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2011, vol. 5, br. 1, str. 335-354
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Etički izazovi u marketingu
Ethical challenges in marketing
Sažetak
Savremeni koncepti marketing filozofije smatraju etičnost kao način razmišljanja, funkcionisanja i delovanja kompanija. Etičnost direktno utiče na imidž kompanije u javnosti i u njenom poslovnom okruženju. Osnovno pitanje etičnosti i poslovanja je: 'da li etičnost koči ili podstiče efikasnost poslovanja?'. Poslovna etika u marketing konceptu ima strateško značenje u organizaciji, utemeljena je na etičkim principima koji omogućavaju organizaciji da kvalitetno odgovori na potrebe i zahteve svih potencijalnih kupaca, zaposlenih i vlasnika kapitala. Marketing etiku karakterišu principi, vrednosti i standardi marketinške filozofije. U praksi manji broj preduzeća ili organizacija zadovoljava etičke principe. Većina preduzeća nema etički kodeks usmeren na unutrašnje odnose, odnose prema potrošačima ili korisnicima usluga, konkurenciji i ukupnom okruženju. Savremene tehnologije uslovljavaju nov način poslovanja preduzeća koje je usmereno na globalnu konkurenciju. Uspešne organizacije su one koje ne odvajaju etičnost od profitabilnosti, koja im ne smeta za uspešno poslovanje. Praktična primena etičkih principa u poslovnom svetu ključni je problem poslovne etike. Poslovnu etiku karakteriše aktivnost između težnje za profitom i čistih etničkih principa kao što su istina, prijateljstvo, pravednost očekivanja društva, poštene konkurencije, oglašavanja društvenih odgovornosti, odnosa s javnošću, ponašanja preduzeća u zemlji i inostranstvu. Postojanje značajnih razlika u zakonima mnogih zemlja i etički principi vrlo su značajni za marketing koncept preduzeća. Mnoga istraživanja ukazuju da postoje različita shvatanja, u kulturi, veri, okruženju i mnogim običajima i pravilima, koja su često velike razlike koje uslovljavaju prilagođavanje adekvatnih strategija za ciljna tržišta. Posebno je važno stvoriti adekvatnu strategiju marketing miksa na etički karakterističnim tržištima. Nefleksibilno preduzeće karakteriše neetičnost koja ima negativne efekte na profitabilnost preduzeća, pad popularnosti, smanjenje tržišnog učešća i profita.
Abstract
The modern concepts of marketing philosophy consider ethics as a way of thinking and acting company functioning. Ethics directly affect the public image of the company and its business environment. The basic question of ethics and business is: 'whether inhibitory or promotes ethical business efficiency?'. Business ethics in the marketing concept has a strategic importance in the organization, based on ethical principles that enable the organization to meet the needs of quality and Requirements of all potential customers, employees and shareholders. Marketing ethics is characterized by principles, values and standard marketing philosophy. In practice, few companies or organizations meet ethical principle. The most of the companies don't have a code of ethics focused on internal relations, relations to customers or clients, competitors and the overall environment. Modern technologies result in a new way of business that is focused on global competition. Successful organizations are those that do not separate ethics from profitability, which doesn't stand in the way of successful business. The use of practical ethical principles in the business world is the key issue of business ethics. Business ethics are characterized by activity among aspirations for pure profit and ethnic principles such as truth, friendship, justice expectations of society, fair competition, advertising social responsibility of public relations, conduct business at home and abroad. The existence of significant differences in the laws of many countries and ethical principles are very important for the marketing concept of the company. Many studies indicate there are various opinions, culture, religion, environment, and many customs and rules that are often large differences that result in adequate adaptation strategies for target markets. It is very important to create the appropriate marketing mix strategy characteristic of ethical markets. Not flexible business ethics is characterized by not having a negative effect on the profitability of the company, the fall in popularity, the reduction of market share and profits.
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