Papers on "Honest Marketing" and similar term paper topics
Paper #074838 ::
Honest Marketing
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This paper discusses the importance of winning consumers' trust in order to succeed in business.
Written in 2006; 865 words; 6 sources; MLA;
$ 30.95
Paper Summary:
This paper explains that honesty is the best policy in business because public approval of a company is vital for its success. The paper examines how consumers are affected by advertisements and how they will lose trust in the company if they feel a lack of integrity. The writer continues by saying that public approval can change easily and corporations run a high risk of jeopardizing their approval when they engage in deceptive, fraudulent or misleading marketing practices.
From the Paper:
"In the 1960s, country-western entertainer turned sausage-maker Jimmy Dean shocked the marketing world and delighted many American consumers when he proclaimed in his television commercials that he would "rather apologize for the price than apologize for the quality" of his products. This direct admission from the head of a company that his products actually cost more than his competitors might have been a marketing faux pas at the time, but time has shown that consumers frequently respond in a positive fashion when they are presented with the truth. In this regard, many corporations often make the mistake of believing that there are secrets they can keep from public scrutiny, much like the Chinese Government believes it can sweep unrest and protest under the cloak of communication control. Both beliefs of how to handle communication are doomed to fail, though, either sooner or later. As Steven Axley (1984) discusses in his essay, "Managerial and organizational communication in terms of the conduit metaphor," such beliefs about human communication are based on a conduit metaphor (e.g., communication is simple and can be controlled). While it is a useful fiction for corporate CEO's and government bureaucrats, this concept is very far from reality. "
Tags:
honesty deception company strategy
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