Discuss about the Marketing & Management for Marketing Failure.
Ethical issues in the marketing field and discussion of two companies in Australia who have been some issues pursue in their business
Ethical issues in case of the marketing field increase from the conflictions and due to the lack of the agreement on specific issues. Organisations engaged in the marketing communications, which have a group of expectations. These expectations represent the business relationships and it will include the different shapes (Asian Business Review. 2016). Each of the marketing notions follows its own and definite issues, which have been discussed briefly in the following:
Ethics in promotion as well as advertising:
Advertising can highly offend some groups when they have higher interest to the other organisations. Business marketing sometimes uses the deceptive and the legal promotional issues in order to bring the consumers into the organisations. Unethical promotions also damage the business along with the consumers. This will hamper the image of the business as well as the marketing. In this connection, Choicebusinesssolutions.net. (2016) added that marketing promotion is an ethical approach and this will reflect a business to construct the trust in terms of the brand valuation along with the help of the each of the consumer. On the other hand, the negative advertising strategy is able to highlight the several limitations of the products of the rival organisations. It can also measure the intrinsic benefits about the service or the products. This ethical marketing strategy is referred as the political advertising (Asian Business Review. 2016).
The promotion of the marketing issues reflects the compliance in terms of local, federal laws or ethics. As per the statement of Choicebusinesssolutions.net. (2016), marketers focused to the several brands, which is able to measure the brand reputation. In addition, in this purpose it can be mentioned that honesty is the major ethics during the dealing with the moral issues in case of marketing. Henceforth, maintenance of good relationship with the consumers as well as with the suppliers is necessary. On the contrary, Stephens (2016) argued that sometimes misinterpretation or misunderstanding violate the individual’s own right or ethics.
Deceptive marketing strategy and ethics:
Deceptive marketing strategies do not include the definite limitation or the target market. Sometimes, these marketing strategies do not observe by the customers. There are several approaches of the deceptive marketing. Stephens (2016) mentioned that this is assumed to be beneficial as it is capable to represent in verities forms to the customers. Among them, one approach can be completed with the using of humor. Humor is helpful to relief from the several kinds of human limitation and therefore, some of the advertisers can include the benefits of this deceptive advertising technique.
Anti competitive traditions:
In order to discuss the several approaches of anti competitive traditions, Theaustralian.com.au. (2016) expressed that bait and switch is a kind of fraud. Here, the consumers are baited via advertisements of the manufacturing goods or services, which have a lower price. Nevertheless, in the reality, the consumers observe that the original products are not appropriately similar to the advertisement and henceforth, they are intended to switch to the other products, which are assumed to be costlier. Planning obsolescence is the other type of anti competitive strategy. With the help of this strategy, designing of the products have the definite necessary life.
Writing-speech.dartmouth.edu. (2016) put that it is hard to find out the ethical pricing strategy for the businesses. In this purpose pricing segmentation, depend upon predatory pricing. As per this concept of pricing policy, t is the suitable approach of the sales of the products as well as the services in terms of the very lower prices. Moreover, this type of pricing policy is helpful to determine or intend to fetch the rivals from the market or it is possible to create a barrier that the competitors cannot enter in this same market.
In order to discuss the ethical issues of two Australian companies, this study has been discussed the marketing ethics of Holden Colorado and Rockpool. Holden Colorado is an eminent car manufacturing company is Australia whereas Rockpool is one of the largest restaurants in Sydney.
Rockpool.com. (2016) stated that, Rockpool used to deliver greater quality of food to its consumers. Although, the price of the foods is little high, the foods they served to the customers are high quality. Most of the consumers are seeking to get the service of Rockpool with the family members. They have the comparative advantage in the seafood items. In this context, it can be stated that Rockpool fetch out the competitors from the market. In addition, the service provide by this restaurant is also very good. For which the consumes are also interested to visit to this particular restaurant. Instead of this, Rockpool also prepare foods for the vegans. In order to improve their service in the future, Rockpool arrange a feedback or review section, which helps them to rectify whether there exist any shortcoming or not. They also advertise their products or promote new menus through social networking sites. This will help to the consumers to know about the new items or offers.
Holden Colorado provides greater performance of the manufacturing car’s engine to the consumers (Stephens 2016). In addition, it offers to its customers family friendly and the five seaters car. Moreover, in order to discuss the ethical issues, it can be recommended that the differences between the principle valuation and the own self-interest measure that how it is difficult to take decision regarding the programming of the cars. These are marketing strategy of this specified car manufacturing company and hence, the consumers are willing to purchase this car. On the other hand, in order to get the comfort at the time of riding, the strategy of Holden Colorado is to use several materials, which keeps the cabin warmer. The diesel engine is loud but it is enthusiastic. The best part of this car is the presence of the automatic gearbox. As a result, the adaption of these marketing strategies helps to achieve the Australian New Car Assessment Program reward.
