Marketing Report: Ethical Behavior and Promotional Mix Analysis

This report delves into the critical aspects of marketing, examining the interplay of ethical behavior, government regulations, and promotional strategies. It emphasizes the importance of adhering to ethical standards and complying with consumer protection laws, using examples like Apple and Samsung to illustrate these concepts. The report analyzes the impact of governmental factors such as advertising regulations and price discrimination on marketing functions. It also stresses the significance of using a promotional mix, including advertising, public relations, personal selling, and non-media marketing communications, to increase brand awareness, target different market segments, drive consumer traffic, and facilitate distribution. The report concludes by highlighting the benefits of ethical marketing practices, including improved product quality, business growth, enhanced profitability, and stronger customer relationships, ultimately contributing to a positive impact on the economy. The analysis underscores the necessity for businesses to carefully consider ethical considerations and employ a diverse promotional approach to achieve marketing success.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Why are ethical behavior and government regulation important in marketing?
Introduction
As the business and its activities work under the framework of a society, the firm would
be required to ensure that it is successfully being able to abide by the different laws and related
regulations which influence the various business operations. In consideration to this, the ethical
behavior and the government regulations have a considerate influence on the function of
marketing (Deepak and Jeyakumar 2019). As the marketing can be described as an activity
which tends to form a close association of the enterprise with the different customers, the various
ethical behavioral aspects which the firm engages in needs to be kept on check. Hence, the
primary aim of the section is to examine why the ethical behavior and regulations of the
government affect the function of marketing.
Discussion
Pertaining to the governmental factors which influence the functioning’s of marketing,
the government factors can relate to the aspects such as the specific advertisement forms, the
consumer laws, the pricing discrimination along with the warranties as well as conditions which
come under the consumer protection act and related laws. According to Haider et al. (2017), the
ethical behavior relates to the accuracy of the advertisement and the promotional activities which
a firm engages in while marketing. These aspects comprise of the aspects such as the health and
safety concerns of the product along with the basic claims which a product generally tends to
make. These aspects are considered to be critical for the business due to the reason that they
provide certain principles as well as the guidelines which help the business in providing the
goods to the customers along with keeping them satisfied (Kotler et al. 2018). To explain this,
the example of the Apple iPhone can be undertaken. In association with this, when Apple was
introduced in Australia it was required to take into consideration the different Australian
consumer laws before any related marketing and selling activities could be carried out
accordingly. It was able to apply the Consumer laws which were required for the study but in
association with this, it can be mentioned to be very important that it faced certain considerations
in relation to the ethical dilemmas. Other companies who have faced similar issues can be stated
to be the Mc Donald’s and the KFC who faced similar issues (Haider et al. 2017). These ethical

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aspects relate to the misleading as well as the deceptive advertisement, price discrimination as
well as the implied conditions as well as the warranties which need to be carried out in an
effective manner. According to Eastman et al. (2015), the competition and consumer act of 2010
tends to prohibit the advertising of the misleading as well as the deceptive nature. In
consideration with this, the firm needs to ensure that the promotional activities of the
organization do not portray any false information or suggest durability or quality aspects which
the phone does not possess (Chernev 2018). Moreover, the regulations and ethical considerations
also relate to the discrimination activities whereby the prices of the product are set different for
different locations. In association with this, it is effective to consider that, if the firm offers
differentiated prices to the different countries then it is considered unethical (Keegan 2017).
There are several competitive practices as involved in the business whereby the firms
lower the price of the product for some time but the Competition and consumer act of 2010 also
prohibits this kind of a discrimination which takes place and all customers must receive the
goods at the same price. Moreover, the Australian consumer law requires the goods to be of a
certain quality, which means that preset conditions are met with (Deepak and Jeyakumar 2019).
As the marketing is present in all the aspects of the business, it becomes effectively
critical to state that the government has come up with acts to regulate the functioning of the
business. Moreover, in the following section the implications of the ethical considerations and
laws for the business specifically in the field of marketing shall be discussed as follows:
Importance of compliance with ethical considerations and the compliance
In order to understand why the marketing activity of the enterprise and the business as a
whole needs to engage in the overall consideration of the ethical considerations and the
governmental regulations is because it benefits the firm in the given manner:
Firstly, it helps in provision of quality products. After abiding by these rules and
regulations, the enterprise will be able to ensure that the customers are being provided with
quality products and services with the help of which they will be able to engage in better

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operations. Secondly it helps in business growth. The business will experience long term growth
due to improved reputation (Chernev 2018).
Moreover, it also assists in improved profits. As the association with the customers and
the overall brand image of the firm will improve to a great extent, the profits are also bound to
improve. Additionally, it assists in establishing good relationship with employees and customers.
The firm by offering good products and related services will be able to develop strong
associations with customers and employees which further develop related associations. Lastly, it
assists in denoting comprehensive contribution to the economy. When a firm in an industry tends
to perform considerably well, then in this scenario it leads to better contribution to the economy
(Kotler et al. 2018).
Conclusion
Therefore from the given analysis it can be mentioned that the government regulations
and the ethical considerations generally tend to have a considerate influence on the marketing
activities of the firm. In association with this, the particular section discussed the overall
influence and why is it important to undertake the different ethical considerations by a business.

