Marketing Applications

Marketing Applications
Student’s Name
Institutional Affiliation
Week I
Ethical responsibilities of companies that sell foods accused of contributing to the “obesity crisis”
Companies in the fast food industries have been accused of contributing significantly to the obesity crisis. Therefore, they have ethical responsibilities that they should undertake as their part and role of addressing the obesity crisis. The food companies that market or sell their products to the two out of every three Americans who are obese have a significant social-ethical responsibility (Holm, 2007). Through their food preparations and ingredients, they contribute not only to the obesity crisis but also to billions of additional health care costs. The companies in the food industry, therefore, have the ethical responsibility of changing the nutritional content in foods and beverages and this will play a significant role in the fight of the obesity crisis. They should take the initiative to take up a leading role in activities to fight the obesity crisis.
Ethical responsibilities of the consumer and the government in foods accused of contributing to the “obesity crisis”
The consumers of foods from companies in the food industry have an ethical responsibility in the fight against the obesity crisis. This problem is almost completely preventable by consuming a proper diet and exercise regularly. Every individual chooses what they consume and therefore it is the ethical responsibility of each consumer to opt for an appropriate diet and also learn to exercise on a regular basis.

The government has a multidimensional ethical responsibility in stemming the obesity crisis. First, it has the responsibility of educating the public on the causes and risks of obesity. Secondly, just as the government protects minors from drugs abuse such as alcohol use, it also has the responsibility of protecting them from the adverse consequences of obesity. Children are the most affected by this crisis and thus they need to be protected from obesity as it has become crucial in the future of the population’s health. Finally, the government has the responsibility of intervening in the fight of this crisis in activities like public health campaigns as well as banning foods and behaviors that lead to obesity.
Are foods that allegedly contribute to obesity and the companies that sell them destined to experience the historical restrictions and developments of the tobacco industry? What are your predictions?
In a similar manner to the tobacco industry, the food industry has received individual liability and consumer protection litigation for allegedly causing the obesity crisis through marketing and selling unhealthy food products. Just like the tobacco crisis, the obesity epidemic impacts millions of people lead to adverse consequences in terms of medical expenses and it involves a habit that is generally during childhood and carried into adulthood (Holm, 2007). There are many similarities between the tobacco and obesity crises and thus there are very high chances that the food industry will experience the historical restrictions and developments that the tobacco industry went through.
Week II
What is your opinion of companies like Google that gather information about your browsing patterns?
Companies such as Google gather information from browsing patterns with the sole purpose of knowing the taste, habits, and preferences of their consumers (Cohen, 2013). They try to gather data about the consumer so that they can offer their services according to the taste of the consumer. As a result, consumers receive services according to their needs. However, while some companies gather only the information they require from individuals’ browsing patterns, others have been reported to collect private and confidential information and probably sharing it with other parties. This is undoubtedly illegal and against one’s personal right of privacy and thus such companies should be investigated and the appropriate action taken against them.
What advantages and disadvantages does this pose for the consumer? Are there ethical considerations?
The consumer has the advantage of receiving great and quality services that are in line with their tastes and likes. However, they have the disadvantage of leaking some of their private and confidential information to these companies. Therefore, companies that gather information from browsing patterns have the ethical responsibility of ensuring that any consumer’s information they acquire is private and confidential and should not be seen by a third party (Kotler & Armstrong, 2010).
If you were a business owner, what kinds of information would you gather on your customers and how would you use it?
If I were a business owner, I would gather a few things on the consumers from the browsing patterns and use this information to strengthen the bond between the consumers and the business. I will learn what the consumers like and prefer most and ensure that I provide the good/service as they would prefer since I will have already learned their inclinations. I would also use this information to establish new ideas that would suit the tastes of the clients. Finally, I would use their contacts to remind them of our goods/services and notify them on any news relevant to the business.
References
Cohen, H. (2013). 7 step marketing framework. Actionable Marketing Guide. Retrieved from http://heidicohen.com/7-step-marketing-framework/
Consumer behavior: How people make buying decisions. Marketing Principles. (v. 1.0) Retrieved from http://2012books.lardbucket.org/books/marketing-principles-v1.0/s06- consumer-behavior-how-people-m.htmlHolm, S. (2007). Obesity interventions and ethics. Obesity reviews, 8, 207-210.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.