Ethical Issues of Global Marketing - Assignment Example

A product is any concept within a business or organization that is given to a market of individuals or customers. A product includes not only the basic product and design, but also incorporates add ons and services that come as a part of the product, such as customer relations. With this, are benefits that are a part of the product and needs that are fulfilled by having the product available to the public. This moves into marketing concepts that represent the product as well. More then this, the product includes the big picture of the business, such as the brand name. The definition of product management ethics is anything that relates to the product being sold and the ethics and values that are a part of the product. Within the field of product management, is the concept of how products should be handled when they are given to customers. This includes concepts on how materials should be presented to the public, as well as representations of ideals and moral values that are a part of the product. This also includes ideals towards marketing concepts that are a part of the product management. This makes a difference in the cultural and social responses that individuals have. The main problem with product ethics is the response that customers have when seeing a product and the values behind it. For instance, if there is a product on selling a toy, the marketing, branding and concepts behind it should have ethical values that link to the age group and that work as a model for what is acceptable and what is not within a specific product. Another example is if there is a problem with a product that relates to the environment. The product manager is responsible for thinking ethically about this concept while changing the approach towards the product, such as making the product environmentally friendly and letting customers know about the change in the product (Murphy, Patrick, et al, 2004). Not only does a product include these potential dangers, but also moves into more specific dangers with the product, from the core of the product. For instance, if a product is not safe for an age group, such as containing sharp edges, then it is also considered a move against ethical considerations. This is noted because the target market is put into harms way and danger, without the organization being cognizant of the potential harm of the product, as well as the responsibilities that are a part of this. A third problem noted with products is with liability. For instance, if a product does not work when a customer buys it, the company is liable for that product. If the product is defective in it's functioning, or moves towards harm that does not carry a warning, then the product moves against ethical values. This particular problem within product ethics is considered illegal because of communication difficulties (Borgerson, 2002). The conflicts that arise because of the social and cultural behaviors of the target market can also be linked to ways in which customers expect at the time. For instance, if there is a larger issue occurring in politics, the environment or as a part of mass culture, then consumers will become sensitive to the conflicts or ideals. If a brand or market is not sensitive to this as well, then there will be a back lash with the product. Because of this, it becomes important to recognize the issues that are currently a part of the larger environment and to focus on how consumers respond to this. Despite the abilities to change or address ethical issues before they occur, there is still the known fact that ethical problems will continue to persist. One example of this is Enron. In this instance, the response was considered unethical because it became the general knowledge of the public and consumers. Specifically, this was noticed in price fluctuations with the stock that were unreasonable, employees that were noticeably fired and information that was misleading. When this became a bigger issue with the stock and the government was when it became an ethical problem with the marketing of the product and changed the ability for Enron to function in the same way (Hinman, 2002). Because of the layers of difficulties that can arise from products and the management of ethics, it becomes important to use ethical reasoning as a resource for solving branding and marketing problems that may arise. For instance, identifying core values of target markets can provide better insight into specific representations to take with the market. Looking at some of the current issues can also provide extra insight into how to work with a product or change some of the potential problems. For example, relativism can be used to show that the individuals will decide on different options in different ways. Recognizing this for the time in which the brand or market will be released can provide a sensitivity to what is being marketed. If this particular framework does not seem as effective, then another option is with egoism. This would test a level of self – interest for different target markets and would define the concepts of wrong and right according to the levels of consequences that may occur. This may be conflicts or illegal behaviors; however, each set of consequences can be measured according to these consequences. This would take concepts such as visual representation and show that they are not as pertinent to problems such as money laundering. A third option is deontology, where different individuals are treated with the same level of concern. This means that any level of unfair marketing or representation is considered with the same concerns (Murphy, et al, 2004). Within these types of frameworks for being proactive in product management for ethics, there are some that are considered more influential then others. For instance, relativism may help to way specific ideals, but is not effective in moving into deeper moral concepts. At the same time, egoism does not allow for the target markets to completely be considered and ignores some of the problems that are a part of the external environment. This may cause some of the same problems with the product management and possible ethics that may arise. Introduction 2. The frameworks that are to be evaluated includes brand building and marketing options and how specific concepts relate to this. This includes visual representation and how ethics in internal environments and how this is reflected in the product affect the product that is being sold. The framework of marketing makes a difference in how well the market responds and how the product is able to work within