Kia Motors has gained consumer confidence and increased sales through its warranty program which includes a 10-year and 100,000 mile limited warranty.Kia Motors notes that all warranties are "limited" and consumers are encouraged to read the fine print to fully understand what the warranty covers.Which element of the marketing mix is the warranty linked when considering a company's ethical behavior?

Question

Quizplus · Accepted Answer

The warranty is directly linked to the product, as it is a feature of the car that is being sold. The way in which the warranty is presented and communicated to consumers can also be considered part of the promotional aspect of the marketing mix, but ultimately it is a product feature. From an ethical standpoint, offering a comprehensive warranty can be seen as a way for the company to stand behind the quality and reliability of their product, which is a positive ethical behavior. Encouraging consumers to read the fine print is also an ethical practice.

Kia Motors Has Gained Consumer Confidence and Increased Sales Through