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marketing question and need an explanation and answer to help me learn.

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Wk 4 dis 1
Raymond Ortiz posted Jan 25, 2023 10:35 PM
             Ethics plays a substantial role in marketing. Research for marketing may be conducted externally or with a department in the company. Due to the profit that can be earned, it sometimes may present a challenge to marketing entities to not give in to compromise when it comes to ethical decision-making. This can be a problematic issue to master, considering all the players in marketing research. There is the marketing researcher, the client, the respondent, and the public. Any of these entities can fall prey to bad ethical decisions to misrepresent findings in research, thus skewing the results of the research for the purpose of profit (Malhotra, 2018).
            The following are some of the ethical issues that researchers may face. First, there is the draw of deceptive practices in gathering data from customers. Some companies may not tell their customers that data is being collected or somehow misrepresent it. Such as telling customers that they are asking questions for research but are, in fact, gaining information for possible sales leads (Masters, 2019).
            Another ethical violation could be an invasion of privacy. With this, companies use their access to customers’ personal information and use it to infringe on a consumer’s right to privacy. They will take their information and use it to target the customer with specific advertising.
            One other way that ethics could be violated is through conducting research in such a way that it is not done objectively. Data from the research could be used to skew those facts and not present a balanced, unbiased view. This unethical conduct would perpetuate a stereotype that could be used for profit by the company (Masters, 2019). 
References
Malhotra, N. K.  (2018). Marketing Research: An Applied Orientation,  7th Edition. [[VitalSource Bookshelf version]].  Retrieved from vbk://9780134735603
Masters, T. (2019). Ethical Considerations of Marketing Research. Chron.
Wk 4 disc 1
Tom Weng posted Jan 25, 2023 1:37 PM
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In this phase, compromising the study design is an ethical dilemma that the researcher must solve. Using skewed research results to craft a more persuasive marketing strategy presents a moral dilemma for the client throughout the report-writing and presentation process. At the stage of report preparation and presentation, the researcher is confronted with ethical considerations relating to the veracity of the study. To ensure public trust in the research’s methodology and conclusions, it must be performed with integrity. Some examples of unethical behavior in research include manipulating data, introducing bias via the use of statistics, concealing or omitting relevant information, and misinterpreting or misrepresenting the findings in order to forward a personal or organizational agenda. The researcher must create appropriate plans for addressing these concerns and provide reports that give readers a clear picture of the research’s scope, methodology, and results. In addition, it is the client’s duty to properly disseminate the study’s results and to use them in a moral manner. But there are ethical concerns for the client as well. Tobacco corporations, for example, have been accused of utilizing skewed study results to create unethical marketing strategies.
Reference
Malhotra, N. K. (2020). Marketing research: An applied orientation. Pearson.
Wk4 dis 2
Raymond Ortiz p
When I was 12 years old, “Back to the Future” was released, and one of the most memorable parts of the movie was the flux capacitor that sat in this cool futuristic-looking car. Later I found out the car was called a Delorean, named after the creator John Z. Delorean. Much later, I found out the story of the failed car company.
            In January 1981, the first Delorean DMC-12 was produced in the British Isles in an assembly plant at Dunmurry, Belfast, Ireland. Ironically, John Delorean had touted that this vehicle would be the “ethical car.” He wanted to create the greatest sports car ever. At the time, the two big car manufacturers, Ford and Chevy, were making big luxury cars that floated down the highways. John wanted a car that would appeal to the youth (Tannert, 2019).
            After years of research and bringing together automobile greats to collaborate with, he finally released the Delorean DMC-12. He wanted the vehicle to last for 300,000 miles and be efficient. Unfortunately, it wasn’t that Delorean didn’t make a good car. It’s just that it wasn’t everything that he hyped it up to be, and it was costly (Reynolds, 2022).
The public saw John as an American Legend, so investors flocked to him. However, John Delorean did not have good business sense. That was coupled with a shaky market and public scandal. Many people accused him of being a con man, embezzler, drug trafficker, and essentially a lousy businessman. Of all these, the last is the truest (Rothman, 2016). It was for these reasons that the Delorean DMC-12 failed after only producing 9,000 cars.
