Background: Rani Pharmaceuticals is the maker of several popular drugs that are used to treat high blood pressure and arthritis. Over time the company has developed a positive relationship with many customers using its medications. Rani customers, both past and current, can sign up to receive an exclusive free quarterly newsletter that offers the latest information on new medical research findings and general health and fitness articles.

Rani Pharmaceuticals has just been acquired by a hedge fund that also owns another company, Soothing Waters HOt Tubs and Spas. Soothing Waters sells hot tubs designed for at home hydrotherapy. The marketing director of Soothing Waters has requested a list of Rani Pharmaceuticals' customers to use for Soothing Waters direct-mail promotions.

Soothing Waters and Rani Pharmaceutical are separate business units (SBU) operating under the hedge fund's umbrella.

1. To which marketing management philosophy do you think the marketing director for soothing water is? Explain answer.

2. Describe the exchange made by Rani past and current customers. The AMA Statment of Ethics addressing using customers information by multiple divisions of the same company in its Code of Ethics? Go to American Marketing Association and review the code. Write a brief paragraph on how the AMA code of Ethics relates to Rani Pharmaceuticals dilemma.

What ways could Soothing Waters and Rani Pharmaceutical work together?