Implementation of ethical principles in relation to the marketing mix

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INTRODUCTION 1
CHAPTER 1 2
THEORETICAL ASPECTS REGARDING THE IMPLEMENTATION OF ETHICAL PRINCIPLES IN RELATION TO THE MARKETING MIX 2
1.1. Theoretical aspects regarding ethics 2
1.1.1. Basis principles of business ethics 2
1.1.2. The principles of ethical business leaders 8
1.2. The emergence and definition of marketing mix 10
1.2.1. Mixture of products and prices practiced on international markets 10
1.3. International product policy 15
1.4. International price policy 18
1.4.1. The main methods used in international theory and practice for price 19
1.4.2. The main price categories used in practice 20
CHAPTER 2 22
THE PRESENTATION OF DANONE COMPANY 22
2.1 .Presentation of company 22
2.2. History of Danone Group 25
2.2.1. History of Danone România 26
2.2.2. Object of activity 27
2.3. The micro-environment 29
2.4. The macro-environment 46
CHAPTER 3 48
STUDY ON THE IMPLEMENTATION OF ETHICAL PRINCIPLES IN RELATION TO THE MARKETING MIX AT DANONE COMPANY 48
3.1. The 4 „ P“ at Danone company 48
3.2. Ethical problems at Danone company 51
3.3. The snowball method 54
CHAPTER 4 64
4.1. Conclusions 64
4.2. Observations 66
BIBLIOGRAPHI 68

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INTRODUCTION
The ethical principles refers to every day conduct, human habits and atitudes concerning the general concepts of good and bad, truth and lie, equity and discrimination, liberty and constraint etc.
The principles of business ethics need to be developed and applied to all fields of economy.
In the vision, promoting an adequate ethical behavior both for managers and subordinates has a decisive importance and essential impact on the final results of the organization as a whole.
The main motivation for choosing the theme, is the connection between promise-expectation to the firm-consumer relationship.
As there is no field or activity which can be independent from ethics, the more is available in case of marketing, all the marketing function being excessively aimed at by the ethical criticism.
As the hole existance of a code of ethical behavior does not yet solve the problem, measures taken to clarify both monitoring and implementation procedures are growing, as well as the development level code and the way of supporting and adhering to this standard.
Legalized translation, like any other type of translation work, is the replacement of the source language with the target language, however, we have legalized translations that are different because the law depends on the culture. It uses content and terms from the legal system that exists in the country where the source document originated. As the world becomes more globalized, the need for legalized translation increases.
Besides the language barriers, the differences between the legal systems make the translation very complex. Legalized translations are more complex than standard translations, which require simple writing (transposition).
Legalized translation services are required to use the official language of the jurisdiction, thus covering a wide variety of texts. It can be identity documentation, financial documents, official reports, transcripts, patents filed, precedents and legal decisions and witness statements.
Each country has its own set of regulations for licensed translators. In many countries, translators must have a degree in business and legal translation. In addition, they are regularly examined to ensure good practice and competence.
Legalized translation is one of the most complex forms of document translation. Mistakes, ambiguity or misinterpretation, no matter how small, do not occur in legalized translation, because the translated document may become null and void. Moreover, there are huge legal and financial complications that can result even from a simple error.
Adding to the complexity of legal translation is its unique terminology, along with cultural factors and language difference. The legalized translation is not just about replacing one word with another. The translator must translate the legal concepts into another language. Due to the difference in legal expressions and traditions, the translator must be very specific about which language to use in the target jurisdiction.
There is a specific type of language in the legal text and if a judge or lawyer considers that the wrong words have been used, the whole translation can no longer be trusted. Moreover, the translator must fit the purpose of the legalized translation. There is a difference between mandatory legality and legalized translation for public consumption.
Legalized translation requires a very high degree of accuracy, which cannot be delivered by automatic translation, because legalized documents are used as official documents for any legal documentation, for example, for academic documents, contracts, birth certificates, statements and judicial evidence.
Automation of translations is not recommended due to the complexity of the two legal systems involved. Direct translations are not possible because they may not make sense to the target reader. The legal translator must ensure that the titles, reasoning and technical terms are legally valid.
Many legal expressions in the source language do not have a specific equivalent in the target language. In such cases, conceptual equivalents are used, which cars cannot produce. There may be cases when the exact legal expression in the source language must be included in the translation, along with the paraphrase of the accent expression.
It is important for the client to work with a professional language service provider who has expertise in translation as well as years of experience.
If you need professional translation services, the Interpres Translation Office is at your disposal. In addition to legalized translations, interpretation and apostille, we offer a computer for translation prices and related services, such as: free consulting, editing, proofreading, scanning, copying.

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Bibliografie

1. Abrudan, M.M. (2003), Management internațional, Ed. Universității din Oradea, Oradea, pag.110. 
2. Balaure, V. coord.(2000), Marketing, Ed. Uranus, București.
3. Bowie, N., Englewood, C.(1982), Business Ethics, Prentice Hall, NJ.
4. Brânză, A., Niță., C., (1999), Auditul în Marketing, Ed. Ecran Magazin ,Brașov.
5. Cateora, Ph., Irwin, R. (1990), International marketing, Homewood, London.
6. Ciobanu, I., Ciulu, R., (2005), Strategiile competitive ale firmei, Ed. Polirom, Iași.
7. Danciu, V. (2009), Marketing internațional, Provocări și tendințe la începutul mileniului trei, Ed. Economică, București.
8. Dobrotă, N. (1997), Economie politică, Ed. Economică, pag. 169-190, București.
9. Kotler, Ph., (1997), Managementul marketingului, Ed. Teora, București.
10. Kotler, Ph., Keller, K.L.(2008), Managementul marketingului, Ed. Teora, București.
11. Parfene, D.,(2008), Marketing, Ed. Omnia Uni S.A.S.T, Brașov.
12. Popa, I, Filip, I.( 1999), Management internațional, Ed. Economică, București, pag.257.
13. Solomon, R., Singer, P.(1996), Business Ethics, in a Companion to Ethics, Ed. Blackwell, NY.
14. Smith, P.,Kogan, P. (2008), Marketing Communications, Second Edition, Londra, pag 6.
15. ȚȚȚigu, G.(2003), Etica afacerilor în turism, Ed. Uranus, București, pag. 22 - 25.
- ** Ziarul financiar 2018.
- ** http://www.danone.ro/istoria_danone.html .
- **http://www.wall-street.ro/articol/Marketing-PR/130223/investitori-publicitate-romaneasca-2017.html.
- **http://www.financiarul.ro/2018/10/24/vanzarile-danone-au-scazut-cu-17-in-trimestrul-3-din-2018/.