Existence of Moral Ethics-Do they still exist?

            In our busy word, there are more and more situations where we see lack of business ethics. It is all about the commercial and how you promote your business. Most of the time businesses don’t follow marketing ethics. Business is everywhere, even in the sports. Lately because of lack of time I don’t watch any movies or TV shows. There is only one movie that I can reference to marketing ethics. Movie is called “Byc jak Kazimierz Deyna” and shows us how marketing ethics works in the sport fields. In this paper I will try to show how beneficial is doing the right thing.

            Spots are one of the biggest businesses around the world. Different players and their promoters are making billions of dollars on sports. Movie “Byc jak Kazimiesz Deyna” tells us a story about a boy that was born in the same day, when the most popular goal in the history of Polish soccer was scored. Father of young Kaziu, is doing everything possible so his son can be as popular as Deyna-player who scored that goal popular goal. There was a soccer game where polish striker was playing and the boy wanted to go see a game and luckily get an autograph from one of the famous players. After a game he had a chance to meet see his hero but unfortunately couch and player’s promoters didn’t let any of the player sign any autographs due to “politics”. The company “Atlas” who was a sponsor of a team didn’t want to players to spend time signing autographs, because they wanted them to join the photo session promoting their company. This is an example of profiteering where sponsor makes more profit by promoting his product not players (Lamb, Hair, McDaniel, MKTG, 10th Edition, 2016). He was very disappointed. Main character tried so hard to become a soccer player as his hero was but he wasn’t very talented. When he grew up he decided to become an agent and prevent sponsor to have so much affect in sports.

            When Kaziu became an agent he wanted all soccer players to make money but also have time for their fans because what sport is without fans.  He wanted to be an agent with conventional morality, and move towards the expectations of society (Lamb, Hair, McDaniel, MKTG, 10th Edition, 2016). For him ethics in business were number one. After a while he realized that most of his clients are losing their sponsors. As a fact most of the soccer players and other athletes are making huge money on promoting their sponsors. For example soccer player Robert Lewandowski couldn’t use his Beats headphones during Euro Cup, because one of the tournament sponsors was Sony and they didn’t want him to promote their competitors. This is a great example of breaking ethical values in respect, which says to treat everyone, including our competitors, as we would wish to be, treated (Statement of Ethics – AMA).

            Many of Kaziu’s clients started looking for other agents because they were losing sponsors because of his feelings to ethics. There was only one soccer player that though the same way as his agent and cared about ethics. Both of them wanted to change the entire sport business. They both agree to follow Relationship Marketing which depends on customer’s loyalty, interaction and long term agreement (Lamb, Hair, McDaniel, MKTG, 10th Edition, 2016). Even though Kaziu was all about his client having time to sign autographs of his fans, he also wanted to promote him so he won’t lose his sponsors. He didn’t want to make any decisions that would harm his client’s trust which is an example of fairness (Statement of Ethics – AMA).

            Day after day, the soccer player had more and more fans because he spent more and more time on signing autographs and talking to his fans. He transferred to a better league and started making more money. Everyone wanted to be his sponsor, but only few of them agreed with him about the business ethics. He always wanted to have time for his fans. Both of them became very popular in soccer field and had millions of fans. Kaziu got a very good offer from his the client that left him before because of lack of sponsor, but he didn’t accept it. He stayed with his client that never left him, which is a great example of honestly (Statement of Ethics – AMA). He became successful, because he proved that it is not all about the money in sports, and you have to have time not only for your sponsors but also for your fans.

            Business ethics are really important and “Doing the right thing” is something that everyone in this business should think of. Without fans athletes wouldn’t make any money that is why they should always treat them as priority. Business ethics has been brought to the public eye in the past few years. If people as fans are to be held to an ethical / moral code, then all of the sponsors and agents should do the same thing. Professional sports are first and foremost businesses in the world, that is why we – soccer fans want to see business ethics and don’t let sponsors and other corporations act without any ethics. Sadly some people will never change and there always will be many programs, players and organizations that would behave unethically. 

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