Marketing Plan
Ethical, Legal, and Social Issues in Marketing
It is crucial to consider ethical, legal, and social issues when making marketing decisions. Considering these issues is even more important in the context of international marketing. In the international context, considerations are made to not only the domestic market, but also the foreign market. This section highlights the ethical, legal, and social issues affecting the marketing of laundry detergents in the U.S. (the domestic market) and the UK (the foreign market).
Ethical issues basically relate to the moral principles that govern marketing (Lamb, Hair & McDaniel, 2009). Major ethical issues in marketing include consumer safety, personal autonomy, stereotyping, market exclusion, selective marketing, pricing ethics, deceptive advertising, negative advertising, sexuality, and so forth. Two important ethical considerations in the marketing of laundry detergents relate to consumer safety and deceptive advertising. As laundry detergents are made of chemical compounds, hazardous ingredients and additives can pose a risk to the health of consumers.
It would be unethical to market detergents that are hazardous to consumers through deception or obfuscation. Deceptive advertising entails making exaggerated claims about the effectiveness of the detergent in terms of removing stains in an effort to trick customers into buying the detergent. This is not an uncommon practice. It will be important to avoid misleading marketing messages. Taking into consideration consumer safety and advertising ethics is particularly important in both the U.S. and the UK. In the two markets, adherence to marketing ethics is critical. Indeed, ignoring ethical issues can result in negative brand image, consumer boycotts, and expensive lawsuits.
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