Examining Marketing Mix From an Ethical View: A Field Research on Marketing Executives

İşletmelerin dışa açılan en önemli işlevi olan pazarlama, etik olmayan uygulamaların da en çok yaşandığı işletme işlevlerinden biridir. Pazarlama yöneticilerinin pazarlama karmasının ürün, fiyat, dağıtım ve tutundurma öğeleri ile ilgili alacağı kararlar ve yerine getireceği faaliyetler pazarlama bölümünün ve dolayısıyla işletmenin etik açıdan değerlendirilmesini etkileyecektir. Bu çalışmanın amacı pazarlama yöneticilerinin pazarlama karması karar ve faaliyetleriyle ilgili etik bakış açılarını araştırmak ve sektör karşılaştırması yapmaktır. Çalışmada ilk olarak pazarlama etiği ile ilgili literatür incelenmiştir. Daha sonra pazarlama yöneticilerinin pazarlamayla ilgili etik bakış açılarının ve sektörel bir karşılaştırmanın ortaya konması için farklı işletmelerde çalışan pazarlama yöneticileri üzerinde bir anket çalışması tasarlanmış ve pazarlama karmasının öğelerine göre pazarlama yöneticileri üzerinde bir alan araştırması yapılmıştır.

Pazarlama karmasının etik açıdan incelenmesi: Pazarlama yöneticileri üzerinde bir alan araştırması

Marketing is the most significant function of enterprises in which unethical practices are experienced. Marketing executives' decisions relating to product, price, place and promotion items of marketing mix and actions that they will perform for it affect the department of marketing and consequently marketing will affect the evaluation of the enterprise from an ethical point of view. The aim of the study is to investigate the ethical perspective of marketing executives regarding the marketing mix decisions and practices, and make a sector comparison. First, the literature on the marketing ethics are reviewed. Then a questionnaire on marketing executives who serve in different enterprises is designed to display marketing executives' ethics view p6ints about marketing and make a sector comparison, and a field study is done on marketing executives according to elements of the marketing mix.

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