MARKETING AND BRAND MANAGEMENT

Marketing and Brand Management

Marketing and Brand Management

Introduction

Consumer is an individual who purchases or utilize things (goods) or services. Marketers are the people who offer these services. The most difficult questions for marketers are why consumers do what they do. Factors influencing consumers' buying behaviours are really complex. Consumer behaviour is subjective to the consumer's characteristics and by the consumer's decision processes. Consumer characteristics consist of four major factors: cultural, social, personal, and psychological. Consumer responses and also their buying behaviour are mainly influenced by a person's group, family, roles and status which are generally termed as social factors.

Ethical Aspects of Marketing

The concept of ethics to determine, in any form in a society made to treat each other and how to interact. Standards of conduct may take the form of laws, and may remain unwritten, but society demands that they perform.

Trade also has a set of rules and laws that should be followed. Thus, international codes developed by the International Chamber of Commerce, regulate businesses in specific industries (chemical and pharmaceutical industry), in the field of competition, advertising, sales promotion, market research, etc. Particular attention is paid to the social and ethical marketing, including the problem of production of goods that must meet healthy, reasonable needs of society.

Enterprises should not produce goods of poor quality, which can damage human health. In addition, the urgent issue of such industries that destroy the ecological balance in nature and harmful effects on the environment.

However, in relation to the seller and buyer, they do not always respect the moral and ethical standards. Sometimes there is likelihood that the product is incorrectly represented. This is a fairly common case, especially in retail, where the product is advertised as having a number of specific properties and because of this, and the relative cheapness it is quickly sold.

The second possibility of unethical course of action in relation to customers is available in the field of advertising. Advertising of a product can easily distort its features, to give false information about prices and services. Most of the media is aware of the integral formation of advertisers trying to embellish the product even though they are often very difficult to decide which advertising message is true and which is not. Thus it is considered unethical to defame competitors, and should be given only fair comparison.

But there is always a temptation to overestimate the quality of the company's own product, and diminish the dignity of the product of a competitor.

For many years the question of ethics in marketing was not frankly considered. However, in recent years, specialists Marketing increasingly interested in different issues related to ethics. Add to this the fact that regularly, the main marketing journals contain articles dealing with ethics marketing.

However, the real breakthrough for research on ethics in marketing, in terms of knowledge development, came from the definition of several marketing ethics models. Thus, different authors write different sections showing the different models in justifying their arguments ...