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 in which *****y might resolve the conflicts that arise between satisfy*****g individual wants and guarding ***** welfare.

Perhaps the most obvious example of a company that manufactures a product that consumers desire, although ***** mass consumption ***** such a product runs against society's best ***** is that of Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and *****, the more people start smoking, ***** higher the profit margins of the RJR ***** *****—***** long as the ***** who start ***** are not on the RJR Reynolds health care plan. ***** addiction 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, ***** impacts the quality of the air. The RJR Reynolds Company's attempts to ***** ***** conflict, between profitability, generating demand, and protecting society and ***** by creating 'lite' cigarettes, supposedly discouraging children from *****, and targeting consumers overse*****, has proved unsatisfactory in the eyes of most Americans. Perhaps the only tenuous compromise would be to support *****door smoking bans to protect nonsmoking consumers, and encouraging parents to smoke outdoors, and not in front of their *****.

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

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

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


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