SUBJECT: MARKETTING PLANNING SCENARIO Effective planning is essential for any ma
ID: 347106 • Letter: S
Question
SUBJECT: MARKETTING PLANNING
SCENARIO
Effective planning is essential for any marketing activity to ensure that an organisation realizes its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities.
You have been appointed as a Marketing Strategy Specialist, a new position in Nike. The company is planning to launch a new product in the UAE and is expecting some inputs from you on the new marketing planning perspectives, barriers that might be encountered in the process and finally to produce a marketing plan for the product. In addition you are also required to shed some light on the ethical concerns related to marketing.
4.1. explain how ethical issues influenced marketing planning in Nike.
4.2. clearly point out and analyse examples (minimum of two) of how Nike responded to the ethical issues
Guidelines: different perspectives on ethics in the global marketplace, ethics of the individual elements of the marketing mix (4 or 7 Ps)
4.3. analyse examples of consumer ethics and the effect it has on marketing planning
Guidelines: here you must look at some of the following issues: false insurance claims, warranty deception, misredemption of vouchers, returns of merchandise,etc.
MERIT
To achieve a merit grade you must:
M1Show you have made effective judgements by providing clear justification of the choices you have made in the marketing plan
M2Show that you have used a range of sources and have properly referenced them by using Harvard style both in-text and in bibliography.
M3You must present and communicate your work in a formal, structured, written report manner where coherent, logical development of principles/concepts is evident.
DISTINCTION
To achieve distinction you must also:
D1 Make justified conclusions through synthesis of ideas
D2 Demonstrate that you have taken responsibility for planning, managing and organising your presentation.
D3 Show that innovation and creative thought have been applied in the marketing planning process.
Explanation / Answer
4.1 Ethical issues influenced marketing planning in Nike in following ways
Issues can range from marketing research, to audience ,to deceptions, to promotions .
Marketing research - Improper unethical conduct of market research can attack privacy of an individual which leads to categorzing or compartmentalising people in terms of fixed traits ,characteristics also inaccurate generalisations which leads to wrong or untrue unfavourable results.
Audience - With regards to marketing to an audience there may be population which forms target market which calls for no discrimination ,biasness ,or distinguishment or unfair treatment on the basis of caste ,creed colour,sex etc
Promotions - All promotional activities and advertisments should be far from fake and being false and lies. Exaggerations will have negative and destructing impact on todays generation as their choices and behviours are influenced.
Deceptions - Many cases personality of the product is altered or projected differently which appeals to and attracts a consumer to own it
4.2 Nike responded to ethical issues in the following ways
With regards to disclosure of all information and matter for public interest Nike providing neccesssary guidance to people , preparing stringent strict rules and laws , regulations in terms of enforcing it through a proper ethical framework .
With regards to individuals in Nike sometimes they come under wrong influence and pressure and unfavourable situations cause them to use unethical methods to do business. Thus imparting them education in terms of rights and wrongs ie dos and donts to deal with issues,teaching them self regulation of behaviour along with penalty for individual unethical nd immoral behaviour being imposed and explaining significance to individuals throughout orgnaisation about ethical conduct and operations .
4.3 Consumer Ethics and effect on marketing planning
Consumers land up claiming insurance policiies which are not registered , They want to mislead orgaisation into insurance policies which are not authentic geuine and want favours from company falsely and wrongfully.
In terms of merchandise in stores outlest it shoud be taken care of well as consumers sometimes have a tendency or incoorect intentions of not returning merchandise back to store which is very cheap tactic.
With regards to advertising and promotional activities talking about warranties etc nothing shoud be misrepresented or misprojected and artificial fake exageration .
With regarding to redemption of vouchers consumers mis redeem vouchers againist something other than the product stated on also counterfeiting the couponin order tp get more discount save more money which is iillegal .
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.