Evaluate the ethics of exploiting a culture’s norms and values for product promotion.
In general, marketing efforts are executed with the obligation to promote a product , service,
and /or message to a targeted audience for trade actions. It is seen as unethical to exploit
cultural norms to promote a product. Using culture for advertising purposes may be offensive to
other cultures. Culture generally deals with patterns and symbolic structures of human activities
that give it such importance. Using cultural practices to promote products is seen as
unacceptable. There are laws in every country that need to be followed when advertising
products. It is important to understand the laws in each country before attempting to promote
products.
Explain the cultural and societal issues that would be important to consider when developing
a specific marketing strategy for this product.
In marketing, acquiring the target consumer demographics that identify consumer behavior,
cultural perspectives, and purchasing tendencies. Accommodating those aspects and others
determines the degree of success for an organizations business performance and actions.
Adaptation does not require business executives
to forsake their ways and change to local
customs; rather executives must be aware of local customs and be willing to accommodate
those differences that can cause misunderstandings (Cateora et al., 2020). The new marketing
strategies that were initiated were met by controversy for the degradation of darker skinned
people as well as gender discrimination. Those aspects of marketing actions for Fair & Lovely
brand defines the barrier to changed they may have had. Reasons for the barriers could have
stemmed from societal norms and cultural composition that were ingrained from religious and
historical backgrounds.
Describe the legal considerations that should be kept in mind when promoting this product.
Specifically concerning advertising, market environment research should be conducted for
producing efforts that adhere to local laws that govern marketing internationally. Finding the
demographic categories that are susceptible to the use of the product without any legal
infractions by advertising or product composition would be key to successful promotions. With
70 years of experience and prosperity in the consumer goods industry, this company should be
able to maintain it prominence and reputation with the changes in business practices and
marketing efforts that they have initiated domestically and internationally.
References
Cateora, P. R., Money, B., Gilly, M. C., & Graham, J. L. (2020).
International Marketing
(18th
ed.). McGraw-Hill Education. December 2, 2023,
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