Just as there are several laws created to regulate different business sectors and curb unethical practices, which organizations strictly follow to avoid paying fines, there ought to be moral standards amongst organizations, such as having a good character/integrity. According to the Cambridge Dictionary (2019), character means the “combination of qualities in a person or place that makes them different from others.” In the marketing world, firms desire their offerings and brand to stand out in the market and be different from their competitors. This event can be measured by the integrity of such organizations. Kotler & Keller (2016) reviewed marketing management as “the art & science of choosing target markets, getting, keeping and growing customers through creating, delivering and communicating superior customer value.” To deliver customer value however, organizations must do it with honesty.
The book of 2 Peter 1:5 states that “For this very reason, you must make every effort to supplement your faith with moral character, your moral character with knowledge.” (The Holy Bible, International Standard Version, 2014). This verse simply implies that in whatever we do, we must strive to have a moral character. In marketing management, managers ought to always have faith and be diligent in marketing offerings, especially when there is the temptation to over promise or exaggerate these offerings in a bid to attract more customers.
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Nigerian Bottling company, a member of the Coca Cola Hellenic group, has over time proven good character by sticking to one of their used term; “Deliver products to customers in full, and on time.” The marketing department of this company aims to maintain Customer Relationship Management in a bid to retain the Coca Cola brand image by providing the right services. They also practice healthy internal marketing by hiring, training and motivating able employees who want to serve customers well (Kotler and Keller, 2016). The company encourages feedback from employees by placing suggestion boxes in their different divisions and business units.
In 2017, the company demonstrated faith in its marketing management decision when they increased the price of their PET 60cl by 50%, while their strongest competitor reduced the price of their similar 60cl PET, to gain competitive advantage. This decision, however, did not have a negative effect on the Coca Cola product demand or sales volume in the country. This fact can only be achieved when the company has a good character by sticking to their values which result in having a positive brand image in the market and discourage brand switching amongst consumers.
Kryger (2016) suggests that Christian marketers must not appeal to selfish gains, that is, customer satisfaction must come first, focusing more on the needs of the customer than the needs of the firm. Being faithful in day to day marketing management decisions will go a long way to show the integrity, success, and prosperity of businesses. Simply promising what you can deliver, and delivering what you promise, is a much more effective way to inspire your customers’ trust and loyalty (Miranda 2019). Because of the customer centric aspect of marketing management, organizations should be truthful and open to their customers, in order to gain significant customer loyalty and attract new prospects which will bring profit to the organization. The Bible being a guide to Christians has given us instructions to have a good character and gave insights to the benefits of such. This is an important part of a business in terms of exceeding the expectations of their customers, because marketing is an integral part of an organization. It is a known fact how a negative brand image can result to a decline in customer loyalty and an increase in brand switching. Hence, the importance of good character in marketing management.
References
- Cambridge University Press. (2019). Character. Cambridge Business English Dictionary. Cambridge. Retrieved from https://dictionary.cambridge.org/dictionary/english/character
- Kotler, P., & Keller, K. (2014). Marketing Management [Ebook] (15th ed., p. 5). Pearson Education, Inc. Retrieved from https://mbsdirect.vitalsource.com/#/books/9780133856606/cfi/6/2!/4/2@0:0
- Kryger, S. (2016, November 24). 5 Ways Christian Marketing Must Be Different [Web log post]. Retrieved from http://www.communicatejesus.com/5-ways-christian-marketing-must-be-different/
- Miranda, C. (2019). Why Honesty is Your Best Marketing Tool [Web log post]. Retrieved from https://pulsemarketingagency.com/why-honesty-is-your-best-marketing-tool/
- The Holy Bible, International Standard Version. (2014). Davidson Press LLC
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