Marketing Day 11 - every other brand ethical? • Ethics of...

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Marketing Day 11 14:06 Agenda Marketing research o Problems with surveys o Ethics in marketing research Ethics in marketing research Deceptive practices o Competitive intelligence gathering Learn more about their competitors Fine line b/w appropriate questions and spying o “research” sponsor? Get a respected third party o Results “interpretation” Taking objective data and interpreting it in a way that may have a little  spin Ex: survey asking doctors to recommend a certain butter substitute 80% did not recommend a brand o 5% recommend brand A o 4% recommend brand B brand A runs an ad: “doctors recommend our brand over 
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Unformatted text preview: every other brand ethical? • Ethics of promoting tobacco? o Target market? Ex: Joe Camel • Privacy? o One way mirrors, cameras at checkout, questions to family/friends, intrusive? o Telemarketing: hottest new way to collect data Revenues are up 250% since 1990 Number of calls per day is 104 million in 2003 Political parties and charities are most active Too intrusive? o Consumer protection? Can enter the national do not call registry “robocalls” are now deemed illiegal 14:06 14:06...
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This note was uploaded on 09/23/2009 for the course MARKETING 2400 taught by Professor Mclaughlin during the Fall '08 term at Cornell.

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Marketing Day 11 - every other brand ethical? • Ethics of...

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