Strategic with being a honorable person than

 

 

 

 

 

 

 

 

 

Strategic
Marketing Management

Mallory Schafer

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Liberty University

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Integration of Faith and Learning

 

Character

            The definition of character with the most familiarity is the
way people act when no one is looking. In the face of temptation making the
honest and pure choice is the ultimate demonstration of character. It shows an
individual is more concerned with being a honorable person than making a choice
that may be easier. In marketing there are many decisions that have to be made
some of which are not always easy, but if you remember your faith-based
character, it will lead you to make decisions that are pure, honest, and driven
by integrity. As a marketing manager, there will be more of an opportunity and
an expectation to make decision that may be difficult, but require the best
decision for the consumer. Kotler and Keller define marketing management as
“the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior
customer value” (Kotler & Keller, 2016). As mentioned firms that have “character” tend to perform
better over time, this may not come as a surprise. The reason for this being
true is firms, which possess qualities such as honesty, loyalty, and integrity is
highly sought after by consumers. Firms that demonstrate strong character tend
to be prosperous with consumers because the assumption of corporate greed fades
leading them to feel appreciated. Customers will feel more confident in
selecting a business that possesses qualities that value them and not just the
bottom line.

Consumers tend to
gravitate toward companies they feel make decisions with integrity in addition
to feeling valued. Kotler and Keller give the example of Chipotle a company
that used the phrase “Food With Integrity” becoming successful in the last
decade. The consumer believes the company is making a decision that is mutually
beneficial. There are numerous companies that have Christian characteristics
such as Chick-fil-a, Hobby Lobby, and In-and-Out Burger, which are known for
making their money in an honest way and investing in their employees. As
Christians the scripture that comes to mind is found in Proverbs 11:3 NIV, The
integrity of the upright guides them, but the unfaithful are destroyed by their
duplicity. The reason this passage came to mind is because it lays out the
fundamental of what marketing management should remember. If you operate with
integrity you are sure to be more successful.

The bible states in 1 Corinthians 10:31 “do all to the glory of God.” While many
Christians will apply this verse to their spiritual life, they can also apply
this to their professional life as well. Maintaining integrity and treating
consumers, employees, and investors they way you want to be treated ensures
that they will feel valued. In addition to treating individuals well, the way
the product is displayed and represented should also exemplify the glory of
God. Remembering to follow the will of God will help in making choices that stay
clear on sinful choices that my obstruct the will of the Lord. Marketing
managers have a social responsibility; they must take under consideration
“ethical, environmental, legal, and social context of their activities” (Kotler
& Keller, p.37, 2016). 

 

 

 

 

 

Resources

Kotler, P., & Keller, K. L. (2016). Marketing
Management. London: Prentice Hall.

 

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