Question 1

The basic presentation messages of the brand or the product value around the globe are termed as a global promotion. However, the main global advertising is to present a universal product with benefits to customers in each market place. In the current market, global advertising uses many strategies to utilize a variety of media and technology for the message to reach targeted customers in different areas.

A most convenient and significant strategy is sales promotion. According to J.w.Santon, sales promotion is the process of persuading a potential customer to the products through advertising and publicity; it is designed to use short term tactics to boost sales. This global promotion has enabled many companies in the world to reach the targeted customer utilizing media and technologies. Through sales promotion, the message of a specific product has achieved many customers.

Question 2

Global marketing can be defined as the process of adjusting marketing strategies in a company so that to adapt to the conditions of other countries. In the past years, there are some trends which influenced the landscape of global marketing. First was the quick growth of the emerging markets, for instance in the U.S, while the U.S economy may be in a late-stage cycle of economic growth, many other countries remained in the earlier stages. Despite the implications of the economy in the U.S on global markets, market strength, other nations also put up strong economic expansion numbers.

The second was the continuation of rapid innovations, according to Bert Markgraf, the pace of change increased as many companies developed new products in the market. The third is the rapid increase in competition from different companies since many businesses entered international markets; hence there was a competition of new products to the market. Lastly, was the demographic shifts, this is where the population of the industrialized world was aging, while many developing countries still had a community comprising of young people. (Bert Markgfaf).

Question 3

Marketing ethics and social conscience are the obligations to maximize its positive impacts and to minimize its negative effects in society. Marketing efforts have now grown more efforts have produced more ethical and socially conscience over the past years since wrong and harmful marketing techniques are now diminishing. Currently, markets are not providing dangerous goods to customers but maintaining ethical standards of what kind of a product and also how they sell them. Currently, many markets follow the general set of guidelines so that to help the companies to decide on the new marketing strategies. Many companies now tend to promote fairness all the advertisements that are being done. Companies across the world now have got marketing ethics, and this has enabled most companies to win trust and loyalty on its customers on the long term basis as it is the fundamental human nature and tendency to go for the brand that is genuine. Products and services offered are authentic, and products sold are exactly as shown during the marketing campaigns, and networks.

Question 4

Some factors tend to affect the ethical conduct of marketing. These issues can either be individual or social factors; personal elements include; values, these are individual’s judgment or standards of behaviors, some people tend to misbehave while doing business, for instance, making lies about the competitors so that to win the contract, this creates a contrary view to customers. Second is the moral, bad behaviors in the business pushes the customers away where as good behaviors attracts the customers to buy products. On the other hand, social factor includes the cultural norms in which different cultures have different standards that vary from place to place in the business world, for instance, one might have to face a request for a bribe to conduct business in a particular country. This leads to unethical issue in the industry.

Question 5

The request to return the product after the discovery of safety issues that may cause danger to the customer or may put the seller at risk of legal action is termed as the product recall.My company has never been involved in product recall since it strictly observes basic business ethics. besides my company has gradually built its distinctive niche in the market as a genuine and authentic brand that also results in the factor of credibility building for the company within the industry amongst its peers, contemporaries, investors, and other stakeholders and even in the minds of the customers as well.

My company has also understood the intricacies of the Importance of Marketing Ethics and formulates it as one of its fundamental objectives. It attains the status of a leader in the market with the competitive brand trying to benchmark its practices and strategies owing to the company laying and following the rare path of marketing ethics that results in the various benefits. Such include a loyal base of customers, higher sales, and increased market share, working as a source of inspiration for one and all in the market.

Work Cited

Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York, NY: McGraw-Hill.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Johansson, J. K. (2009). Global marketing: foreign entry, local marketing, & global management. Boston: McGraw-Hill Irwin,.

Kotabe, M., Helsen, K., &Kotabe, M. (1998). Global marketing management. New York, NY: Wiley.

Quelch, J. A., & Hoff, E. J. (1993).10 Customizing Global Marketing. Readings in International Business: A Decision Approach, 267.

Samiee, S., & Roth, K. (1992).The influence of global marketing standardization on performance. The Journal of Marketing, 1-17.

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