mARketing.....

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For this week's discussion, review the eight (8) morally difficult marketing situations described in Table 20.1, in our Kotler and Armstrong (2018) textbook. Table 20.1 | Some Morally Difficult Situations in Marketing Discuss Select one topic from the table and play the role of a marketing manager. What would you do? Explain which ethics philosophy is guiding your decision. Response In your response, choose at least two (2) other marketing situations and determine the marketing concept your peer's decision falls into, see: FIGURE | 20.1 Sustainable Marketing (Kotler & Armstrong, 2018). Describe the issue through the lens of the sustainable marketing concept. How might this perspective change your recommendation? Keep in mind, ethical discussions can stimulate strong feelings and heated debate. Because this is a classroom, all posts must be scholarly: respectful of diverse opinions, and open to follow-up questions and/or

disagreement; related to the course materials; motivated to advance the discussion of issues related to course materials rather than personal beliefs; delivered in normal tones, and in a non-aggressive manner.

IMC Individual Questions: Chapter Ten L 1. Describe a specific example of effective event sponsorship. Be sure to highlight the principles for effective participation in event marketing.+ t + 2. The success of any event is often dictated by the effectiveness of the marketing communications strategy. Describe the elements involved in such a strategy. . 3. Why are companies looking more towards cause-related marketing? Provide an example .> of a company that uses this form of sponsorship." 4. Describe what is meant by experiential marketing. Cite a specific example to support your description.+ Answer: experiential marketing is a form of marketing that creates an emotional connection with the consumer using one or more senses (touch, taste, smell, sight, and hearing). An example of that is free sample, or special events.+ 5. Identify the various levels of sports event marketing, citing an example of each. Answer: Global- Olympic games and World Cup Soccer. International- Ryder Cup Golf,\f\f\f594 PART 4 Extending Marketing . Table 20.1 | Some Morally Difficult Situations in Marketing 1. Your R&D department has changed one of your company's products slightly. It is not really "new and improved,"but you know that putting this statement on the package and in advertising will increase sales. What would you do? 2. You have been asked to add a stripped-down model to your line that could be advertised to pull customers into the store. The product won't be very good but salespeople wil be able to switch buyers who come into the store up to higher-priced units. You are asked to give the green light for the stripped-down version. What would you do? 3. You are thinking of hiring a product manager who has just left a competitor's company. She would be more than happy to tell you all the competitor's plans for the coming year. What would you do? 4. One of your top dealers in an important territory recently has had family troubles and his sales have slipped. It looks like it will take him a while to straighten out his family problems. Meanwhile, you are losing many sales. Legally, on performance grounds, you can terminate the dealer's franchise and replace him. What would you do? 5. You have a chance to win a big account in another country that will mean a lot to you and your company. The purchasing agent hints that a "gill" would influence the decision. Such gifts are common in that country and some of your competitors wil probably make one. What would you do? 6. You have heard that a competitor has a new product feature that wil make a big difference in sales. The competitor will dem- onstrate the feature in a private dealer meeting at the annual trade show. You can easily send a snooper to this meeting to leam about the new feature. What would you do? 7. You have to choose between three advertising and social media campaigns outlined by your agency. The first (a) is a soft-sell honest, straight-information campaign. The second (b) uses sex-loaded emotional appeals and exaggerates the product's ben- efits. The third (c) involves a noisy. somewhat imitating commercial that is sure to gain audience attention. Pretests show that the campaigns are effective in the following order: c. b, and a. What would you do? B. You are interviewing a capable female applicant for a job as salesperson. She is better qualified than the men who have been Interviewed. Nevertheless, you know that in your industry some important customers prefer dealing with men and you will lose some sales if you hire her. What would you do? Each company and marketing manager must work out a philosophy of socially sponsible and ethical behavior. Under the societal marketing concept, each manager m look beyond what is legal and allowed and develop standards based on personal inbeg corporate conscience, and long-run consumer welfare. Dealing with issues of ethics and social responsibility in a proactive, open, and for right way helps to build and maintain strong customer relationships base and trust. For example, think about SC Johnson, maker of familiar home-products bri such as Pledge, Shout, Windex, Ziploc, and Saran Wrap. SC Johnson believes deeply "Integrity is part of our DNA. It's been our family w the company has a long trudi that bel