Friends of the Earth and its Marketing Activities
Introduction
The Friends of the Erath (FOE) was based in Hong Kong which is a charitable organization and one of the most prominent environmental groups whose concern is the protection of environment regionally or locally into engaging to the society and in the business sector. In with this, the company manages its marketing to recognize its products and services for the consumers will determine the organization (Friends of the Earth Corporate Website, 2008).
The Marketing Strategy of Friends of the Earth
Comparing the marketing strategy of the public and private Hong Kong organization to the voluntary organization it is obvious to say that the private sector marketing techniques are often cannot be applied directly to the public sector without any political means or needs to follow some guidelines from the government. The public agencies also are conducting their marketing for the constituents’ purpose but the private sector was the satisfaction of the customer’s needs. The public marketing is not guided by the market forces while the private are fixed by the external forces (Whicker and Areson, 1990, p. 218). The voluntary organization has the marketing strategy wherein it does not have the objective profit oriented. There are also non-market pressures which means it is not compulsory for the company to its customers to support the project for this organization and to its customers are expected to change the behavior and attitude. Thus, it evident that there is a difficulty in portraying the true offering in the media that owes the intangibility for the psychological and social benefits and it is tactical aspects oriented (Buttle, 1996, p. 179). The 4P’s of the FOE which needs to be considered are its products which are primarily the campaign for the environmental protection, waste minimization, recycling and any projects and services which has in connection or concerns to the environmental friendly policy. To compare it to the product of the private/public company which are focus on the products profits and not to the environmental concerns as the product of the FOE. Comparing the prices of the public sector and the public to the FOE price the private and public company focuses specific prices taken from their consumers directly while the FOE are focus on the donations from their members, supports of the publics and corporate contribution since they are not receiving regular funds from the government. The place for the company was starting to operate in mainland china and diversify its business in Hong Kong as well as the provinces although they are the same from the public and private sector for their place which must be strategic. For its promotions and shows consumer oriented, the FOE makes the use of published materials which includes the coastal guide series and the child’s heath and environment. The energy teams and the campaigns are all publishing the position and research papers as well as the issue in press releases. The members of the organization have their free access on the environmental files, library, videos, and books and to the exhibits. The company then makes the use of the internet as their website in promoting their campaign. Aside from that, the company also made the publications as the E-alerts, the Articles, Press Releases, Newsletter, the Position Papers and Reports (FOE Corporate Website, 2008). Commonly, the company’s major marketing strategy is given below:
The promotional strategy of the private sector organization shows a profit oriented.
The company’s focus customers are started from the childhood and followed to be a civil servant through having workshops and up to their matured age which means that everybody was their target one while the private and public company is focus to the respective customers depending on their product.
Ethical Issues in E-Commerce
Due to great impact of internet in the society, the marketing through website was also done but also go through the ethical issues business-to-consumers and business-to-business. Thus, the privacy and the security that concerns the e-business are becoming prevalent and difficult to trace out while having the advertising frauds and email scams. There are also defamatory and negative articles which published regarding the various companies and people for the other websites and can possibly have the legal consequences which can stress worldwide. If the webmasters are performing the client website’s optimization can have the long negative business consequences as the false advertisement of e-business. There are importance for the marketing ethics and the e-business which involves the marketing ethics because there will be potentials for the revelation of intellectual property and the trade secrets if improper use of b2b behavior. There will also be different information that is not shown in the search results which leads to cheating. The advertisement can also encounter unethical adware and spyware for the promotion which is a money scam. Ethical issues also occur in identifying the theft and internet fraud as well as the domains for registering names in issues and scams or disputes. Most of the companies also that involve in the internet marketing was possibly expected that they cannot re check the content as well as receive the notification in carrying and hosting for taking the view. In addition, there are also negative weblogs for the corporate thoughts, happenings and ideas which sometimes be published and shared to others as negative or positive impacts to the company which can interact to the visitors (Warholic, 2008).
Bibliography
Internet Marketing Ethics Web Issues 2008, Professional Web Services, viewed 10 October 2008, Warholic, http://pwebs.net/marketing/ethics/articles/internetethics.htm
Friends of the Earth 2008, FOE, viewed 10 October, 2008, http://www.foe.org.hk/welcome/geten.asp?id_path=1,%207
Buttle, F 1996, Relationship Marketing: Theory and Practice, SAGE, United Kingdom.
Whicker, M and Areson, T 1990, Public Sector Management, Greenwood Publishing Group, United Kingdom.
Friends of the Earth 2008, FOE, viewed 10 October, 2008, http://www.foe.org.hk/welcome/geten.asp?language=en&id_path=1,%202,%2021
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