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PAZARLAMA AHLÂKININ PAZAR BİLGİSİYLE İLİŞKİSİ VE PAZARLAMA PERFORMANSINA ETKİSİ: PAZARLAMA YÖNETİCİLERİ ÜZERİNDE BİR ARAŞTIRMA

Year 2007, , 95 - 102, 10.01.2007
https://doi.org/10.14783/maruoneri.684910

Abstract

İşletme anlayışındaki ve teknolojideki gelişmeler, pazarlama faaliyetlerinde bir takım sosyal ve ahlaki sorumluluk ihlallerine de yol açabilmektedir. Özellikle, işletmeler için müşteri tatmininde ve rekabet avantajı elde etmede en önemli araçlardan birisi olan pazar bilgisinin üretilme sürecinde, yöneticilerin pazarlama ahlakına uygun hareket etmeleri önemli bir konu olarak karşımıza çıkmaktadır. Bu çalışmada, pazarlama ahlâkı ve pazar bilgisi arasındaki ilişki ve yöneticilerin pazarlama ahlâkı algılarının pazarlama performansına etkileri incelenmiştir. Araştırma sonucunda yöneticilerin pazarlama ahlâkı algıları ile pazar bilgisi üretme sürecinin bazı boyutlarında anlamlı bir ilişkinin varlığı görülürken; yöneticilerin pazarlama ahlâkıyla ilgili algıları ile pazarlama performans kriterleri arasında anlamlı bir ilişkiye rastlanmamıştır. Ancak toplum tarafından onaylanmayan yanlış pazarlama uygulamalarına artan tüketici tepkilerinin ve toplumun ahlâki değerlerinin yöneticilerce dikkate alınması, işletmenin imajında ve dolayısıyla performansında olumlu etkiler yapması olasıdır.

References

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  • [3] Akaah, I.P. & Riordan, E.A. (1990). The Incidence of Unethical Practices in Marketing Research: An Empirical Investigation. Journal of the Acadenıy of Marketing Science, 18(2), 143-152.
  • [4] Moore, G. (2001). Corporate Social and Financial Performance: An Investigation in the U.K. Süpermarket Industry. Journal of Business Ethics, 34(3/4), 299-315.
  • [5] Verschoor, C. (1998). A Study of The Link Between A Corporation’s Financial Performance and Its Commitment to Ethics. Journal of Business Ethics, 17(13), 1509-1516.
  • [6] Robin, D.P. & Reidenbach, R.E. (1987). Social Responsibility, Ethics and Strategy: Closing the Gap Between Concept and Application. Journal of Marketing, 51(1), 44-58.
  • [7] Torlak, Ö. (1998). Pazarlama Kararlarında Ahlâki Yaklaşımın Temellen. Yönetim, 9(30), 9-19.
  • [8] Singhapakdi, A.; Vitell, S.J. & İCraft, K.L. (1996). Moral Intensity Ethical Decision-Making of Marketing Professionals. Journal of Business Research, 36(3), 245- 255.
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  • [10] Singhapakdi, A. & Vitell, S.J. (1990). Marketing Ethics: Factors Influencing Perceptions of Ethical Problems and Aiternatives. Journal of Macromarketing, 10(1), 4-18.
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  • [15] Giacobbe, R.W. & Segal, M.N. (2000). A Comparative Analysis of Ethical Perceptions in Marketing Research: U.S.A. vs. Canada. Journal of Business Ethics, 27(3), 229- 245.
  • [16] Lin, C. & Ding, C.G. (2003). Modeling Information Ethics: The Joint Moderating Role of Locus of Control and Job Insecurity. Journal of Business Ethics, 48(4), 335-346.
  • [17] Valentine, S. & Barnett, T. (2003). Ethics Code Awareness, Perceived Ethical Values and Organizational Commitment. Journal of Personal Selling and Sales Management, 23(4), 359-367.
  • [18] Pelham, A.M. (2000). Market Orientation and Other Potential Influences on Performance Small and Medium- Sized Manifacturing Firms. Journal Small Business Management, 38(1), 48-67.
  • [19] Slater, S.F. Narver, J.C. (1995). 'Market Orientation and The Learning Organization. Journal of Marketing, 59(3), July, 63-74.
  • [20] Li, T. & Calantone, R.J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Emrical Examination. Journal of Marketing, 62(4), 13-29.
  • [21] Sinkula, J.M. (1994). Market Information Processing and Organizational Learning. Journal of Marketing, 58(1), January, 35-45.
  • [22] Glazer, R. (1991). Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset. Journal of Marketing, 55(4), 1-19.
  • [23] Houston, F.S. (1986). The Marketing Concept: What It Is and What It Is Not. Journal of Marketing, 50(2), 81-87.
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  • [25] Kohli, A.K. & Jaworski, B.J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
  • [26] Deshpande, R.; Farley, J.U. & Webster, F.E.Jr. (1993). Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(1), 23-37.
  • [27] Narver, J.C. & Slater, S.F. (1990). The Effect of A Market Orientation on Business Profıtability. Journal of Marketing, 54(4), 20-35.
  • [28] Jaworski, B.J. & Kohli, A.K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-70.
  • [29] Li, T. & Çavuşgil, T. (1999). Measuring the Dimensions of Market Knowledge Competence in New Product Development. Europen Journal of Innovation Management, 2(3), 129-143.
  • [30] Li, T. & Calantone, R.J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Emrical Examination. Journal of Marketing, 62(4), 13-29.
  • [31] Day, G.S. & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52(2), 1-20.
  • [32] Dickson, P.R. (1992). Toward a General Theory of Competitive Rationality. Journal of Marketing, 56(1), 69- 83.
  • [33] Desphande, R. & Farley, J. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market-Focused Management, 2(3), 213-232.
  • [34] Vitell, S.J.; Rallapalli, K.C. & Singhapakdi, A. (1993). Marketing Norms: The Influence of Personal Moral Philosophies and Organizational Ethical Culture. Journal of the Academy of Marketing Science, 21 (4), 331 -337.
Year 2007, , 95 - 102, 10.01.2007
https://doi.org/10.14783/maruoneri.684910

