Week 11 Homework
Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing. For example, advertising very sweet and fatty foods to young children is perfectly ok because children like sweets and, when parents buy these products at their children’s requests, the needs of both the kids and their parents are met and satisfied. What is your reaction to this view?
My take on this and agreeing with the concepts expressed on Chapter 16 our current textbook is that companies and marketers need to be ethical and socially responsible. “The Societal Marketing Concept requires that all marketers adhere to principles of social responsibility in the marketing of their goods and se4rvices that is they should endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole while fulfilling the objectives of the organization”. They also indicate that when society prospers, so do marketers and companies so at the end of the day, it is in the best interest of companies to advertise ethically and responsible. For sure I don’t want my children surrounded by messages that in the long run are not good for their health and wellbeing.
Why are companies increasingly introducing green products and engaging in ecologically friendly practices? Provide an example and discuss if the company is truly practicing what it is proposing.
Being on an era of instant communication and where very few remain hidden in the world along with the individual’s awareness on their health and the environment, it is in the best interest of companies and marketers to not only advertise, but also develop strategies that eliminate or reduce their footprint on the environment. Furthermore, there are many consumer advocacy groups that act as watchdogs for the consumer. According to the Newsweek ranking of the 15 greenest companies...
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