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 satisfying individual wants and guarding ***** welfare.

Perhaps the most obvious example of a company that manufactures a product that consumers desire, although ***** mass consumption of such a product runs against society's best interests is that ***** Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and *****, the more ***** start smoking, the higher the profit margins of the RJR Reynolds *****—so long as the people who start ***** are not on the RJR Reynolds health care plan. ***** addiction ***** 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 **********, 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 non***** consumers, and encouraging parents ***** smoke outdoors, ***** ***** in front of their *****.

McDonald's has a similar problem—the more consumers eat its fattening foods, the ***** the company's profit margins. The company attempts to stress physical activity as well as consumption of its product, but ***** a marathon runner could burn off the calories in a super sized meal. To atone for the cost to society in the form of ***** care *****, McDonald's supports community endeavors such as the Ronald McDonald House. But it would ***** even ***** socially responsible ***** encourage eating less caloric foods in smaller portions, but still eating at McDonald's on a frequent b*****sis—***** making the traditional burger and 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.

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

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


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