Abstract

References

  • [1] Crawford, C.M. (1970). Attitudes of Marketing Executives Toward Ethics in Marketing Research. Journal of Marketing, 34(2), 46-52.
  • [2] Akaah, I.P. & Riordan, E.A. (1989). Judgmeııts of Marketing Professionals About Ethical Tssues in Marketing Research: A Replication and Extension. Journal of Marketing Research, 26(1), 112-120.
  • [3] Akaah, I.P. & Riordan, E.A. (1990). The Incidence of Unethical Practices in Marketing Research: An Empirical Investigation. Journal of the Acadenıy of Marketing Science, 18(2), 143-152.
  • [4] Moore, G. (2001). Corporate Social and Financial Performance: An Investigation in the U.K. Süpermarket Industry. Journal of Business Ethics, 34(3/4), 299-315.
  • [5] Verschoor, C. (1998). A Study of The Link Between A Corporation’s Financial Performance and Its Commitment to Ethics. Journal of Business Ethics, 17(13), 1509-1516.
  • [6] Robin, D.P. & Reidenbach, R.E. (1987). Social Responsibility, Ethics and Strategy: Closing the Gap Between Concept and Application. Journal of Marketing, 51(1), 44-58.
  • [7] Torlak, Ö. (1998). Pazarlama Kararlarında Ahlâki Yaklaşımın Temellen. Yönetim, 9(30), 9-19.
  • [8] Singhapakdi, A.; Vitell, S.J. & İCraft, K.L. (1996). Moral Intensity Ethical Decision-Making of Marketing Professionals. Journal of Business Research, 36(3), 245- 255.
  • [9] Singhapakdi, A. (1999). Perceived Importance of Ethics and Ethical Decisions in Marketing. Journal of Business Research, 45(1), 89-99.
  • [10] Singhapakdi, A. & Vitell, S.J. (1990). Marketing Ethics: Factors Influencing Perceptions of Ethical Problems and Aiternatives. Journal of Macromarketing, 10(1), 4-18.
  • [11] Smith, N.C. (1993). Ethics and the Marketing Manager. Ethics in Marketing, (Ed.: Smith, N.C. & Quelch, J.A.). Homewood Illinois: Richard D. Irwin Inc.
  • [12] Torlak, Ö. (2003). Pazarlama Ahlâkı - Sosyal Sorumluluklar Ekseninde Pazarlama Kararları ve Tüketici Davranışlarının Analizi. 2. Baskı. İstanbul: Beta Yayınları.
  • [13] Laczniak, G.R. & Murphy, P.E. (1993). Ethical Marketing Decisions - The Higher Road. New Jersey: Prentice-Hall, Inc.
  • [14] Chonko, L.B. (1995). Ethical Decision Making in Marketing. Thousand Oaks: Sage Publications.
  • [15] Giacobbe, R.W. & Segal, M.N. (2000). A Comparative Analysis of Ethical Perceptions in Marketing Research: U.S.A. vs. Canada. Journal of Business Ethics, 27(3), 229- 245.
  • [16] Lin, C. & Ding, C.G. (2003). Modeling Information Ethics: The Joint Moderating Role of Locus of Control and Job Insecurity. Journal of Business Ethics, 48(4), 335-346.
  • [17] Valentine, S. & Barnett, T. (2003). Ethics Code Awareness, Perceived Ethical Values and Organizational Commitment. Journal of Personal Selling and Sales Management, 23(4), 359-367.
