Sie sind auf Seite 1von 2

9/30/2014

Assignment Results

IBM301 Principles of Marketing: Fall 2014,


Sec. 5, TuTh 1:00PM - 2:50PM

instructions | help

Ch 04 Integrating Ethics into Marketing Strategy - Decision Generator

Score: 6

1.

Hanna Smith

out of 10 points (60%)

award:

6 out of
10.00
points
REVIEW
SCORES

total score

Summary

Decision Generator

activity

score

Decision Generator

3/5

60%

ebook & resources

Decision Generator

Learning Objective: 04-03 Identify the four steps in


ethical decision making.

Difficulty: Medium

Learning Objective: 04-04 Describe how ethics can be


integrated into a firms marketing strategy.

http://ezto.mheducation.com/hm.tpx

1/2

9/30/2014

Assignment Results
QUESTION
PROGRESS

Introduction

Decision Generator

Decision Generator
Read the report and answer all questions. When complete,
click the "generate strategy" button.
Steve Jansen, the marketing manager for a retail store in a small
Midwestern town, received a notice about an upcoming promotion
from the national chain to which his store belongs. The promotion
is for a diet product called LeanBlast, which targets women
between the ages of 20 and 30. Jenna Jones, the celebrity who
will be featured in the promotion, is a young actress who recently
lost weight and transitioned from child star to adult actor. Jenna is
very popular with younger girls, who still watch her early television
series in reruns.
The promotion is expected to generate a 30-40 percent increase
in sales, and because LeanBlast has a high profit margin, the
company looks for a sharp increase in profits in this category. On
the financial side, Steve concludes that the promotion looks like a
great opportunity for the store.
Recently, though, a local girl died from complications associated
with an eating disorder. Her death at age sixteen triggered a wide
range of responses in the community. Extra attention is being
devoted to eating disorders, and efforts are being made to
establish a healthier environment for young women. Not only is
Steve nervous about the community's response to this campaign,
he is also personally disturbed because he knew the family of the
girl who died. He has been thinking about his own daughters, who
idolize Jenna Jones, the celebrity endorser. He wonders how they

1.

Which of Steve's alternatives respects the rights and dignity


of all stakeholders and can be universally applied?
Cancel the promotion

2.

Which alternative will probably produce the most good and


the least harm to the company stakeholders?
Run the promotion

3.

Which alternative will probably produce the most good and


the least harm to the community stakeholders?
Cancel Promotion

4.

Which alternative will Steve find it easiest to live with?


Cancel the promotion

2014 McGraw-Hill Education. All rights reserved.

http://ezto.mheducation.com/hm.tpx

2/2