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Marketing Ethics- Coca Cola

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Marketing Ethics- Coca Cola

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  • December 2012
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Marketing Ethics- Coca Cola
Introduction
The society is becoming increasing concerned about the ethical values adopted by its companies. Marketing ethics addresses principle and standards that define acceptable conduct in the marketplace.(Linda) Marketing unethical means that the action is legal, but it actually is wrong. Some companies may promote the marketing ethics in order to increasing their reputation. However, some companies may violate the ethical values in order to earn more profits.

Background
The Coca-Cola Corporation founded in 1886 is a carbonated soft drink sold in more than 200 countries. Nowadays, there are many products under its brand to promote in the world which include carbonated soft drink and non-carbonated drink. Coca-Cola Corporation has many unethical issues found. Firstly, Coca-Cola Corporation's product contains high level of the cancer-causing. (CPSI, 2012)Secondly, the Coca-Cola Corporation destroy the natural environment in India during manufacturing process. (Melody, 2011)Finally, It failed to be truthful in all Zero Coke product.(Fabiola ,2009)According to the American Marketing Association (AMA), these activities are unethical and violate 3 ethical values including transparency, honesty and citizenship.

Transparency
For transparency, The Coca-Cola Corporation failed to create a spirit of openness in marketing operations. It failed to disclose the significant product risks that could affect the purchase decision of customers. The product of the Coca-Cola Corporation contains cancer-causing chemical. The Coke contains high level of the cancer-causing chemical 4 methylimidizole (4-MI) in many countries. The carcinogen forms when the ammoniated caramel coloring used in colas is industrially produced. The U.S. Food and Drug Administration states that a Coke would have to have under 3 micrograms of 4-MI.(CPSI, 2012) However, Cokes marketed in Canada, the United Arab Emirates, Mexico, and the United Kingdom had between...

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