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Conclusion总结
In conclusion, the KFC Company has been an international firm today with its specialty food, and it has thousands of stores spreading over the world. It can say almost all of the customers who have ate the fried chicken which is the specialty of the KFC Company, would be full of praise to it. However, it is not at all perfect such as in the aspects of food safety, environmental problem and advertising honesty. All of those are related to the marketing ethics. In the marketing system, the ethical concept in the design of one organization plays a key role, because the design of one product can be viewed as the original starting in the process of marketing operation. Another important aspect in the maintenance of business ethics is advertising ethics. Advertisement is a tool of one company to advertising its products. However, when one company advertising its products, it must give the customers the true and full information rather than just the merits of its products, and it must have the ethical concern with products and have ethical responsibility to its costumers.. From the advertising slogans of the KFC Company, both the slogans of the past and the present, one cannot find the warning of food safety and environmental cares, even animal right. All of those aspects lead to one of results, that is, it has to face with many ethical issues today. From the case of the Australian KFC poisoned girl we can realize that one company should pay much attention to its marketing ethics. In the marketing system, there are traditional ethical approaches and modern ethical approaches. Among them the normative ethical approach is a humane and efficient method, because it put the people in the first place. Ethical concern in the sustainability of one company is playing more and more important role. So if a company wants to survive in the stronger and stronger competitive market, it must make sure its action follow the three components of sustainability in an ethical way. It is the time that the KFC Company needs to pay much more attention to its operation in ethical aspects.
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