Kit Kat Mail&Ethics - KIt Kat mail ethics PDF

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GLOBAL MARKETING & ETHICS

COMM 296: INTRODUCTION TO MARKETING

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Global Marketing: Kit Kat Mail 1. Which elements of the marketing mix were standardized and which were adapted? Justify your answers. -

Promotion was adapted because the Japanese language shows that kit kat is trying to attract Japanese audience and the product itself is standardized. By definition, standardized means it upholds the same quality all around the world, Kit Kat did not change anything for the Japanese market, that is why the product is standardized. On the other hand, adapted basically means a company changes some things that will benefit the company and the country. In Kit Kats case, they made the text in Japanese.

2. Is Kit Kat Mail an example of co-branding or co-marketing? Justify your answer. -

Kit Kat Mail is an example of co-branding. By definition co-branding is where two brands come together to produce a new product. Kit Kat and Mail are two different brands and they both made a product called the kit kat mail.

Ethical Issues in Marketing 1. List one ethical issue in marketing. Describe the issue, making sure to include which area(s) of marketing the issue affects (e.g., product, price, place, promotion, research, etc.). -

One possible ethical issue in marketing is deception, there are times where a company exaggerates the claims of their products by saying that “drinking this will reduce your weight by 20lbs in just a week!”. Deception is an ethical concern in promotion, which basically means misleading the consumer in order for them to buy products from the company. This is prevalent in today’s time, one example is where lululemon states that their products are “environmentally friendly” but in reality, they are not, this is called greenwashing.

2. What is a strategy the organization could use to avoid, mitigate, or resolve this ethical issue? -

One strategy the organization could use to mitigate or resolve this issue is by giving out scientific facts, in promotions and show actual results. Firms should avoid this because consumers will stop buying products from the firms and this is also against the law....