Discussion1
Under normal circumstances, any corporate firm is guided by laws and acceptable values by all stakeholders. As a worker at the Toyota Company – a marketing manager in this case – I would make the company take a more direct route in creating value. Getting to know the immediate needs of the people will make the company create relevant policies (White, 2012). Taking an Impact Environmental Assessment Test as part of the marketing research will be essential. This would mean harmful release of, say harmful gases, would stop. Besides, the company can employ the locals who qualify to do certain jobs instead of importing employees. Eventually, there will be a mutual benefit between the company and the stakeholders (Palmer, 2000). In clearing the mess and reducing harm to the public, I would also find out where and how key and major stakeholders react to the firm’s social corporate responsibility. Using direct focus groups and other research marketing techniques would give more information about the demands of all the company’s stakeholders. Discusion2
Using marketing targeting strategies that would eventually cause psychological, economical, physical or social harm have been greatly criticized. This is more especially when it is aimed at vulnerable consumers. Children and elderly are often considered as the vulnerable groups. Marketing strategies that aim in taking advantage of such a vulnerable group are considered unethical and unjust (Mazzarol & Limnios, 2013). It is ethically wrong to target children in marketing, especially in unhealthy food and beverages. In this case, the breakfast cereal intended for these school going children would not have passed the test of quality. Moreover, children may not be able to decide between the purpose of advertisement in marketing and other forms of communication. This is why – in some countries such as Australia – showing a commercial involving the vulnerable groups such as the poor, elderly and children is banned. It is considered unethical to make profits through marketing to such vulnerable groups.
References
Mazzarol, T., & Limnios, E. M. (2013). Co-operatives in the fourth sector: The role of member-owned businesses in the global economy.
Palmer, A. (2000). Principles of marketing. (Business Source Complete.) Oxford: Oxford University Press.
White, S. (2012). Principles of marketing. (1st ed.). San Diego, CA: Bridgepoint Education, Inc.
Ashford University
