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Could This Be You -- New to Marketing?
Copyright © Marion Stearns - All Rights Reserved
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Often times, new marketers feel lost in the e-marketing maze.
Even experienced marketers are confused about creating a map
to Success City. They aren't quite sure where to begin OR
how to market so they innocently travel the beaten path.
Should they use E-Zines, Email, Off-Line Ads, E-Zine
Articles? Where DO they begin and HOW do they follow-up
before they get disgusted and QUIT? Who precisely CAN they
trust for honest guidance?
Marketers need companies who adhere to a Code of Ethics.
Most people in the workplace think about money. Many people
don't think about ethics as a top priority. It's a part of
human nature to look for someone to praise for a win and
someone to blame for a loss.
Could it be possible that "point the finger" people don't
make good business partners? Maybe someone has to be a fall
guy or girl. Don't let that be you. In some cases, loyal
managers can ask workers to do almost anything and they will
do it. Let's hope this is accomplished with ethics and
integrity. Without a set of guidelines this problem
represents a wider definition of bad business practices.
It becomes a collective effort to breed corruption. This is
not usually just a poor decision of one person. If you stop
to think about it, it covers a fear of loss and an inability
to compete fairly. Even major corporations have fallen
because of this very problem. I'm sure WorldCom, Enron and
Tyco would love to turn back the clock but it's just too
late, isn't it?
Performance Goals Set Corruption in Motion
What should emarketers LOOK for? Well, INTEGRITY is the
quality of possessing AND steadfastly adhering to HIGH moral
principles or professional standards. It certainly is
essential in this business that we have grown to love. The
nature of e-business demands it. Real business people don't
engage in gossip, insinuations or innuendoes. They simply are
TOO busy! This is definitely something that ALL marketers
should consider when selecting business partners.
Organizations sometimes set ridiculous goals for their
associates. If they can't be reached ethically, the LOW road
is sometimes taken. Fair play competition is a test of wits
and it can be squeaky clean. I could have breakfast with
most of my competitors tomorrow morning.
I love making money. There is nothing wrong with making
money. However, there HAS to be someone at the table who
says "we'll get market share" BUT.........IS IT the right
thing to do?
Marketers should choose a business that is LESS susceptible
to wrongdoing. Keep your eyes open. Look for companies that
have a Code of Ethics or Conduct, as well as values that
associates should follow. Is it being bossy? Not on your
life. Some companies provide a hotline for reporting
unethical conduct. There should ALWAYS be a system in place
to REWARD people who do not participate in unethical
behaviors and penalize those who do. After all, your
business reputation is riding on your company and your
business associations.
In the final analysis, it's like putting a dress on a pig.
At the end of the day, you take off the pretty dress and you
still see a pig.
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Marion Stearns, The Flashy AdMistress invites you to check
out her nine business divisions, all built on a strict Code
of Ethics. She sees the big picture through ethical
marketing. Join her. http://www.admistress.com/column
This article may be reprinted in it's entirety with the
resource box in tact.
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