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 they might resolve the conflicts that arise between satisfying individual wants and guarding society's welfare.

Perhaps the most obvious example of a company that manufactures a product that consumers desire, although the mass consumption ***** such a ***** runs *****gainst 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 people who start smoking are not on the ***** Reynolds health care plan. ***** addicti***** ***** 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 ***** the conflict, between **********, generating demand, and protecting society and ***** by creating 'lite' cigarettes, supposedly discouraging children from *****, and targeting consumers overseas, 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 ***** smoke outdoors, and ***** 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 attempts to stress physical activity as well as consumption of its product, but only a m*****rathon runner could burn off the calories in a super sized meal. To atone for the cost to society ***** ***** 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 basis—***** making the trad*****ional burger ***** fry *****s ***** and ***** caloric, consumers may feel ***** are getting less value, and ***** company's traditional market base may reject ********** options if provided at a higher cost.

Subway, another purveyor like McDonalds, has *****tempted the ***** creative use of ***** 'bad' effects of fast food ***** encouraging ***** 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 ********** as a way of losing weight, while still eating frequently at Subway, even if ***** mass consumption ***** fast ***** still has negative *****, such as encouraging consumers to eat together as a family ***** *****, ***** ********** on the run.

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


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