Ethical issues in marketing: A conceptual approach
Dr. K Kalyan Chakravarthy
In modern times, marketing means learning from customers, listening to customers and transforming the organisation around customers. India is emerging as a large market for a number of goods and services such as consumer goods, durables, financial services, education, healthcare, tourism, telecommunication etc. The return of the multinationals such as Coca-Cola & IBM to India and entry of many other MNCs such as General Electric, Pepsi, Motorola, Procter & Gamble, Nokia, LG, Sony, Ford, Hyundai and Samsung clearly moves that India has a vast market, rising incomes a booming middle class, rising rural elites with adequate purchasing power, offering long term opportunities for Indian as well as foreign industries. In the present days of intense competition, many companies focus too much on increasing sales volume, market share and profit, even at the cost of consumer satisfaction. Marketers adopt an aggressive sales approach in selling unsought or unwanted goods. Many trade associations and their apex bodies like FICCI, ASSOCHAM, IMC, AIMO and ASCI have adopted code of ethics for their members.