Discussion Chapter on "Global Marketing Management"

Discussion Chapter 4 pages (1312 words) Sources: 1+

[EXCERPT] . . . .

Global Marketing Management

The question of bribery has been distilled in business literature as a question of ethics. In this situation at the airport with the customs officer, it is important to distinguish between business ethics and personal ethics. In a business ethics situation, the Foreign Corrupt Practices Act would prohibit offering any bribe to the customs office -- for example to free a shipment of goods that was lost in red tape (Pitman & Sanford, 2006). Most companies also have policies against bribery as well. In this situation, however, the main issue at hand is that of personal ethics. When in a situation where your company is unknown and there is no business being conducted, normal business ethics and laws (including the FCPA) do not apply, only personal ethical standards.

In the West Africa, bribery is socially accepted. In a situation such as this, it is also expedient. If we consider fundamental negotiating theory, the customs officer has nearly all of the bargaining power because the power associated with being morally "right" does not exist, according to the prevailing norms of that country. Combined with the time constraint under which you operating, you have no real bargaining power in this negotiation. In the absence of applicable laws, the moral imperative is defined only by one's own personal ethical standards. If one deems it worthwhile to miss the airplane on principle, then that is an option. However, this has consequences in that you miss the plane but you also do nothing to prevent future incidents of bribery. The bribery stems from ineffective, likely bankrupt government, which means passport control officers are paid next to nothing, becoming essentially private contractors rather than the comfortably-paid public servants we associate with the role in the West.

Given that you have ceded all hint of bargaining power by telling the officer about your immediate departure, and that a moral stand on your part will do nothing to ease corruption in the country, the best course of action is the one that will minimize the damage. Fifty dollars is far too much to pay for such a bribe. The going rate for a bribe of a border guard in the Third World is typically measured in one or two dollars, maybe five, and this guard is simply taking a home run swing since you are clearly naive. There is no need to increase the going rate. Produce a few dollars and get your passport back. Being morally right by Western standards may make you feel as though you have made a difference, but your stand has not made a difference and you will have missed your plane and put yourself through considerable expense and discomfort for nothing. The time to reflect on the morals of a situation is either before the trip (in which case you would have arrived much earlier and been prepared to wait a few hours for your stamp) or relaxing at home with your friends and family, not during the middle of a tense negotiating situation with the clock ticking.

5. Consumer choice is the output of consumers' individual value equations (Neal & Bathe, 1996). Consumers make decisions about the relative value of a good or service -- its benefits relative to its cost -- and these decisions guide consumer actions. For the international marketer, it is critical to assess the value equation for your product or service when entering a new country. The value equation assumes that the total value for the brand is made up of its price, the product deliverables and brand equity. What global marketers need to understand is that the value equation shifts depending on the market. For example, KFC in the United States has a low price, moderate perceived benefits and high brand equity. In Malaysia, where fried chicken is available in every night market for much less than at KFC, the price part of the value equation has shifted. This… READ MORE

How to Reference "Global Marketing Management" Discussion Chapter in a Bibliography

Related Discussion Chapters:

Marketing Management Marketing Is so Ingrained Multiple Chapters

Marketing Management

Marketing is so ingrained in the modern way of life we almost do not notice it -- yet we are all ingrained and enraptured by its very power… read more

Multiple Chapters 5 pages (1593 words) Sources: 6 Topic: Advertising / Marketing / Sales

---

Marketing Management Discussion Question Answers Essay

Marketing Management

Discussion question answers of Marketing issues

Do you believe that prices should reflect the value that consumers are willing to pay or should prices primarily reflect the cost… read more

Essay 5 pages (1789 words) Sources: 8 Topic: Advertising / Marketing / Sales

---

Boys and Girls Club of America Thesis

Marketing Management of Boy's And Girl's Clubs

Marketing Management Analysis and of Boy's and Girls' Clubs

The Boys and Girls' Clubs of America is facing several significant challenges to its… read more

Thesis 15 pages (5025 words) Sources: 8 Style: APA Topic: Management / Organizations

---

Marketing Strategies the Marketing Plan Delivers Marketing Plan

Marketing Strategies

The marketing plan delivers the various strategies that All Technology Computer will use to enhance competitive market advantages. The paper discusses the company mission statement and the strategies… read more

Marketing Plan 18 pages (5577 words) Sources: 10 Topic: Advertising / Marketing / Sales

---

International Marketing How Does Global Marketing Management Term Paper

International Marketing

How does global marketing management differ from international marketing management? What benefits are offered by a global orientation?

Global marketing management crates a cohesive series of strategies that… read more

Term Paper 7 pages (2030 words) Sources: 0 Style: MLA Topic: Advertising / Marketing / Sales

---

View 100+ more related papers  >>