Marketing Ethics
Marketing Activities -----Groupon Hong Kong Groupon is a deal a day websites, it provides a newly developed business model that offer group coupon per day. The companies provide the coupon of services and products with discount and it works as assurance contract. That means only if the number of people who sign up for the group coupon meet the minimum, the deal will become available. However, there are sharply increasing number of the complaints against the products of the group buying websites in Hong Kong .
Groupon Hong Kong as the biggest group buying company, still being criticized as companies without ethical marketing in Hong Kong. This essay has facilitated the discovery of the ethics of Cadbury’s marketing activities. The discussion is mainly focused on marketing ethical of the products of the Groupon Hong Kong. The products will be analyzed based two ethical values which are responsibility and transparency with according to American Marketing Association (AMA). http://hk. apple. nextmedia. com/template/apple/art_main. php? ss_id=20110701&sec_id=4104&art_id=15391305 Responsibility: Groupon Hong Kong failed to accept the consequence of their marketing decision and strategies. On early September Groupon Hong Kong offers group coupon that customers only need to pay 148 for buying Mint Design shoes which priced $400 in the market. However, it fails to provide products to customers within the committed date as the product was shock out. Although there are many customers claimed to refund, the Groupon did not give any properly responds to customers.
Instead of refund to customer Groupon offer another model shoes to customers and titled “upgraded service” without any reason and the agreement of the customers. (Apple Daily Newspaper 2011) The Groupon fail to provide products as they did not set the limit for the coupon appropriated with the inventory of the Mint Design and refuse to deal with the customers’ complaints. Instead of serve the customers to refund; the Groupon forced the customer to accept another “upgraded product”. According to AMA, it is unethical for Groupon simple ignore the customers’ claim and force them to accept another product.
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Transparency: http://hk. apple. nextmedia. com/template/apple/art_main. php? iss_id=20110924&sec_id=4104&subsec_id=11867&art_id=15643242 Groupon Hong Kong also failed to create a spirit of openness in marketing operations. Customers MS Ng claims it is different to make appointment for enjoy the service which purchased through Groupon Hong Kong. However, she can easily make the appointment for the service in the same shop as a normal customer who paid for origin price. The Kinki Nail Professional said that they set limited quota daily for the Groupon Hong Kong’s customers.
However, the Groupon did not disclose this to customers (Apple Daily Newspaper 2011). According to the AMA, companies have to explain and disclose the risk of the product or service which can determine customers to make the purchase decision. However, Groupon transparent insufficient information about the risk of failure for making booking for the service as the quota set by the suppliers. It is unethical in terms of transparency for group disclose insufficient information. http://hk. apple. nextmedia. com/template/apple/art_main. php? ss_id=20110924&sec_id=4104&subsec_id=11867&art_id=15643242 From above information, it shows that marketing activities are ethical in term of responsibility and transparency. There are increased From my point of view, the Groupon as a leading company in group buying websites should be more responsible for customer needs. Also, Groupon as an intermediate between suppliers and customers, it is necessary for further communication with suppliers. This can help Groupon to provide accurate and comprehensive information of the products and services to customers.
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Marketing Ethics. (2016, Dec 18). Retrieved from https://phdessay.com/marketing-ethics/
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