Ethics in a business is a very important issue, especially in marketing. Customers want to be informed of products and their qualities, but they also want the information to be truthful. The purpose of a marketing department is to communicate products to potential customers so that they will be more inclined to purchase the product. This is where ethics comes into play. If a company makes their product look more desirable than it is, it is very likely that the consumers will be disappointed in the product. This could result in pushing customers away and might boost sales initially but they will drop off quickly. “Not employing ethical marketing practices many lead to dissatisfied customers, bad publicity, a lack of trust, lost business, or sometimes legal action,”(E-notes. n.d. para. 3). The key is to display the product with an appeal that will sell the product and not stretch the truth. This will gain a trust with the target market and result in loyal customers. Carter’s, Inc. has achieved this trust with-in its market. They market cute infants and toddlers wearing their clothing and because their product meets parents expectations they have gained a loyal customer base.
The first step for any company to be successful in Customer Relationship Management (CRM) is to research its customers. They need to understand the demographics, wants and needs of their customers to be able to build a solid relationship with them. The easiest way to do this is by using surveys, small focus groups, and other forms of feedback from consumers. Another very helpful way is to set up a brand community. Carter’s does not have an active brand community, as far as my research has shown, but it could further help with their...
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...company. After this occurred I am sure the marketing department had to work overtime to soothe the fears of customers and regain the customer loyalty that was lost. Although they must have done a great job because Carter’s is still the number one largest children’s clothing maker in their market. Despite the good and bad situations I found while researching, I am still a satisfied customer of Carter’s Inc and I will continue to buy their products.
Carter’s, Inc. Website (2012). Retrieved from http://www.carters.com/Corporate-Site-Community-Landing-Page/corporateCommunity,default,pg.html
E-notes. (n.d.). Ethics in Marketing. Retrieved from http://www.enotes.com/ethics-marketing-reference/ethics-marketing
Hyatt, M. (2009, September 16). The Total Customer Experience (Web blog). Retrieved from http://michaelhyatt.com/the-total-customer-experience.html
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