Manalang, Gerlie M. 2012119821 GOVSORES SAT 8:00-11:00 CASE: Ethical Dilemma in Marketing (Entertainment Company) 1.

As a market research director of the company, it is the responsibility of Sharon to make

sure that if the company would make a research in order to have a new product; it would produce a valuable result and would help the company in the long run. If she sees or thinks that a research plan would not produce a benefit that will cover the cost and efforts that the company will have to incur, she must inform her bosses or supervisors in order to address this kind of problem. She must not allow continuing a new product development if she knows from the start that it will not result into something that will add value to the company.

2.

The company will be affected by a poorly designed market research project. If the

company will rely in this plan, their investment and efforts may not result into something that is positive and beneficial to the company. They may end up incurring losses and not getting benefits for all the costs and expenses they have incurred.

3.

If you know that research is planned poorly and will not produce something that is

valuable to the company and worst, it will result in bad decision that a company will make, you must address the issue and notify the right people about this. You must make the right action in order to prevent this kind of situation to happen in order to protect the company and the others that might be affected by it.

4.

First you must ask your seniors, managers or bosses on what to do about it with this

kind of situation. As your senior they know better on what to do with this kind of situation because of their experiences in work. But in the end, if their opinions are not agreeing with yours, you must follow on what you is right and must consider the codes of conduct that are stated in the organization you belong, for example in this case the Professional Codes of Conduct of Marketers.

5.

The ethical values in the AMA Statement of Ethics guides the marketers on what are the

values or characteristics they must give importance as a professionals. In this case, the ethical values will guide Sharon in deciding what to do in the situation she is facing. The ethical values stated the responsibility of a marketer in her decisions and to give importance in honesty, Page 1 of 2

fairness and transparency in order to protect her name as a professional and in order to serve the society where she belongs. Sharons action comply with AMA codes norm that marketers must do no harm

6.

because she wants to make sure that the market research is well defined and is cost effective. Since she knows that the plans of Birgit, SVP of marketing, will not result into something that will benefit the company, she feels responsible that she must do something in order to address the issue. She feels that it is her responsible to ensure that the company will benefit from the research plan and will not result into something bad for the company.

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