Marketing Ethics and McDonaldisation This paper would discuss and evaluate two contrasting theories of marketing ethics which are General theory of marketing ethics and Utilitarian theory of marketing ethics. The scenario is increasing rate of obesity among children and the youth who are directly affected with fast food chains’ marketing. The question that would be addressed pertains to currently considerable discussion of the marketing of fast food aimed at children and young people. The ethical aspects of this issue will be explored in the perspective of General Theory of Marketing Ethics and Utilitarian Theory of Marketing Ethics.
The first one being reviewed and considered on multidimensional avenues and in this theory the consumer’s benefit is also given a space. If, at all there is found a tinge of harm or loss inflicted upon customer, the marketing strategy is abandoned and reviewed. While the other theory i. e. Utilitarian theory is based on solely profit earning consideration and in this theory the customer’s interest is at stake implicitly. In contemporary fast food marketing scenario, it is apparent that McDonaldisation has created an aura and environment in which the consumer feels attracted and becomes a victim to the provided stuff in abundance and consequently suffers from obesity.
The target marketing object i. e. the youth is taking keen interest in fast food restaurants’ menu and prefer it to other simple food. IntroductionFast food chains have dominated in the form of global food factories nowadays. These have changed our social norms and habits of nutritional intake. Our young generation has been suffering from obesity on large scale because of these fast food chains. The miraculous hands of powerful and lavished advertising and marketing strategies have surpassed all boundaries of ethical restraints and harnessed our children and youth who like to sit before their TV sets and taking zinger burgers with coke and French fries.
This has even almost touched the level of social dilemma. This trend is called McDonaldisation and defined by Ritzer in these words, “McDonaldisation is the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of America society as well as the rest of the world. ” (Ritzer, 1996, 1) McDonaldisation attracts the youth and children and enthrals them with its apparent captivating marketing tactics and they help not but to feel themselves forced to be their permanent customers.
The restaurant offers delivery to those who would like to spend their dinner in the comfort and convenience of their own homes. Ritzer further explains the situation and says, “Nearly ever aspect of today’s society has been affected by McDonaldisation including the restaurant business, education, work, healthcare, travel, leisure, dieting, politics and the family” (Ritzer, 1996, 1). There is a small server to customer ratio to provide the best service expected throughout a customer’s meal.
A kid’s bambino menu is offered for children to enjoy less expensive meals that suit their size, along with a separate lunch menu that offers smaller portions for a lighter meal. Happy Hour items are offered at certain hours for a quick snack fix, providing just enough time to satisfy your thirst with a favourite drink.