component's of the Marketing Mix (4Ps) & how it's affected by Ethical Issues

The Marketing Mix’s 4ps can be affected by ethical issues such as, consumerism, strategic planning & the legal environment. Products, which are the goods, services or ideas that are intended to satisfy the consumer’s needs. With the excessive focus on goods, there tends to be a lack of accountability on a full range of marketing activities, a focus acquisition as opposed to the use and disposal, the omission of strategic marketing, and most importantly the lack of relationship marketing. With such limitations, it is apparent that new theoretical framework may be needed.

The price of a product or service is not to be left out and may be the most important factor as to it being successful in how it sells. Manufactures and retailers strategize pricing methods to make better earnings without defrauding the consumer or competition. Competitions pricing affects the consumer’s impression on fair pricing. There are business laws that protect competitors and the consumer from any unethical pricing strategies that marketers may try to attempt.

Promotional efforts have led to several danger points in market research such as the Invasion of privacy, stereotyping. Also knows as the exclusion of certain demographics or geographic areas to exclude from a market. Selective marketing is used to avoid the demand from those audiences that are undesirable. Targeting those that are vulnerable such as children and the elderly is something I believe we all have seen on numerous occasions. Selective marketing, contrary to popular belief that ethics and profits don’t mix, have proved to be highly profitable.

Placement of a product is something that’s always a question in ethics that arise when it comes to the distribution process. Often times you will notice an abundance of fried chicken fast food restaurants in urban and African American predominant areas or the advertisement of menthol cigarettes on billboards near those communities. Information is gathered from research, and is very important in the success of marketing a product or service. Often times on the consumer end, we tend to consider this data collecting, invasion of privacy. Many people are resistant to give out this type of information. In fear that they will receive unwanted marketing promotions and products.