             Could the DMC-12 have been a success story? It absolutely could have. Marketing could have sold the aspect of the vehicle better and more realistically. Marketing at the time focused on the gull-wing design of the doors and the somewhat decent rear engine. Americans are not easily persuaded by fancy doors and fuel economy. Americans want power, and after the feeble attempts by the DMC-12, it was clear the company’s demise would be a foregone conclusion. In 1982 the company ended the car’s production, and the company went bankrupt (Reynolds, 2022). Ironically the vehicle gained much attention in 1985 when it was used for the Back to the Future movie. Unfortunately, it was too little and too late.
References
Reynolds, R. (2022). The Real Reason DeLorean Failed Spectacularly. History-Computer.com. https://history-computer.com/the-real-reason-delorean-failed-spectacularly/#:~:text=Conclusion-,The%20DeLorean%20DMC%2D12%20was%20an%20iconic%20car%2C%20but%20it,also%20contributed%20to%20its%20demise.
Rothman, L. (2016). The Short, Chaotic History of the DeLorean. Time. https://time.com/4180894/delorean-history/
Tannert, C. (2019). John DeLorean Reinvented The Dream Car. Then He Totaled It. Forbes. https://www.forbes.com/wheels/news/john-delorean-reinvented-the-dream-car-then-he-totaled-it/
Dis2
Bryan Corker posted Jan 24, 2023 5:39 PM
When are assumptions ok? Only when you can back them up with solid market research data. Sound data can confirm (or deny) your assumptions (Ahn, 2022, Table of Contents).
The price of beauty is expensive. In 2022, beauty products sales were nearly $100B worldwide (Stanley, 2022). Vanity products will never go out of business; however, some products never were researched, tested, nor approved by the Food and Drug Administration. Such is the case of the ill-fated Rejuvenique Face Mask (1995). The image alone is terrifying and electrifying. However, that is not the compelling details.  The Rejuvenique Face Mask was invented by Dr. George Springer. Despite his credentials, tenure in dermatology, and ethical training, the invention was not vetted through the proper research channels and governing agencies; however, the mask was allegedly endorsed by a celebrity (Kimball, 2019; Malhotra, 2020).
Here’s the YouTube video for situational awareness Rejuvenique Face Mask (1995).
In my research, I came across these six ethical issues in Marketing. The issues line up with the topics covered in our text. I can only assume in Dr. Springer, quest to find the fountain of youth, he forgot about ethics.
1. “Selling Products to Markets That Don’t Want Them” (i.e., False Promises) (Ahn, 2022, Table of Contents).
2. “Relying on Assumptions and Guesswork” (Ahn, 2022, Table of Contents).
3. “Perpetuating Stereotypes (Without Even Realizing It)” (Ahn, 2022, Table of Contents).
4. “Lack of Transparency” (Ahn, 2022, Table of Contents).
5. “Misleading Claims and Messaging” (Ahn, 2022, Table of Contents).
6. “Misusing Consumer Data” (Ahn, 2022, Table of Contents).
References
Ahn, T. V. (2022, September 9). Ethical issues in marketing: What practices to avoid and how ethical issues in marketing: What practices to avoid and how. Viral Solutions. https://viralsolutions.net/ethical-issues-in-marketing/#h-2-relying-on-assumptions-and-guesswork
Kimball, W. (2019, March 19). Silly and cruel beauty gadgets that were destined for failure. Gizmodo. https://gizmodo.com/outrageous-beauty-gadgets-that-failed-1833329827
Malhotra, N. K. (2020). Marketing research: An applied orientation (7th ed.). Pearson.
Stanley, H. (2022, December 13). The top 10 beauty Ecommerce trends that will define 2023. Shopify Plus. https://www.shopify.com/enterprise/beauty-ecommerce-trends#:~:text=In%202022%2C%20US%20cosmetics%20and,the%20category’s%20total%20retail%20sales.

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