Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 15.2, Problem 15.4LR
Summary Introduction
To discuss: The reason for business products shorter than the channels for consumers’ products.
Introduction:
Producers use many alternative ways for the product to get the efficient way to reach the buyer. This leads to many differences between the channels for consumers’ products and business products.
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What is a good response to this statement?
As we know, several global retailers target densely populated regions such as China or India as they represent emerging markets and great potential for maximum profits. As many have stated in this discussion, these retailers tend to exploit workers in these regions by utilizing the nation's lax labor laws, health and safety standards, as well as their lack of rights within the region.
However, some do not discuss the cultural appropriation or pandering that these companies exercise in an effort to maximize their profits. There are instances of companies utilizing cultural elements such as symbols, traditional designs, or culturally significant images on mass produced items without understanding the meaning or showing respect to that significant meaning. Retailers sometimes utilize these culturally significant images or symbols to maximize their profits without acknowledging where it comes from or giving back to the community they took it from.…
What is a good statement to this post?
One ethical issue that stood was how global retailers sometimes enter international markets without creating fair partnerships within their distribution channels. In Chapter 15, it talks a lot about the importance of building strong relationships with local intermediaries, but the reality is, some companies just try to dominate the market instead of collaborating. That power imbalance can lead to unfair contracts or local businesses getting pushed out. It’s like they show up, use the local resources and networks to make profit, but don’t invest back into the community or share the success. That’s not right. If you’re going to expand globally, you should be willing to build genuine partnerships, respect the local market, and not just focus on control and profit (Cateora, Gilly, & Graham, 2020). It’s all about being ethical and intentional with how you grow.
What is a good response to this comment?
One major ethical issue global retailers face when expanding into markets like China and India is the risk of worker exploitation. Many retailers outsource production to factories in these regions because of lower costs, but those savings often come at the expense of labor rights. Long hours, unsafe conditions, and poverty wages are still common, especially when oversight is weak (Locke, 2013).
Companies often claim ethical standards but turn a blind eye to what happens deeper in their supply chains. This disconnect damages credibility and harms real people. Ethical branding should not stop at borders. If a brand markets fairness or sustainability, it must apply those values globally or risk being seen as performative (Crane et al., 2019).
Chapter 15 Solutions
Marketing
Ch. 15.1 - Prob. 15.1LOCh. 15.1 - Prob. 15.1LRCh. 15.1 - Prob. 15.2LRCh. 15.2 - Prob. 15.2LOCh. 15.2 - Prob. 15.3LRCh. 15.2 - Prob. 15.4LRCh. 15.2 - Prob. 15.5LRCh. 15.3 - Prob. 15.3LOCh. 15.3 - Prob. 15.6LRCh. 15.3 - Prob. 15.7LR
Ch. 15.3 - Prob. 15.8LRCh. 15.4 - Prob. 15.4LOCh. 15.4 - Prob. 15.9LRCh. 15.4 - Prob. 15.10LRCh. 15.4 - Prob. 15.11LRCh. 15 - Prob. 1AMKCh. 15 - Prob. 2AMKCh. 15 - Prob. 3AMKCh. 15 - Prob. 4AMKCh. 15 - Prob. 5AMKCh. 15 - Prob. 1BYMPCh. 15 - Prob. 2BYMPCh. 15 - Prob. 3BYMPCh. 15 - Prob. 4BYMPCh. 15 - Prob. 5BYMPCh. 15 - Prob. 6BYMPCh. 15 - Prob. 1VCCh. 15 - Prob. 2VCCh. 15 - Prob. 3VC
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