In countries where common practices indicate

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In countries where common practices, indicate acceptance of conduct lower than that to which General Dynamics aspires, sales people will follow the company’s standards. Under no circumstances may an employee offer or give anything to customers or their representatives in an effort to influence them. Annamalai University
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213 Source : Kotler, Philip, and G. Armstrong Principles of Marketing, PHI, New Delhi, 1992, P. 643. A number of principles that might guide the formulation of public policy toward marketing may be adopted. The important ones may be enumerated in brief. 1. The principle of Consumer and Producer Freedom As fare as practicable marketing decision should be made by consumers and producers under freedom. Marketing freedom is essential to enable the marketing system to deliver a high standard of living. Freedom for producers and consumers is the foundation of a dynamic marketing programme. This leads to greater fulfillment through a closer matching of products to desires. 2. The Principle of Meeting Basic Needs Marketing should serve both affluent as well as disadvantaged ones. Certain people may lack purchasing power and may go without needed goods and service, which ultimately causes harm to their physical and psychological well-being. Hence, it should endeavour to meet the basic needs of all people and all people should share to some extent in the standard of living it creates. 3. The Principle of Economic Efficiency Marketing must strive to supply goods and services efficiently and at low prices. The other principles of public policy with go to shape marketing ethics are a) the principles of innovation, (b) the principle of consumer education and information and the principle of consumer protection. 4. SUMMARY Over 3/4 th of the country’s population are in their spending years and the emergence of nuclear family has changed the spending habits. The customer- population is becoming educated, better informed and quality conscious. They will have greater purchasing power. The Indian market witnesses the proliferation of products service sector is emerging as a major sector. Product positioning is taking a backseat. Brand positioning is comingup. A whole lot of addition to the services at the retail outlets such as Credit Cards. Home Deliveries, etc. have become common. POP displays and personalized marketing are being emphasised. Shop displays, contests, cooperative advertisement etc. are forming an important par to dealer promotion. In rural areas, hoardings and wall paintings are becoming a leading media. Exhibitions and fairs are common in urban areas for promoting the products. Marketing is expected to become more consumer-based with an added social concern. It is alleged that marketing misallocates resources. It involves too much of competitive promotion. The marketers at times forget their social responsibilities.
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