Topic 4: Issues in labeling and packing in Australia
The objective of the study is to highlight on what the different issues are faced by different Australian organization in labeling and packaging. There are different issues faced by different Australian companies in labeling and packaging. Labeling and packaging are the two important aspect of marketing in the recent time. There are a variety of pressing issues that are faced in this particular industry (Aaker, 2013). Food industry is one of the most popular as well common industries in Australia. Some of these left individual operator to manage, some are legislated and other handled by trade association. However, there are certain consumer rights which majority of the consumers prefers in the business process. It is one of the basic rights of the customers to get the complete information about the product, which includes obesity, nutritional content, food safety, and other additional information of the products (Armstrong and Kotler, 2013).
Packing and labeling process
Packaging is the process of covering, wrapping of goods into a package. On the other hand, the notion of packaging involves in the process of designing and producing the wrapper for a product. The overall concept of packaging is next to grading and branding. The overall idea of packaging and is very much essential towards offering goods in safe and secures position to the customers (Hood, 2013). The primary function of packaging is one of the most essential as well as one of the most crucial parts as it includes five major factors, which includes presentation, protection, preservation, economy and convenience. On the other hand, the secondary function of labeling includes the notion of the identification, suitability; labeling and handling are some of the unique features, which included in the process packaging. At present in Australia labeling and packaging have become the two most important features of marketing. However, in recent time there are certain issues faced in both packaging as well as in labeling in Australian market. On the other hand, there are three labels of packaging which are included in the overall business process, which includes brand label, grade label and informative label (Kotler, 2012).
Major issues faced in the Australian market packing and labeling
In recent time, some of the major issues faced in the product packaging include overweight, breakage, pilferage, moisture, and temperature. Apart from this, there are some additional issues which different marketers in Australia faces in the overall process of packaging and labeling. There are certain rules and regulations developed by the government of Australia to follow a proper process of packaging and labeling. Some of the most important issues faced in the overall packaging and labeling are highlighted in the following part of the assignment in a diversified manner (Kotler and Armstrong, 2012). There are many people globally who prefers to know about the products and services that they are using. Sometimes marketers use different label information to misguide the customers about the content of the product. It is one of the most important issues, which the Australian market faces, in the marketing process. There are certain ethical consideration made by the Australian government in the process of making some compulsory activities in the packaging and labeling. The identification of the products hugely depends in the process of packaging and labeling. There are several classifications in the process of packaging, which includes problems with packaging graphics, problems with safety, problems with environmental issues and many more. There are several rules and regulations need to follow by the companies regarding all the aspects of the labeling and packaging. It is one of the most crucial parts in the overall market structure (Kurtz and Boone, 2012). There are several advantages in the process of labeling and packaging. It acts as a source of advertise for the marketers to the consumers which describes the product specifications along with the background of the companies. Unfortunately, ethics contributes a significant part in the problems with packaging and labeling. Packaging need to provide a certain amount of information to the customers based on the product specification and background of the company, depending upon the nature as well as type of the products. Thus, it is extremely important for the for the marketers to ensure the potential customers by providing the proper information to the consumers (Matthew Moore, 2016).
This part of the analysis will ensure in the process of the issues faced by the marketers in labeling based on the graphics. Many cases in which the marketers use different graphical representation do not represent the actual product. In order to make the overall product more attractive different marketers represents false graphical representations. The second part of the study will ensure as well as highlight what are the different kinds of measures and problems that can be achieved towards making the product safety (Pride and Ferrell, 2012). Consumers are very much concerned with the product packaging mainly incase for the children products. All the children products include needs to be maintained in a proper manner, which will ensure that the products are safe and secured. Australia is one of the most pollution free countries across the world. The recent issue, which is highlighted in the overall proceedings of the business, is the application of the biodegradable packaging system. It is one of the healthy decision-making polices that the government has decided to adopt in the process of packaging. It is one of the most important environmental safety measures adopted by the government in order to protect the ecosystem and maintains diversity in the environment (The Australian, 2016).
Ethics Considerations of the Government
There are different companies, which faces the certain issues in the process of a proper labeling and packaging in the business operations. Labeling is the identification of the product on the other hand packaging means safety of the products (The Sydney Morning Herald, 2016). Both identification as well as safety of the products is equally important in the overall business process. There are certain issues, which have been identified in the process of labeling and packaging. All the major issues of labeling and packaging are highlighted in the study and most importantly there are certain key measures, which the Australian government has adopted in order to solve these particular problems by developing different kinds of ethics (Yost, 2012).
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