The Global Marketplace Essay Example | Topics and Well Written Essays - 750 words

The Global Marketplace - Essay utilizationThey always put people before the product and this has ensured success for them loc ally as well as internationally. Even with suppliers they have a healthy relationship, this allows them to get quality coffee beans so good coffee. They are also involved in corporate social responsibilities services like helping the farmers and protecting the surround by buying only from those suppliers who are socially responsible themselves.Looking at the price we fancy it high priced thus the target market is elite in Ger many another(prenominal). 1 lb. of coffee costs virtually $11. Thus the rich Germans prefer to go there and since the coffee is made to their taste (altered according to German preferences that is they prefer more sweet coffee) the coffee is an instant hit.The decor of Starbucks is made to look cozy and signify and also provides privacy to people, this gives people an incentive to sp set aside time there. They have good music and th us create an ambiance of comfort. It depose serve the purpose of a meeting place or a place to escape from problems and be alone. This feature remains to be constant in all outlets all over the world.The article, Ethical marketing for Competitive Advantage on the internet deals with the very debatable question, what is invasion of privacy Its reason Ashok Ranchod has weaved quiet interesting circumstances around this very question. It seems to him that the marketing done online is taking on an aggressive saloon with pop ups, deceiving banners, hyperlinks etc existence the majority of marketing techniques.The article takes a futuristic approach, with the author pointing out the fact that companies need to develop long term marketing plans, which would retain clients rather than brusk term plans. The short term plans might sell the product or service initially but in the end if ethical considerations have not been taken place then the company would end up losing their customer ba se. Therefore in order to survive in the market the future plans of a company should be more of long term nature.The situation that Ashok Ranchod looks upon is that of information acquiring on the Internet. According to his research many people hesitate from indulging in online purchases due to this factor in. Cyber crimes, information thefts are becoming all withal common these days. There have been many ethical boundaries drawn but only 20% of it is being implemented. The steps that can be taken to rectify this ethical concern is that each product be first analyzed on its hurtfulness to the customers. The product should be well tested and should be harm free. Twisting the truth is another factor, with regards to which care should be taken. Then the third most important factor is individual autonomy. This is that companies should not attack customers with pop ups and deceptive links, instead the decision should be left on the customer.Kotler and Levy have written an interesting b ook, Corporate Social Responsibility. Even they believe that through ethical considerations you can enhance company image, lower employee turnover, lower costs and easily attract investors thus giving you a competitive edge.REFERENCES1. Starbucks official website. (22/july/2008) http//www.starbucks.com/2. Starbucks Germany (22/july/2008) http//www.starbucks.de/de-de/_Our+Stores/3. Ashok Ranchhod and Claire Gauzente. Ethical Marketing for Competitive Advantage on the Internet. Ams Review. (2003)