Ethics of Commerce
Marketing isvery crucial in the operations of any business. It enables increasingthe volume of sales and consequently boosts the revenues and profitof a company. However, in the search for customers and profits,businesses must ensure that they give correct information to theconsumer (Milne, Pettinico, Hajjat, & Markos, 2017). In otherwords, it would be wrong to give misleading information to thecustomer just to increase sales. The paper will discuss ethicalissues involved in a business acquisition, particularly sharing ofclients` data.
Question#1:What Sparrow Should Do
Mostly, Sparrowrequested consumers to give their details. The information was not tobe shared with the third party without the consent of the customer.Therefore, Sparrow should write to its consumer requesting for aright to share their personal data. If the approval is given, thenSparrow can allow Soothing Waters access to its customers’ mailinglist.
Question#2:Ethics of Sharing Customer Personal Data
In my view, thecustomer gave the data to the department within an organization wellaware that it could be shared across. Importantly, the whole purposeof having personal customer data is to improve service delivery(Milne, Pettinico, Hajjat, & Markos, 2017). Therefore, as long asthe sharing does not involve a different business (company), then itis ethically correct to share the data. Importantly, the intent ofsharing should be to improve the value to the consumer.
The SoothingWater manager belongs to understanding the customer relationshipschool of thought. The emphasis of this approach is to create goodcustomer relationships as the backbone of running a businessefficiently. The main features of this doctrine are relationship andtransactional marketing (Milne, Pettinico, Hajjat, & Markos,2017). The philosophy provides an easy way for the businesses to cuton the costs of marketing by engaging directly with the consumer.
Question#4:AMA Statements on Sharing Customer Information
AMA providesthat the marketing companies should be honest with the consumer onwhy the data is required. The organization must show responsibilityin handling the user data. Importantly, the business has to showrespect to the wishes of the consumer. Lastly, it must be transparentabout the purpose of sharing the data.
In conclusion,building a customer relationship is crucial for the growth ofbusiness. The relationship builds trust with the consumer and helpsthe company increase its sales and bottom-line. However, the companyhas to ensure the safety and integrity of the customer data.
Milne, G. R., Pettinico, G., Hajjat, F. M., & Markos, E. (2017).Information Sensitivity Typology: Mapping the Degree and Type ofRisk Consumers Perceive in Personal Data Sharing. Journal ofConsumer Affairs, 51(1), 133-161.
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