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 ***** which ********** 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 ***** mass consumption ***** such a ***** runs against society's best interests is that of Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and *****, the more ***** start smoking, the higher the profit margins of the RJR ***** company—so long as the people who start ***** are not on the ***** Reynolds health care plan. The addicti***** of smoking does not merely hurt the individual, ***** costs society millions in health 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 profitability, generating demand, and protecting society and ***** 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 indoor smoking bans to protect nonsmoking consumers, and encouraging parents to smoke outdoors, ***** not in front of their children.

McDonald's has a similar problem—the more consumers eat its fatten*****g foods, the ***** the company's profit margins. ***** company attempts 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 ***** form of health care costs, McDonald's supports community endeavors such as the Ronald McDonald House. But it would ***** even more socially responsible ***** encourage *****ing less caloric foods in smaller portions, but still eating at McDonald's on a frequent b*****sis—although making the traditional burger and fry *****s ***** and ***** caloric, consumers may feel *****y are getting less value, and the company's traditional market base may reject ********** options if provided at a higher cost.

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

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


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