business marketing

Chapter 781769522, Business Marketing
Name:
Institutional Affiliation




Trend in B-To-B Internet Marketing
B-to-B Internet marketing refers to the online economic transactions and interaction that take place between business and other trading partners. It is a process of promoting brands, products, and services on the internet platform. It usually involves email marketing, web brochures, online customer relationship management and any other activities of commercial nature that are carried out over the internet involving content marketing. Stearns, Walton, and Crespy (1996) note that internet marketing offers safe solutions that keep time and improves brand practice by delivering tailored analytics and understandings to millions of customers, allies and employees. It also empowers organizations to quickly renovate, personalize, document and provide a high capacity of content and customized correspondence. Moreover, most of the software's used for online marketing are user-friendly, and this allows interactive sections between the marketers and customers hence increasing customer care service and delivery, customer loyalty and satisfactions and faster feedback for strategic decision marking and implementations.
Reason for choosing the topic
Internet marketing among strategic alliances is an emerging issue in marketing and offers the most exciting and amazing services and experiences over and above any other marketing strategy. Improvement in technology and massive use of internet in the recent days has made work easier, faster, more efficient and enjoyable. Nowadays, people can work online, engage in economic transactions and access a lot of contents and services online at their comfort home places by use of computers, laptops and mobiles phonesThis making the world a better place for everyone; it’s just an amazing experience. As a matter of fact the benefits that come with technology and use of internet are so many that everyone wants to be associated with it.
Would it be legal and ethical for Cameron Stock to accept this gift?
No, it is not legal and ethical for Cameron to take the gift. Acceptance of lavish gifts will impair the manager’s professional independence and poses a conflict of interest which may lead to biases when awarding the tenders. Undue hospitality in most incidences involves "give and take strategy" and usually results into undue influence which leads to professionals acting without the objects of the firm. Also, unnecessary hospitality may also lead to the supply of low-quality raw materials, poor goods, and services which in turn will result in low quality output, a low quality production will result in customer dissatisfaction declining in firm’s revenues.
How is this addressed in the AMA Code of Ethics?
In the context of accepting the gift, AMA members are not advised to engage such activities since this will lead misconduct and impairment of professional norms and values. For instance, AMA practitioners are expected to balance justly the needs of the buyer with the interests of the seller and to avoid deceptive promotions when dealing with other stakeholders. Professionals are also expected to be accountable and responsible for the consequences of marketing decisions and strategies that they take and should always strive to acknowledge the social obligations they owe to the society and avoid coercion with all stakeholders. Also, AMA members should understand and respectfully treat buyers, suppliers, intermediaries and distributors with equity without biases. Last but not least AMA members a required to fulfill the economic, legal and societal responsibilities that serve stakeholders in that they should ensure trade is fair for all participants in the market.

References
Stearns, J. M., Walton, J. R., Crespy, C. T., & Bol, J. W. (1996), The role of moral obligations to stakeholders in ethical marketing decision making. Journal of Marketing Management (10711988), 6(2), 34-47.