The ethics of Globalization: a focus on KFC

论文题目：指导英国assignment：The ethics of Globalization: a focus on KFC

论文语言：英语论文 English
论文专业：Marketing
字数：2000+/-10%
学校国家：英国
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指导英国assignment：The ethics of Globalization: a focus on KFC

1  Introduction

Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others[1]. Ethic is regarded as a important point in the marketing because of marketing’s interface between organization and customers. Examining marketing ethics from globalization does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to examine definition of marketing ethics and globalization, analysis the ethical issues in the marketing activities of KFC and propose organizations how to deal with such problems.

2 Definition of marketing ethics and globalization

3 KFC Case Study

4 Conclusion
 

There is much overlap between marketing ethics and business ethics because the basic frameworks that describe ethical decision making in an organization include decisions that encompass marketing[6]. So ethical decision making in marketing parallels ethical decision making across all organizational domains. Namely, within the context of an organization, there is an ethical component to business decisions, regardless of whether it is marketing or some other functional area component.
So, marketers should identify the importance or relevance of a perceived issue and the intensity of the issue. Nowadays, the KFC is being pressured to offer healthier menu options by various government agencies, consumers in different countries, and special interest groups, especially for children. The intensity of a certain problem is seemed to change over time and among each individual and is controlled by the national values, culture and norms[7]. Associated with the release of the movie Super Size Me, fast food restaurants became the negative publicity targets. In order to change the dimming situation, KFC can replace high-calorie foods with more  vegetables salads and healthful portions and alternatives according to requires in different countries.
In the same time, individual factors are obviously important in the evaluation and resolution of ethical issues, and familiarity with principal, theoretical frameworks from the field of moral philosophy is helpful in determining ethical decision making in marketing[8]. So, Personal moral development and philosophy of marketers and organizational culture determine why different people solve problem in varying ways. Actually, top management’s actions on ethical issues, codes of conduct and ethics policies, the opportunity for misconduct, the values and moral development and philosophies of coworkers all contribute to an organization’s ethical climate.
In short, marketing ethics have been a essential part of organizational responsibility and customers can not make decisions about a certain product without it. What’s more there is a recognition that corporate culture has played a core role in improving marketing ethics[9]. KFC is a successful enterprise with high corporate culture, but its marketing ethics has many defects too. As a young man, I love KFC and its food and I hope it has positive marketing ethics in marketing progress in the overseas market as a international corporation, so change is inevitable if KFC want a long term development.

5 References
[1] Bacon, T. (2004), “You are how you behave: customers can’t be fooled”, Journal of Business Strategy, Vol. 25 No. 4, pp. 35-40.

[2]Hosmer, L.T. (2002), The Ethics of Management, McGraw Hill, New York, NY.
[3] Bassett MT, Dumanovsky T, Huang C, et al. Purchasing behavior and calorie information at fast-food chains in New York City, 2007. Am J Public Health 2008;98:1457e9.
[4] Rosenheck R. Fast food consumption and increased caloric intake: A systematic review of a trajectory towards weight gain and obesity risk. Obesity Rev 2008;9:535-47.
[5] Aggarwal, P. (2004), “The effects of brand relationship norms on consumer attitudes and behavior”, Journal of Consumer Research, Vol. 31 No. 1, pp. 87-101.
[6] Berry, Leonard L (1993). „Relationship marketing‟ in Emerging perspectives on   services marketing.
[7] Wilkinson, I., & Cheng, C. (2003). Multicultural Marketing. In R. Rugimbana & S. Nwankwo (Eds.), Cross-Cultural Marketing. South Melbourne: Thomson.
[8] Curtis, V. 2008. “Ethical Corporations are still more Profitable”. Strategic Finance, June 1. Refer to http://www.ukassignment.org/dxygassignment/
[9] Cui,G. (1997). Marketing Strategies in a Multi-Ethnic Environment. Journal of Marketing Theory and Practice, 5(1), 122-134.