Essay - Marketing Strategy and Research Select Three Companies that Make Products...

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Marketing Strategy and Research

Select three companies that make products ***** consumers want but run contrary to society's best interests. Factoring in the companies profit goals, discuss the ways ***** which ********** might resolve the conflicts that arise between satisfying individual wants and guarding ***** welfare.

Perhaps the most obvious example of a company that manufactures a product that ***** desire, although the mass consumption ***** such a ***** runs *****gainst society's best interests is that of Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and specifically, the more ***** start smoking, ***** higher the profit margins of the RJR ***** *****—***** long as the people who start smoking are not on the ***** Reynolds health c***** plan. The addicti***** of smoking does not merely hurt the individual, but costs society millions in ***** care, lost wages due to medical infirmities, orphans children earlier than expected, and impacts the quality of the air. The RJR Reynolds Company's attempts to ***** ***** conflict, between profitability, generating demand, and protecting society and consumers by creating 'lite' cigarettes, supposedly discouraging children from smoking, ***** targeting consumers overse*****, has proved unsatisfactory in the eyes of most Americans. Perhaps the only tenuous compromise would be to support indoor ***** bans to protect nonsmoking consumers, and encouraging parents ***** smoke outdoors, and not in front of their *****.

McDonald's has a similar problem—the more consumers eat its fattening foods, the higher ***** company's pr*****it margins. The company ***** to stress physical activity as well as consumption of its product, but ***** a m*****rathon runner could burn off the calories in a super sized meal. To atone for the cost to society in the form of health care costs, McDonald's supports community endeavors such as the Ronald McDonald House. But it would ***** even more socially responsible to encourage *****ing less caloric foods in smaller portions, but still eating at McDonald's on a frequent b*****is—***** m*****king the traditional burger and fry *****s smaller and ***** caloric, consumers may feel they are getting less value, and the company's traditional market base may reject ********** options if provided at a higher cost.

*****, another purveyor like McDonalds, ***** *****tempted the most creative use of its 'bad' effects of fast food ***** encouraging consumers to eat fast food alongside offering more healthy alternatives of the same product, rather than d*****ferent products like *****. By using the potentially ***** calorie-cutting options it offers as a w*****y of losing weight, while still ***** frequently at Subway, even if the ***** consumption of fast ***** still has negative *****, such as encouraging consumers to eat together ***** a family less frequently, ***** *****ing on the run.

As we are all aw*****, utilizing competitive marketing strategies is best for companies that depend on its industry position for ********** success. Which of the marketing *****, (e.g. Market positioning, market segmentation, target *****ing, etc) would you recommend each of ***** following firms to use over the next 12 months: American airlines, AOL Time Warner,


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