Marketing Adverse Effects

Marketing Adverse Effects

“An orthodox view in marketing ethics is that it is morally impermissible to market goods to specially vulnerable populations in ways that take advantage of their vulnerabilities” (Palmer & Hedberg, 2013, p. 403). Brenkert’s position in “Marketing and the Vulnerable,” offered the first utilitarian view that targeting vulnerable people, as the target audience is unethical and can cause adverse impacts upon their self-esteems (Arnold, Beauchamp, & Bowie, 2013). According to Brenkert, any product or service being offered should only communicate a fair and true view upon what is being sold (Arnold et al., 2013). Various methods of attracting customers used by marketers allow them to be able to obtain work. One way marketers are able to accomplish this is by offering something that the customers may desire; however the product itself may not actually do what it says it will (Palmer & Hedberg, 2013). For example, a company who offers a product that supposedly is full of health benefits and is great for the body, but still not actually have any proven facts documented in data showing that the product is in fact healthy or not.

Brenkert does not support particular types of marketing, like the example shown above; because he feels this type of marketing process will target innocent people (Arnold et al., 2013). In essence marketers that make claims that a product is a certain way and will do specific things for its purpose, without actual studies being held to prove whether or not it is factual claims or not, can cause some issues to occur in the long run (Palmer & Hedberg, 2013). It seems what Brenkert is referring to is that in due time customers may come to realize that what have been claimed to be may actually turn out to not be true, in turn causing the company to have a higher probability for failure to occur . Brenkert acquired his particular viewpoint from gather information from a few well-known marketers, like Philp Kotler (Arnold et al., 2013). Kotler has quite a few supporters behind him; due to his ethical beliefs and reasons. Others aren’t quite on board as they