The largest ethical concern regarding the product portion of the marketing

mix is whether the products are harmful to the consumer or to society as a

whole. Products can often lead to short-term consumer satisfaction, but they

also may lead to long-term problems for both the consumer and society.

 The failure to disclose that a product won’t function properly without neces-

sary components is unethical.

Generally, products fall into four categories pertaining to social responsibil-

ity; these categories represent how long a consumer expects the benefits of

the product to last:

 ✓ Deficient products: These products have little to no potential to create

value of any type. An example might be a faulty appliance. Obviously

you want to avoid offering products that are considered deficient.

 ✓ Salutary product: These products are good for both consumers and

society in the long run. Salutary products offer practical value, but they

don’t provide pleasure value. For example, vehicle air bags have great

value, but they don’t necessarily provide pleasure or entertainment.

 ✓ Pleasing products: These products provide pleasure value to consum-

ers, but they can be harmful in the long run. For example, consumers

enjoy cigarettes and alcohol, but these products obviously can be harm-

ful to your health and the health of others.

 The pleasing products category is usually the one where ethical issues

come up. But it’s important to realize that individual responsibility and

freedom are important factors when it comes to the consumer’s deci-

sion to use these products.

 ✓ Desirable products: These products deliver high practical value along

with pleasurable value. Plus they help consumers immediately and have

long-running benefits. An example is weight-loss products, which give

consumers immediate results by curbing their appetites. When used cor-

rectly, these products have the long-run benefit to consumers of losing

weigh