The Ethics Of An Ethical Code - 1367 Words

An ethical code is a set of morals that a person or group determines to assist their own selves when it comes to decision-making. An ethical code is something that is pretty stable and should not vary based on the context of the situation. Some people form ethical codes that they follow on a micro level, such as only buying American made products from the grocery store, or they could be on a grander scale, such as how a CEO would lead a company. Most successful marketers have a similar ethical code that is the framework for their marketing efforts, but the variations and oversight of certain aspects of the marketing effort leads to a company’s inability to influence customers towards buying their product or service. An ethics code similar†¦show more content†¦Value-oriented framework is based on personal ethical problems such as honesty, autonomy, privacy, and transparency. Stakeholder-oriented framework is the way a decision can have an affect on a company’s s takeholders. And process-oriented framework deals with whether the marketing technique follows the main marketing categories (research, price, promotion, and placement) (â€Å"Statement†). The combination of the frameworks and how much weight they hold forms a marketing team’s ethical code. A company’s ethical code is heavily reflected in its marketing ethical code. For example, Abercrombie Fitch is an upscale casual clothing company who has a rich history of using young, in shape models in catalogues and to stand in front of the store to garner attention. Mike Jeffries, the former CEO of Abercrombie Fitch, came under a lot of scrutiny when he made a comment in 2006 stating, â€Å"We go after the cool kids. We go after the attractive, all-American kid with a great attitude and a lot of friends. A lot of people don t belong [in our clothes], and they can t belong. Are we exclusionary? Absolutely† (Lutz, 2013). This statement is the complete opposite of w hat you should do if you’re trying to influence potential customers to buy your clothing. It’s one thing to cater your products and