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Assignment # 03: Case Study: Justifying Price Increases

The document discusses a case study about justifying price increases for small business accounts of a television station. The station's new management wants the head of marketing to conduct a biased survey to increase prices, but he has an obligation to the small businesses and reputation for integrity. The key stakeholders are the marketing head, management, station owners, and business customers. Practical constraints include limited job options and unavoidable bias in surveys.

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25 views

Assignment # 03: Case Study: Justifying Price Increases

The document discusses a case study about justifying price increases for small business accounts of a television station. The station's new management wants the head of marketing to conduct a biased survey to increase prices, but he has an obligation to the small businesses and reputation for integrity. The key stakeholders are the marketing head, management, station owners, and business customers. Practical constraints include limited job options and unavoidable bias in surveys.

Uploaded by

AnumAhmer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ASSIGNMENT # 03

ASSIGNMENT # 03
CASE STUDY: JUSTIFYING PRICE INCREASES

Submitted By

ANUM AHMER 64331

4, 2021

BY SIR TARIQ JALEES


Strategic Marketing (106492)
Justifying Price Increases
Q: What Are the Relevant Facts?
ANSWER:
1. The management had a reputation for honesty and helping small businesses gain access to
the mass media.
2. Television station was sold six months ago to an international conglomerate.
3. Sam was complimented by the small business owners for his integrity in conducting research
studies.
4. John has a reputation for raising revenues and cutting costs.
5. John wants Sam to conduct a survey that would produce data that would justify a price
increase for the small business accounts.
Q: What Are the Ethical Issues?
ANSWER:
1. Sam can conduct a survey that he knows may be biased or not?
2. Does Sam have obligation to the small businesses that the television station serves.
Q: Who Are the Primary Stakeholders?
ANSWER:

 Sam
 John
 Owners of the television station
 Small business owners
 Large businesses in the market
 Television station’s programming viewers

Q: What Are the Practical Constraints?

ANSWER:
1. If Sam decides to resign there are limited job opportunities left for him.
2. There is no marketing research which is completely objective or unbiased.

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3. Some small businesses after a period of time may be able to afford mass media
exposure at high price.

Q: What Actions Should Be Taken?

ANSWER:

1. Which alternative would Sam select?


2. Why would he pick this alternative?
3. Which of the ethical theories make the most contribution in this situation?
4. Would Sam have chosen the same alternative under all three theories? Why or why
not?
5. Regardless of what Sam does in this situation, how can he prevent this situation from
arising in his future employment, whether at the television station or elsewhere?

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