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Explain how ethical dilemmas in business-to-business marketing differ from those in consumer marketing In June 2013, Los Angeles United School District (LAUSD), the second largest school district in the U.S., announced that it had signed a $30 million contrac...

Why use marketing information and research to develop marketing strategies for organizations?                   Your uncle Dan owns an independent bookstore called Bookends in Seattle, Washington. You drop in to see him whenever you’re in the neigh...

A Standard Approach to Research Inquiries Marketing research is a useful and necessary tool for helping marketers and an organization’s executive leadership make wise decisions. Carrying out marketing research can involve highly specialized skills that go dee...

What you’ll learn to do: outline a standard process for using marketing information and research to address an organization’s strategic questions Marketers can glean powerful insights from marketing information, but these insights generally don’t come from no...

Illuminating the Marketing Picture There are three primary types of marketing information marketers use to gain insights that will contribute to wise marketing choices: internal data, competitive intelligence, and marketing research. Internal Data Internal ...

What you’ll learn to do: describe key types of marketing information including internal data, competitive intelligence, and marketing research Marketing information and research are most effective when they feed an ongoing awareness of what’s happening with c...

Discovering Why They Chew Back in the nineties, Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, was not chewing up the teen market, gum’s top demographic. In 1997, the company found itself under pressure from competitors. Sales and market ...

Fresh Customer Insights Effective marketing starts with a strong knowledge of your customers: the kind of knowledge that gives you unique insights into what they want and how to satisfy them better than the competition. The most reliable source of fresh custo...

What you’ll learn to do: explain the role of marketing information in helping organizations understand and reach customers Marketers are fortunate to work in an information-rich environment. They don’t have to make decisions based on gut feeling or blind luck...

Instructions Write a two-part post for the Discussion on this topic. Each part should be 1–2 paragraphs in length. Part 1: Current Status It is no longer acceptable for businesses to disregard issues related to ethics and social responsibility. Conduct rese...

You will recall that business-to-business (B2B) marketing differs from business-to-consumer (B2C) marketing in key ways. B2B marketers sell to other businesses or institutions, which then consume the product as part of their business operations or use the prod...

In this module we’ve covered a range of different corporate ethical challenges, legal requirements, and opportunities to contribute to social good. Every year, a company called Ethisphere provides a thorough review of businesses seeking to gain recognition for...

You’ll recall that we defined corporate social responsibility as the ethical behavior of a company toward society. It means acting responsibly toward the stakeholders—not just the shareholders—who have a legitimate interest in the business. Let’s focus on how ...

What you’ll learn to do: explain how demonstrating corporate social responsibility can impact marketing We have reviewed many ethical challenges and potential traps for marketers. How can a marketer win? Actually, in lots of ways. Increasingly, marketers are ...

f you are hired to work in marketing at a typical company, there will likely be clear ethical standards defined in a company policy and some level of compliance among employees at all levels in the company. You will witness ethical breaches and need to decide ...

Consider the following observation by the ECI on the results of the National Business Ethics survey: Managers–those expected to act as role models or enforce discipline–are responsible for a large share of workplace misconduct (60 percent) and senior manage...

At the beginning of this module we discussed the 2015 revelation that Volkswagen installed emissions-altering software in eleven million diesel vehicles worldwide, which caused the cars to pass emissions tests they should have failed. Consider, for a moment, h...

Describe measures companies take to encourage ethical behavior Ethical issues arise at both an organizational level and an individual level. A single individual can engage in unethical behavior, but most ethical breaches that have significant impact on a busi...

Gift giving in business is commonplace and contentious at the same time. Business gifts are usually seen as an advertising, sales-promotion, and marketing-communication medium.[1] Such gifting is usually practiced for the following reasons: In appreciation ...

What you’ll learn to do: recognize alternative techniques for conducting marketing research, including primary and secondary research methods The five-step marketing research process provides a well-structured approach to follow any time you have a marketing ...