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


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85
Copyright Notice

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 *****y 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 product runs *****gainst society's best interests is that of Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and specifically, the more people start smoking, ***** higher the profit margins of the RJR Reynolds *****—so long as the ***** who start ***** are not on the ***** Reynolds health c***** plan. ***** addicti***** ***** smoking does not merely hurt the individual, but costs society millions in health 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 resolve ***** conflict, between *****ability, 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 to smoke outdoors, and not in front of their children.

McDonald's has a similar problem—the more consumers eat its fattening foods, the ***** ***** company's pr*****it margins. ***** company ***** 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 ***** even ***** socially responsible ***** encourage *****ing less caloric foods in smaller portions, ***** still eating at McDonald's on a frequent b*****is—although making the traditional burger and fry meals smaller and less caloric, consumers may feel *****y are getting ***** value, and the company's traditional market base may reject healthy options if provided at a higher cost.

Subway, another purveyor like McDonalds, ***** ********** 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 d*****ferent 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 ***** mass consumption ***** fast food still has negative *****, such as encouraging consumers to ***** together as a family less *****, ***** eating on the run.

***** we ***** all aware, utilizing competitive marketing strategies is best for companies ***** 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 ***** following firms to use over the next 12 months: American airlines, AOL Time Warner,

. . . . [END OF ESSAY PREVIEW]

Download entire paper (and others like it)    |    Order a brand new, customized paper

© 2001–2017   |   Dissertation about Marketing Strategy and Research Select Three Companies that Make Products   |   Dissertation Models