Should Home Governments regulate companies’ marketing programs in developing countries?

"Multinational corporations do control. They control the politicians. They control the media. They control the pattern of consumption, entertainment, and thinking. They're destroying the planet and laying the foundation for violent outbursts and racial division.", Jerry Brown says. According to Jerry Brown idea that Multinational corporations control all over the system of world and just by controlling they are getting things done as per their aims and objectives. MNCs control five things such as politicians, media, consumption, entertainment, and thinking in the world and these five aspects are the almost part of human life. When Multinationals control politicians, then these can manipulate the economic policies, agendas and rules in their own favor which can be against the public of that country. In the case of America, MNCs control major decisions of the country just because they control the politics in America.
As Media is one of most important component of human life where human being directly interact with many sources of media such as TV Channels, Radio channels, advertising firms, Facebook, Twitter, Instagram and WhatsApp. These sources of media can be used in a way to change the cultural dynamics of any country. For example, Kingdom of Saudi Arabia is having pure Islamic culture where women are supposed to wear the Hijab and live life within limitations. In this case if media is given freedom, then multinationals can manipulate the KSA culture through advertisements, TV and Radio Channels, Facebook, and Twitter according to their values. So MNCs can make the KSA a modern country even more modern than US because media is best source to change ideology, mindset, attitude, social dynamics, and cultural values. It has started slow influence on KSA culture, where somewhat freedom is given to women than earlier which is positive point for the country; this is positive side of mirror but these firms make things much more worst just for their benefits.
Consumption includes usage of goods and services by public of any country, when multinationals want to sell any good and service public. Then they create plan in order to sell goods and services. For example, a multinational want to sell totally new food items in India and it totally new food item for general public. Then what it will do? It will just try to create marketing message whose aim will be to inform and persuade people regarding new food item. In 1983, Maggie Noodles was launched in India which was totally different food item in India than its normal food such as chicken, vegetables, mutton, rice, and meals. In its first starts it was not given full time importance as quick cooked two minute food because it was totally new and people did not know the usage and benefits of the Maggie. Then Maggie started heavy campaign which focused upon why to use Maggie? How to use Maggie? and how much important Maggie Noodles is? Campaign helped the firm to slowly and gradually change the negative mindset of Indian people regarding Maggie and make them understand that it is innovative quick food item. After 2000, Maggie became normal food item in India. This all happened just because Nestle wanted to manipulate the mindset of Indian people regarding the Maggie food items. Now it is highly used in India, China and Pakistan. In this way multinationals manipulate the consumption of any item through the help of brand communications.
Entertainment industry includes film industries, music, clubs, bars, and hotels. MNCS try to use these types of sub industry items of entertainment industry to control the people. Hollywood film industry is considered one of the most influencing industries of entertainment on general public, governments, and media. MNCs provide huge funds, resources to directors, producers, actors, actresses, musicians, business professional, and technology experts, so that they work upon the idea of these multinationals who want to change culture and values of defined people. Main reason behind giving huge funds to these elements of Hollywood industry is to make people think what organizations want them to think. It is common fact that American culture is transformed according to Hollywood industry style, attitude and mindset slowly and gradually. Hollywood movies and documentaries depict what the MNCs want them to show to general public. Looking into the deeper perspective, there can be advantages and disadvantages of culture control, but the selfish thinking of owners and management of MNCs has mostly controlled culture just to favor them. In this way Hollywood industry is controlling the western culture.
Music is used as another way to change the mindset and living standard of people. Therefore, MNCs provide huge funds to singers, and musicians to work as their brand ambassador. Musician and singers do everything according to guidance of these firms. As these celebrities are famous in general public where a lot of people follow them, therefore they use themselves as supporter and user of specified brand. Selena Gomez, a famous pop star, works as Brand Ambassador of Adidas Brand named NEO. As she uses and promotes NEO brand, just because of that her follower and fans would love to use NEO as their loving brand. This is the brand strategy used to change the mindset of people regarding NEO brand. In this way, a singer can manipulate the way of people wear anything.
Clubs, bars and hotels can be used as sources to work upon the mindset of people. MNCs promote LGBT in some countries while they do not promote the LGBT in some countries which shows a discriminatory policy of these companies. Clubs, bars and hotels can be used as way to change the mindset regarding sexual orientation of people. Some MNCs in US have special club area for gay people during breaks and free time in working environment; these people can join the same sexual orientation people and enjoy the moments. Some MNC provides funds to gay clubs in order to promote homosexuality in US. In this way clubs are used as a way to change the mindset of the people
Cognition is one of the most important parts of human life which totally controls the actions of a person, when multinationals try to control on cognition of people. Then these can persuade people to make decisions in the favor of MNCs, but not in the favor of these individuals. There are various communication methods to control over the thinking of people. These methods include advertisement, brand management, and sales management. Advertisement is one of the most important components of brand communication where firm inform or persuade customers to make decisions in the favor of firm. As Multinationals are large companies, therefore these have huge funds to implement any advertising style such as online, TV, Radio and print advertising. In each type of advertisement same message is portrayed by the multinationals, so that it does not create confusion in the minds of consumer regarding goods and services. In advertisement the message are manipulated which can change the attitude of people regarding anything. For example, Apple wants to launch i7 then it will just design an advertisement in order to communicate and persuade people to buy i7 irrespective their economic and financial conditions. Luxury shown in advertisements is another dark of advertisement which impresses the people to buy unnecessary things which are sometime useless for some people. In this way advertisement helps the MNCs to manipulate the decision making of people.
Brand Management is social science used to help the brand stand out and live longer by providing high level possible benefits to firm. MNCs use brand management as a way to work on their brands. In brands management, firm focus upon brand identity creation and implementation. After brand identity creation which shows for what brand stands, the brand identity idea is implemented through brand communication. Brand identity of Apple includes creativity, luxury, and attitude. In order to maintain brand identity, Apple invests a lot of funds through advertisement, social media, and TV and radio channels. After brand identity creation, MNCs design integrated brand communication, which focus upon the same kind of message across all media channels because these firms want to create positive brand identity in the minds of consumers. Sometime emotional method in brand communication is used in order to make stronger connection with the people. This is the way brand management is used to manipulate the cognition of people and manipulation of cognition helps the firms to increase their revenue and wealth.
Sales management is another source to work on the cognition of customers. MNCs create sales department where salespeople directly interact with customer on the behalf of their company and try to inform and persuade the customers. Effective salespeople are considered those who can manipulate the things and ideas very easily in order to persuade the customers to buy goods and services of firm. Salespeople use in firm is another way to manipulate the thinking of people; salespeople try to use different kinds of persuading words to say same thing to customers. And some of them become successful and some of them does not become successful. In this way sales management is used to inform and persuade the people, so that MNCs can manipulate the thinking process of customers. In this way MNCS manipulate things just to control the world.