Order #: 531885 Marketing 1 May 2011 Example: Ethical Dilemma in Marketing Among the top unethical marketers, the marketing and selling tactics of U.S. tobacco companies have enticed American smokers, mainly the teenagers and young consumers, ignoring the risks to their health…
Thus the ‘victims’ of its unethical marketing strategies were children whom the company ill-used by manipulating their exposure to addictive / drug-abusing habits. According to the source, the company has also employed teenage girls to distribute free Marlboro cigarettes to children and youngsters at the clubs and concerts. Not only the company marketed a health-hazardous product but also harmed the children morally by exploiting them to addiction. What’s worst, the company claimed that premature smokers’ deaths have ‘positive effects’ because they save governments money (“Top 10 Unethical Companies.”) In this way, Philip Morris’ unethical marketing practices hurt children and teenagers by illegally familiarizing them with addictive products that are supposed to be much harmful for them, physiologically as well as morally. The company, in response to the criticism, has launched a ‘We card’ Programme, which provides retailers with tools and resources to help prevent underage tobacco sales. Works Cited “Top 10 Unethical Companies.” Actionforourplanet.com. Action for Our Planet, n.d. Web. 1 May 2011. ...
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has