  • [18] Pelham, A.M. (2000). Market Orientation and Other Potential Influences on Performance Small and Medium- Sized Manifacturing Firms. Journal Small Business Management, 38(1), 48-67.
  • [19] Slater, S.F. Narver, J.C. (1995). 'Market Orientation and The Learning Organization. Journal of Marketing, 59(3), July, 63-74.
  • [20] Li, T. & Calantone, R.J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Emrical Examination. Journal of Marketing, 62(4), 13-29.
  • [21] Sinkula, J.M. (1994). Market Information Processing and Organizational Learning. Journal of Marketing, 58(1), January, 35-45.
  • [22] Glazer, R. (1991). Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset. Journal of Marketing, 55(4), 1-19.
  • [23] Houston, F.S. (1986). The Marketing Concept: What It Is and What It Is Not. Journal of Marketing, 50(2), 81-87.
  • [24] Webster, F.E., Jr. (1988). Rediscovery of the Marketing Concept. Business Horizons, 31 (3), 22-26.
  • [25] Kohli, A.K. & Jaworski, B.J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
  • [26] Deshpande, R.; Farley, J.U. & Webster, F.E.Jr. (1993). Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(1), 23-37.
  • [27] Narver, J.C. & Slater, S.F. (1990). The Effect of A Market Orientation on Business Profıtability. Journal of Marketing, 54(4), 20-35.
  • [28] Jaworski, B.J. & Kohli, A.K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-70.
  • [29] Li, T. & Çavuşgil, T. (1999). Measuring the Dimensions of Market Knowledge Competence in New Product Development. Europen Journal of Innovation Management, 2(3), 129-143.
  • [30] Li, T. & Calantone, R.J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Emrical Examination. Journal of Marketing, 62(4), 13-29.
  • [31] Day, G.S. & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52(2), 1-20.
  • [32] Dickson, P.R. (1992). Toward a General Theory of Competitive Rationality. Journal of Marketing, 56(1), 69- 83.
  • [33] Desphande, R. & Farley, J. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market-Focused Management, 2(3), 213-232.
  • [34] Vitell, S.J.; Rallapalli, K.C. & Singhapakdi, A. (1993). Marketing Norms: The Influence of Personal Moral Philosophies and Organizational Ethical Culture. Journal of the Academy of Marketing Science, 21 (4), 331 -337.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Cevahir Uzkurt This is me

Ömer Torlak This is me

Müjdat Özmen This is me

Publication Date January 10, 2007
Published in Issue Year 2007

Cite

APA Uzkurt, C., Torlak, Ö., & Özmen, M. (2007). PAZARLAMA AHLÂKININ PAZAR BİLGİSİYLE İLİŞKİSİ VE PAZARLAMA PERFORMANSINA ETKİSİ: PAZARLAMA YÖNETİCİLERİ ÜZERİNDE BİR ARAŞTIRMA. Öneri Dergisi, 7(27), 95-102. https://doi.org/10.14783/maruoneri.684910

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