Deeper Dive into Ethical Dilemma for Marketing Professionals
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Description
Experience Level: Entry
Need help with expanding on my response
Original Request:
Research and describe an ethical dilemma faced by most marketing professionals. What are the ethical considerations and describe both sides of the issue. What is right? How do you decide right and wrong in the situation? What are your recommendations, if you have any.
My response:
“Forward-looking organizations are stressing a concept called integrated marketing communications (IMC), in which the marketing manager does not think of all the elements of the communications mix as communicating separate messages. Instead, these messages are coordinated to reinforce what each is saying and to present customer confusion from conflicting messages.” (Winer)
The first company that came to mind when I read this quote was Samsung and the struggles they have had with their latest Note 7 product facing so many defects and recalls.
Prior to this disaster, I started to wonder if Samsung rushed into product release and marketing might have been aware of this. I found the following article that may have alluded to this direction. Such a tough position for marketers and cell providers to also select a marketing direction with a questionable product.
“For some diehard Galaxy Note fans, Samsung’s move as of late is indicative of a company that is “watering down” the Galaxy Note lineup in favor of the Galaxy S customer base. Samsung hasn’t lowered the specs or performance of its devices to match its Galaxy S flagships (this is why the Note 5 had 4GB of RAM in 2015, before the Galaxy S7 and S7 edge got 4GB of RAM this year), but what consumers are seeing is that the best specs are being shared between the Note line and the Galaxy S line – and diehard OG Note fans aren’t too happy about it.” (Diedre)
Deidre R. (2016) http://www.sammobile.com/2016/09/27/the-galaxy-s7-edge-and-galaxy-note-7-are-more-alike-than-ever-samsungs-daring-move-makes-perfect-sense/
Winer, R. S., & Dhar, R. (2011). Marketing management. Boston: Prentice Hall.
Original Request:
Research and describe an ethical dilemma faced by most marketing professionals. What are the ethical considerations and describe both sides of the issue. What is right? How do you decide right and wrong in the situation? What are your recommendations, if you have any.
My response:
“Forward-looking organizations are stressing a concept called integrated marketing communications (IMC), in which the marketing manager does not think of all the elements of the communications mix as communicating separate messages. Instead, these messages are coordinated to reinforce what each is saying and to present customer confusion from conflicting messages.” (Winer)
The first company that came to mind when I read this quote was Samsung and the struggles they have had with their latest Note 7 product facing so many defects and recalls.
Prior to this disaster, I started to wonder if Samsung rushed into product release and marketing might have been aware of this. I found the following article that may have alluded to this direction. Such a tough position for marketers and cell providers to also select a marketing direction with a questionable product.
“For some diehard Galaxy Note fans, Samsung’s move as of late is indicative of a company that is “watering down” the Galaxy Note lineup in favor of the Galaxy S customer base. Samsung hasn’t lowered the specs or performance of its devices to match its Galaxy S flagships (this is why the Note 5 had 4GB of RAM in 2015, before the Galaxy S7 and S7 edge got 4GB of RAM this year), but what consumers are seeing is that the best specs are being shared between the Note line and the Galaxy S line – and diehard OG Note fans aren’t too happy about it.” (Diedre)
Deidre R. (2016) http://www.sammobile.com/2016/09/27/the-galaxy-s7-edge-and-galaxy-note-7-are-more-alike-than-ever-samsungs-daring-move-makes-perfect-sense/
Winer, R. S., & Dhar, R. (2011). Marketing management. Boston: Prentice Hall.
Shobna G.
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