Course: BTEC HND Business Year 2 Module: Marketing Planning Lecturer: Kunal Chan Mehta

Week 7

06/04/2014

LO4

Understand ethical issues in marketing

Week 6
We looked at writing an article for a magazine and also writing a speech. These are important skills for business! Please do your utmost best for these also! We looked at my articles from HM Prison Service and the Probation Service and the editorial styles used.

Q.4.3

Analyse examples of consumer ethics and its effects on marketing planning.

4.3

Guidelines

4.3

(Approx. 170 words) Recommended interim deadline: 3rd November 2013 In your answer you should: Include a definition of consumer ethics. Analyse the effects of consumer ethics in relation to the gaming industry for example green products/services, fraudulent claims purchase of stolen or counterfeited goods, etc.) on marketing planning. Base your answers on real-life examples.

Introduction

4.3

This part of the assessment looks at analysing consumer ethics and its effects on marketing planning for GTAV.

Or ______________________________ ______________________________ ______________________________ ___

What is consumer ethics?

University style
http://www.emeraldinsight.com/journals.ht m/journals.htm?issn=07363761&volume=18&issue=7&articleid=856 405&show=html& 5 minutes Using Emerald Journals obtain a definition of consumer ethics and reference the article.

4.3

Consumer ethics or ethical consumer?

The ethical consumer wishes to minimises social and environmental damage, while avoiding products and services deemed to have a negative impact on society or the environment. See http://www.ethicalconsumer.org/ http://www.corporatewatch.org/

4.3

This all relates to:

Reputation, reputation; reputation Consumers want

Organic Free range Recyclables Fair trade Sustainable sources

4.3

Interesting article on energy

http://www.polygon.com/2013/10/3/47 67660/games-consoles-are-bad-forthe-environment-but-they-areimproving

4.3

Consumer ethics on the games industry

Green products 4.3 Casing Leaflets, game documents Fake or counterfeit GTA games.

See http://www.independent.co.uk/lifestyle/gadgets-and-tech/gta-5-fake-torrentdownload-for-pc-tricks-gamers-intodownloading-18gb-of-viruses-8899507.html

Real cocaine at GTAV launch?

http://www.businessinsider.com/eb-gamesfake-cocaine-gta-v-launch-australia-photo2013-9

Conclusion
This part of the assessment looked at ____________________ Nothing new Brief

4.3

Review of pass questions

Next week we will look at the Merit questions There will also be checklist reviews

Recommended reading
Professor Malcolm McDonald (n.d) Ten Barriers to Marketing Planning, Cranfield School of Management, Cranfield Institute of Technology (Online) Available at https://dspace.lib.cranfield.ac.uk/bitstream/1826/705/2/SWP32 89.pdf (accessed 15 Sep 2012)
Sorger, S (n.d) Marketing Planning , Where Strategy Meets Action, Pearson Educational Inc., BPP Learning Media (2010) Marketing and Promotion: Business Essentials. London. BPP Learning Media Kotler, P. and Keller, K. (2009), Marketing Management, 13th edn, London: Prentice-Hall

06/04/2014

Mehta (2013d) - Marketing Planning

15

"Education develops the intellect; and the intellect distinguishes man from other creatures. His Most High Imperial Majesty, Emperor Haile Selassie I

Image source: http://www.angelfire.com/ny/ethiocrown/HaileIII.html

Lecture References

BPP Learning Media. (2013), Marketing Intelligence and Planning: Business Essentials. London. BPP Learning Media. McDonald, M. (1989). Ten barriers to marketing planning. Journal of Marketing Management. Vol. 5, (1). PP 1-18. Kotler, P. and Keller, K. (2009), Marketing Management, 13th edn, London: Prentice-Hall. Mehta, K. (2013g),Marketing Planning Week 7. [Lecture]. London. Fairfield School of Business. Mehta, K. (2006) Marketing Conceptualisations. London. Thames Valley University (Staff White Paper).