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 they 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 ***** desire, although the mass consumption ***** such a ***** runs *****gainst society's best interests is that of Big Tobacco, specifically RJR Reynolds Tobacco. The more people smoke, and specifically, the more ***** start smoking, the higher the profit margins of the RJR Reynolds *****—so long as the people who start smoking are not on the RJR Reynolds health care plan. ***** addicti***** ***** 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 resolve the conflict, between profitability, generating demand, and protecting society and consumers 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 indoor smoking bans to protect non***** 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 fatten*****g foods, the ***** the company's pr*****it margins. ***** company attempts to stress physical activity as well as consumption of its product, but ***** a m*****rathon runner could burn off ***** calories in a super sized meal. To atone for the cost to society ***** ***** form of ***** care *****, McDonald's *****s community endeavors such as the Ronald McDonald House. But it would be even more socially responsible ***** encourage eating less caloric foods in smaller portions, ***** still eating at McDonald's on a frequent basis—***** making the trad*****ional burger ***** fry *****s ***** and less caloric, consumers may feel ***** 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, ***** *****tempted the most creative use of ***** 'bad' effects of fast food by encouraging ***** to eat fast food alongside offering more healthy alternatives of the same product, rather than different ***** like McDonald's. By using the potentially healthy calorie-cutting options it ********** as a w*****y of losing weight, while still eating frequently at Subway, even if ***** ***** ***** of fast ***** still has negative effects, such as encouraging consumers to eat together as a family ***** *****, ***** eating on the run.

As we are 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 the following firms to use over ***** next 12 months: American airlines, AOL Time Warner,


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