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Assess the importance of using a mix of promotional strategies in the marketing of goods
and services?
Introduction
The marketing as an activity can be described as the means of promoting the goods and
services of the business to the different respondents as present. In association with this, it can be
considered important that, while promoting a particular event or a service, adopting a single
means of promotional activity is not enough and a variety of promotional strategies need to be
made use of by the business to ensure that the marketing can be carried out successfully (Keegan
2017). Therefore, the primary aim of this section is to outline the importance of using a mix of
promotional strategies in the marketing of the goods and services of an enterprise.
Discussion
The promotional mix can be referred to as the mixture of various activities which are
undertaken by the business so as to engage in effective promotional and marketing activities. In
association with this, it can be mentioned critical to state that the different aspects which have to
be involved in a marketing and a promotional activity can be referred to as the Advertising which
is a paid promotion whereby the different presentation of the ideas, services as well as the goods
have to be considered accordingly (Eastman et al. 2015). In consideration of this, these comprise
of the Facebook ads, radios as well as the TV commercials and print ads can be made use of
(Bagozzi et al. 2018). Here the example of the Samsung phones can be undertaken who has been
able to make use of various promotional aspects such that is the Public relations, social media
advertisement and the Print media and television advertisement. This has consistently helped the
enterprise to engage in successful outcomes. In association with this, the public relations takes
into consideration the spread of information between the public and the company and takes form
of the magazines, advertorials, ads and related TV commercials. Even the Cadbury as an
organization has been successful in engaging in adequate promotional mix aspects whereby it
has been able to ensure that it is being able to use print media, sponsorship and the television
advertising to attract the audiences. This is the reason, the chocolate is adequately popular.
Another key aspect of the promotional mix can be mentioned to be the Personal selling whereby
a one to one interaction between the different buyers takes place and the consumers are

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convinced about the goods to be sold. The promotional mix also comprises of the non-media
marketing communication which is aimed at increasing the consumer and market demand so as
to ensure increased sales (Chernev 2018). The example of Apple can also be taken who has
made use of the social media advertising and television advertising to become the best phone
brand.
No single medium of communicating with the customers can be considered to be effective
for the business. In association with this, the firm needs to make use of a mix of promotional
activities which helps in ensuring that the customers can be targeted from all means. The
importance of this mix of promotions can be mentioned to be as follows:
Firstly, a mix of Promotional activities like advertising and sales promotion helps in
increasing brand awareness. The promotions as an activity help in creating considerable brand
awareness. It can be mentioned that when the firms make use of various means of promotion
such as the television, billboards, radios and related newspaper advertisements then in such a
scenario, the brand becomes very popular and this leads to better operations (Kotler et al. 2018).
Secondly, a mix of promotional activities helps in segment identification and also assists in
segment services. This means that in a scenario where the firm is engaged in various marketing
activities then in such a scenario, the enterprise is being able to engage in a strong relationship
with a number of segments and with its individual advertisement means it will be able to cater to
all these segments in an effective manner and the popularity of the brands will also increase
(Chernev 2018).
Moreover, it assists in increases consumer traffic. When the promotional activities are
being engaged in by the enterprise with respect to a variety of tools and related mix of
promotions, then in such a scenario, the customer traffic increases to a great extent. In
consideration of this, when more mediums are made use of the promotion can be carried out in a
better manner and the consumer contacts will improve to a great extent. Lastly, the distribution
of various consumer aspects is facilitated with this. The different individuals as present in the
target market do not generally consider the various promotional means. There may be certain
consumers who may look out for the online mediums only whereby there can also exist different
consumers who look out for the print medium only (Bagozzi et al. 2018). Hence with respect to
this, when the firm follows a mix of promotional activities then in this scenario, they will be able

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to reach out to the different individuals successfully and the accomplishment of the objectives
can be attained in the right manner.
Hence, by analyzing these aspects, it can be mentioned that, the marketers and the
businesses would be required to take into account the different aspects of the promotional plan
and ensure that the right kind of tool is being made use of for the purpose the enterprise
(Eastman et al. 2015).
Conclusion
Hence, it can be critically mentioned that the Marketing is a critical branch of the
business and is integrated in the different departments of the firm accordingly. The promotional
activities act as a key aspect of the different initiatives which have to be taken by the enterprise
and in association with this, the main aim of this section as to assess the manner in which a mix
of promotional activities can be made use of in order to attain success. Therefore, the study
outlined the different aspects of the promotional mix which are required to be made use of a
business and in association with this, the critical importance of making use of a variety of mixes
were also discussed critically. Hence, in this aspect, it can be recommended that any firm which
aims to attain the overall goals of the enterprise would be required to use a variety of mediums
with the help of which they will be able to ensure that the company is being able to advertise its
goods and services accordingly.

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