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 that 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 society's welfare.

Perhaps the most obvious example of a company that manufactures a product that consumers desire, although the mass consumption of such a ***** runs against society's best ***** is that ***** 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 company—so long as the people who start ***** are not on the RJR Reynolds health c***** plan. The addiction of 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 ***** Reynolds Company's attempts to ***** the conflict, between *****ability, generating demand, and protecting society and consumers by creating 'lite' cigarettes, supposedly discouraging children from *****, ***** 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 non***** consumers, and encouraging parents to smoke outdoors, ***** ***** in front of their children.

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 *****, McDonald's *****s 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*****sis—***** making the trad*****ional burger and fry *****s ***** 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 attempted the most creative use of its 'bad' effects of fast food by encouraging ***** to eat fast food alongside offering ***** healthy alternatives of the same product, rather than different ***** like McDonald's. By using the potentially ***** calorie-cutting options it offers as a w*****y of losing weight, while still *****ing frequently at Subway, even if the mass consumption of fast ***** still has negative *****, such as encouraging consumers to eat together ***** a family ***** *****, and eating on the run.

***** we are all aw*****, utilizing competitive marketing strategies is best for ***** ***** depend on ***** industry position for ********** success. Which ***** the marketing *****, (e.g. Market *****ing, 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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