a specific arena. Product Benefits The strength that is within marketing is to grab a target market and to provide them with a specific concept that is linked to the organization. In the field of ethics, this provides an instant association with the ethical principles that are a part of the organization. More than any other type of marketing concept, it is the visual representation and the association with the brand that will draw the right target market and will show a level of ethics that are linked to the brand. Socially and Environmentally Harmful Products There are also several weaknesses associated with marketing and visual presentation. For instance, the visual representation that is a part of this has to be carefully considered for both the primary and secondary target market. The visual concepts should link directly to the concepts related to the consumers who are interested in the product. One of the most used concepts within this is that of musical brands where nudity, drugs and other moral concepts are considered for the target market. However, the target market may not be able to support this and monitors will be put on the brand because of the representation (Borgerson, 2002). Environmentally Harmful Products A second weakness that is associated with marketing is the ability to represent everything that an organization may hold as ethical values, such as within the internal environment, or how basic concepts link to the overall product. For instance, if part of the target market is associated with having environmentally friendly materials, then it has to be presented within the brand. If not, it may draw individuals away from the product and won't allow them to have the right concept towards the product, believing it is unethical according to their standards (Smith and Martin, 1997). Product Safety: Liability The labels and information about a product also have to be represented within a specific item. This may alter the perception of individuals and how they view the overall product through the brand name. For instance, the warning labels on alcohol that pregnant women should not drink alcohol may also alter the perception of those who are drinking the brand. In some instances, this provides an ethical warning that supports the health of pregnant women. However, for others, it causes them to have a different psychological reaction to the brand and the market. When this is associated with the brand building and marketing, it may cause a negative effect or a psychological response based on the target market that is centered around the product (Hankin et al, 1993). Product Safety: Warranties From the strengths and weaknesses of the framework are other areas of marketing and product management that have more robust problems. For example, sales may conflict more than brand building because of it's nature. This includes customer response to how the price reflects the product that is being received. This also includes the psychological value that is linked to price considerations, especially in relation to difficulties such as fair trade. With this, customers may find more or less value with specific products (Cox, 2001). Corporate Culture With all ethical decisions and implementation, there needs to be a foundational concept that comes from the internal environment of any organization. This includes a basic set of ethical principles that are at the root philosophy of the organization. This needs to be a part of the CEO and major individuals that are within the organization and should include values that link to morals, business practices, treatment of employees and how this reflects with product value and quality. Having an ethical philosophy as the basis that is continuously practiced can then move into other areas of the environment. This includes a code of ethics that managers and employees are responsible for following within their job descriptions and in relation to each other. This is pertinent to the brand building of a product because it builds the internal environment first, then moves into the reflection on the business. This moves into the main ethical philosophy of the business. Philosophical Auditing A third way in which marketing can be implemented in relation to ethics is through ethical auditing. This includes the ability to define what the ethical considerations should be when relating to a target market. For instance, if there is a movement that is occurring within a target market that is linked to human rights, then the brand and product should be re-defined to reflect this to attract more attention with marketing and with the brand name. This is a direct way of relating to the customer and making sure that there are not any ethical problems related to the business or in general. Auditing With Functional Questions Another area to implement in relation to this is by using specific marketing strategies within a brand. This can stay specific with ethical ideals, and more specifically with the target market that is being looked into. For instance, research can be done before the release of any product that makes a direct link to the target market. This ensures that any individual that is interested in the product won't feel offended with the material, and will instead be drawn towards it. Understanding the content, the different target markets and how the content, visualization and marketing strategies relate to the implementation of marketing can all provide implementation of ethical marketing and decision making for the external environment, as well as within the internal environment. References 1. Borgerson, J. Schroeder, J. (2002). Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation. European Journal of Marketing; (36), (5/6) pp. 570 – 594. 2. Cox, J.L. (2001). Can Differential Prices Be Fair? The Journal of Product and Brand Management. (10), (4/5). pp. 264 – 275. 3. Hankin, J.R, Firestone, I.J., Sloan, J.J., Ager, J.W. (1993). The Impact of the Alcohol Warning Label on Drinking During Pregnancy. Journal of Public Policy and Marketing. (12), (1). pp. 10 – 19. 4. Hinman, Lawrence. (2002). A Moral Challenge: Business Ethics After Enron. Ethics Matters: University of San Diego. 5. Murphy, Patrick, Gene Laczniak, Norman Bowie, Thomas Klien. (2004). “Ethical Marketing.” Prentice Hall: New Jersey. 6. Smith, C.N. Cooper – Martin, E. (1997). Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability. Journal of Marketing, (61), (3). pp. 1 – 20. 7. Wolburg, J.M. (2005). How Responsible Are 'Responsible' Drinking Campaigns for Preventing Alcohol Abuse. The Journal of Consumer Marketing. (22) (4 / 5). pp. 176 – 177. Read More