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Give some examples of corporate strategies It can be challenging to get a handle on an abstract concept like “corporate strategy” unless you can see what it means in the context of a real business. The goal of this section is to deepen your understanding of c...

Describe the types of ethical and social responsibility issues that marketing must address We will begin by introducing definitions to clarify ethical terms and then turn to the issues that marketing professionals most often encounter. If you’ve taken other ...

What does privacy mean in today’s world? Privacy is the ability of an individual or group to seclude themselves, or information about themselves, and thereby express themselves selectively. Most of us expect some level of privacy, but the boundaries around pri...

Introduction Product liability is the legal liability a manufacturer or trader incurs for producing or selling a faulty product. There is not a single federal law or code that covers all product liability. Fourteen states have adopted the Uniform Commercial ...

Explain the laws that regulate marketing While there are situations in which we expect individuals to act according to higher moral laws, at a basic level we always expect business professionals to follow the law. Most of the laws that impact marketers fall i...

So far we have focused on ethical dilemmas in terms of risk. If a company acts unethically, it risks damaging its reputation and its customers’ trust—worse, it can face lawsuits and criminal prosecution. In this section we’ll discuss one of the ways in which c...

New marketing channels create opportunities for new tactics, but sometimes these developments bring new ethical challenges. Eventually society may establish what is acceptable behavior and what is not, but that process takes time. In the following blog post, ...

Let’s start by taking at look at a hypothetical business situation: EXAMPLES You’re a member of the marketing team for a B2B company that sells software to restaurants. Your product is a point-of-sale system that manages orders, menus, and staff sc...

Ethics is the set of moral principles or values that guides behavior. There is a general recognition that many, if not most, business decisions involve some ethical judgment. Each party in a marketing transaction brings a set of expectations regarding how t...

Why learn about ethics and social responsibility? Generally speaking, students believe that there are two primary reasons to act ethically: Acting ethically is the right thing to do from a moral perspective; If you act unethically, then you might ge...

Under Armour Under Armour promotes its products through sponsorship agreements with celebrity athletes, professional teams, and college athletic teams. Market penetration: focus on current products and current markets in order to increase market sh...

Student Instructions Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. Be...

Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its strategy to help with your assignments in this course. In this module we have focused on the following aspects of marketing planning: Evaluate marketing strategie...

Once a company understands its buyer personas, how can it match those to real people who will buy its products or services? Today, companies use significant amounts of data and complex technology systems to create the right match in what it offers to individua...

A situation analysis can reveal whether a company’s relationship with customers is a strength to be exploited or a weakness that needs to be addressed. In many cases it’s a bit of both. For instance, a company might have loyal customers in one demographic but ...

Explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy If you are getting the impression that an organization’s planning around marketing strategy, tactics, and objectives is very co...

Disney Diversification: create new opportunities by creating new products that will be introduced in new markets Disneyland Toontown When you hear the word Disney, what comes to mind? Many people think of Disney movies such as Cinderella and Beaut...

Nissan Motors Product development: create new products that can be sold in existing markets Nissan was the first major automaker to commit to the mass production of an electric vehicle (EV). In 2008, it made good on its promise with the launch of the Nis...

Poached Jobs Market development: use existing products to capture new markets Together, the hospitality industry, restaurants, and hotels account for 14 million jobs across the U.S., but the industry has a crushing 65 percent job-turnover rate. That means th...

Fraud is the deliberate deception of someone else with the intent of causing damage. The damage need not be physical damage—in fact, it is often financial.[1] The Federal Trade Commission has determined that a representation, omission, or practice is deceptiv...