The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:
Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy.
Also, consider the element of ethical promotion and social responsibility toward consumers.
Your research project must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least four pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. An abstract is not required.
You don’t have to worry about the one from csu. I talk to my professor and he said the outside ones are good.
Answer preview
Ethical considerations are essential in marketing because people pushing different products must ensure they do not provide misleading information to consumers or create a wrong impression (Jacobsen, 2020). Both Pepsi and Coca-Cola have come under heavy criticism with concerns over unrealistic claims. For instance, the association of Coca-Cola with happiness and portrayal of Pepsi as enabling consumers to do extraordinary things have not gone down well with many people. However, the companies’ rebuttal has been that these are obvious marketing gimmicks that the average consumer would not construe to be true. Concerns over product safety have led the two entities to remove controversial ingredients from their products to ease consumer fears (“Coca-Cola to Remove Controversial Drinks Ingredient,” 2014).
