Destiny B- Market Research Career Challenges Discussion Thread

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MARKET RESEARCH CAREER CHALLENGES 1 Discussion Thread: Marketing Research Career Challenges Destiny R. Burton School of Business, Liberty University BUSI 614: Marketing Research Dr. Muriel Wilson February 15, 2024 Author Note I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Destiny R. Burton. Email: drburton3@liberty.edu

MARKET RESEARCH CAREER CHALLENGES 2 Marketing Research Career Challenges Major Challenges/ Concerns Some major challenges as a market researcher would be having to participate and help with the execution of some marketing and promotional activities that, as champions of Christ, go against things we believe in. The prudent Christian must undoubtedly confront certain possible issues with marketing. First, overtly immoral tactics should be avoided by Christians. Christians should refrain from consumer manipulation, which involves persuading someone to purchase a product even when they don't need it. Christians should approach marketing with a mindset that embodies Philippians 2:3, "But in lowliness of mind, let each esteem other better than themselves” (King James Bible, 1769/2008). Secondly, Christian reason and religion combine to provide a set of values that are applicable to economic activity as well as rules, standards, and directives for behavior (Melé & Fontrodona, 2019). It is up to Christian marketers to choose the goods and services they feel comfortable promoting. A few are more lucid than others. For example, it's a simple decision to not be a part of the launch of an abortion-promoting campaign because it is obviously against scripture. However, things get more difficult if you're asked to publicize an event where alcohol will be served. Any company might find itself in this situation; therefore, Christian marketers should carefully assess their position on the less-clear-cut problems. Major Reconciliation Opportunities Marketers enable a range of transactions on a daily basis that are advantageous to both companies and consumers. Unfortunately, though, some businesses encourage transactions that

MARKET RESEARCH CAREER CHALLENGES 3 disproportionately benefit them under the pretense of promotion. It makes sense to draw the conclusion that these kinds of conversations promote discord rather than a sense of unity. It's also critical to recognize that, contrary to earlier developments, this group of acts does not adequately represent the primary goal of marketing (Hagenbuch, 2008). Distinguishing improper marketing behavior from the correct perspective of the discipline helps overcome the discipline's seeming contradictions. An objective like this is in keeping with Shelby Hunt's work, which distinguishes between normative knowledge of the field (what marketing strategy should be) and positive marketing theory, which is based on real observed marketing behavior. Hunt further divides normative information into two categories: ethical normative, which derives from moral standards, and rational normative, which is founded on the core concepts of marketing (Hunt, 2002). Conclusion Christian marketers are in a unique position to understand that everyone has needs but that those needs cannot be satisfied by the items we are pushing. When we know a product isn't the solution to someone's problem, it is our responsibility to refrain from marketing it as such. Additionally, since we have no influence over the intentions or choices of others, it is not our responsibility to prevent individuals from purchasing goods that fulfill their most basic requirements. It is our duty to carry out our work with integrity, compassion, and the purpose of linking people to resources that will genuinely improve their quality of life. Giving is always preferable to getting, as stated in Acts 20:35 (King James Bible, 1769/2008). Christians may apply that kind of thinking to their marketing careers by being brave, caring, and truthful in their marketing strategies.

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MARKET RESEARCH CAREER CHALLENGES 4 References Hagenbuch, D. (2008, October 15). Marketing as a Christian Vocation: Called to Reconciliation. Christian Scholar’s Review. https://christianscholars.com/marketing-as-a-christian- vocation-called-to-reconciliation/ Hunt, S. (2002). Foundations of marketing theory: toward a general theory of marketing . M.E. Sharpe. King James Bible. (2008). Oxford University Press. (Original work published 1769) Melé, D., & Fontrodona, J. (2019). Christian Ethics and Spirituality in Leading Business Organizations: Editorial Introduction. Journal of Business Ethics , 145 (4), 671–679. https://doi.org/10.1007/s10551-016-3323-3

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