¶ … Marketing Products in America
Marketing in America
Marketing Ethics and Legalities
Marketing ethics is a field addressing the standards and ideals defining acceptable conduct in the market (Murphy et al., 2005). Typically this will occur within the context of an organization (Murphy et al., 2005) although it also applies to the activities of the organization in the marketplace whether that is domestic or an international marketplace. Usually ethical issues and unethical issues are easily distinguished, with unethical activities arising from the pressure to measure up to performance objectives (Murphy et al., 2005) or pressure instituted by leaders within an organization to meet certain organizational goals or standards.
Marketing is not simply a matter or product development and promotion; rather it includes a balance of legal and ethical considerations to create a balanced corporate setting for an effective marketing strategy. Ethical considerations typically impact the culture of an organization and customer expectations (Smith, 2000). An example of an ethical failure includes former senior executives at Ogilvy & Mather Advertising, who served over a year in prison because they overbilled the government for an ad campaign that was intended to warn children regarding the danger of drug use (Murphy et al., 2005). Sometimes unethical marketing is simply a matter of confusing marketing; one example is the marketing campaign Blockbuster initiated when it stated its "End of Late Fees" campaign, which led consumers to believe they would no longer have late fees; what consumers did not realize was they were paying the cost of the DVD if they did not return the cassette within the allotted time (Meyer, 2005). Failure to consider the legal consideration of marketing in America can lead to poor sales and business calamity. This paper discusses the legal and ethical considerations of marketing in American including a review of (1) unfair business practices and (2) ethical and legal considerations in online business.
Examples of unfair business...
Marketing Plan for Coca-Cola Marketing Plan for Coca Cola Coca-Cola, the most valuable brand in the beverage industry has the largest customer base, the strongest brand image, and a huge supply chain and distribution network all over the world. The Coca-Cola Company formulates effective marketing strategies to present its Coca-Cola drink to its most potential target consumers in the local and international markets. Coca-Cola is widely available in more than 200 countries
The company tried breakfast food with little success, and failed at branching out into music as well. Overall, there is little evidence that Starbucks can be anything other than a coffee company. Despite the weaknesses, there are a number of great opportunities in the market. The best is the opportunity that Starbucks is already pursuing in emerging markets. There is a strong focus on Asia and the Middle East. The
There is also the potential to expand the product line beyond the initial Tablet PC to support more advanced and customized configurations through the build-to-order strategy. There is also a very significant upside potential with accessories as well, which could become very high margin in the future. Finally there are significant threats from Apple and others who also are seeking to create a dominant market position for themselves in
Product Mix: Old Spice Old Spice is a line of products that meet personal needs of people, providing varied services. Initial Old Spice products were for women, and they had the brand name of Early Old Spice. The product came into the market in the year 1937, with an extension occurring in 1938 that introduced Old Spice for men. The products of Old Spice initially were after shave lotions, shaving soaps,
Differentiating and Positioning: Market positioning has been aided by agreements to utilize the great marketing and sales resources of Amazon.com. Infusium 23 is no exception and this strategy also includes more traditional Helen of Troy product lines such as curling irons and hair clippers. Product differentiation includes such aspects as an attractive sale price point of $7.99, an attractive new scent, redesigned bottles and better hair results (Gold, 2010). Price is
Marketing Case #8: Global Strategies Critically evaluate Dolce & Gabbana's decision to launch 15 new stores in China Dolce & Gabbana's decision to launch 15 new stores in China is a smart one. First, the U.S. Visa process is making it difficult for Chinese tourists to shop here, so D&G will have to take business there in order to get to those Chinese consumers who cannot buy here. Secondly, sales of luxury goods
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