, as well as the corresponding enterprise market supply and demand situation and other market trends. When the enterprise market system is gradually mature and the enterprise market mechanism is gradually perfect, the enterprise market fair competition and the corresponding enterprise product production integrity trading principle both will have certain development space. It should be emphasized that, when the enterprise market into the supply exceeds demand trend development, this time the enterprise product market competition will be increasingly intense, enterprise product competition behavior will receive peer-related business concerns and consumer constraints. At this time, if the enterprise market factors to be reasonably optimized for China's enterprise market influence moral infrastructure to provide a better market environment.

2. On the other hand, the unsoundness of the enterprise market system and the relative imperfection of the enterprise market mechanism are also one of the key elements of the market factors, the equal exchange of products and the fair competition of the enterprise is gradually being distorted and the essence of the reversal of the conversion. Another situation is that when the enterprise market into the trend of supply and demand development, the enterprise production of products have sales, this time the market competition is declining, such poor quality enterprise market factors will, to a certain extent, lead to some enterprises will be through the product monopoly to carry out non-moral market competition, which does not take into account the peer economic benefits and consumer interests.

(B) the impact of China's corporate marketing ethical level of cultural factors

It should be understood that we in the construction of corporate marketing ethics to cultural training and improve the quality of corporate production culture key link. Regardless of what kind of enterprise, it will be in the specific social and cultural survival and development will be to a certain extent by the relevant social and cultural constraints and social and cultural impact. The more common phenomenon is that some enterprises with high cultural quality and can effectively identify the beauty and ugliness, moral non-moral and civilized corruption, etc., it is able to effectively resist and constrain the more corrupt culture, which will absorb the excellent social enterprise culture based on shaping the excellent culture so as to achieve the main purpose of improving the level of corporate marketing ethics.

Second, the main countermeasures to improve the basic level of corporate marketing ethics analysis and discussion

1. Establishment of relevant laws and regulations, and then set up monitoring and inspection agencies and law enforcement agencies on this basis. The more correct approach is to enhance consumer self-consumption protection awareness, and to strengthen the majority of consumer structure group system construction efforts. Because most of the consumers in China are weak in their own protection awareness, while their product consumption awareness is also relatively lack of consumers do not know what way to protect their rights and interests. So we should increase the awareness of consumer protection of consumer rights and interests to publicize efforts to protect their own group play at the same time to make the Consumer Protection Association in this consumer process to play its basic role.

2. Establish the people's weight group social marketing concept, as a prerequisite for focusing on creating a good moral atmosphere of China's corporate marketing. The purpose of this article is to require the general public to establish a scientific and reasonable social marketing concept, and on this basis to form a good business marketing moral atmosphere. The basic concept of modern social marketing that we have to carry out the process of enterprise marketing ethics will be the main needs of consumers and long-term interests and the interests of the relevant enterprises for trade-offs, mainly including the cultivation of the concept of human nature and the establishment of the concept of consumer consumption and the corresponding ecological mandatory concept of input and so on. The essence of what we usually refer to as China's corporate marketing ethics is to harmonize the interests of the three parties, namely, product manufacturers, consumers and the corresponding social interests. To summarize, enterprises should follow the socialist marketing ethics in China, in the pursuit of the enterprise's own interests, but also to meet consumer demand for the main production goals and marketing objectives.

Third, conclusion

Broadly speaking, China's marketing activities is a basic social behavior of China's enterprises, we need to understand, no matter what kind of enterprise marketing type and enterprise marketing behavior, the specific social evaluation standards are reasonable need a scientific and effective evaluation standards and evaluation strategy. To put it in another way, the evaluation standard is usually described as marketing ethics. In this paper, for the current situation of China's corporate marketing, China's corporate marketing ethics problems are analyzed in detail and elaborated and discussed the specific implementation of countermeasures, and hope that the development of China's marketing industry to contribute to a force.

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