In this Marketing Management course, you have learned advanced concepts and tools for marketing products and services. These are the same concepts and tools that marketing managers use around the world. However, it is worth considering how marketing is perceived in your country and what the ethical dimensions of these marketing strategies are. For example, in the Diageo case discussed in Unit 3, we saw that the company has reduced the prices for many of its liquor brands in Africa as well as selling them in smaller, less-expensive packages.