The Human Rights and Ethical Dilemmas Facing Marketing Research in an Ever Expanding Business Market

The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch

1. Marketing specialists at Napanee Beer Co. developed a new advertising campaign for summer sales. The ads were particularly aimed at sports events where Napanee Beer sold kegs of beer on tap. The marketing group worked for months with a top advertising firm on the campaign. Their effort was successful in terms of significantly higher demand for Napanee Beer's keg beer at sports stadiums. However, the production department had not been notified of the marketing campaign and was not prepared for the increased demand.

Marketing is like a double-edged sword, if it is adopted properly, it will give profits to a company; however, if it is used inadequately, it will give harm. It is undeniable that today’s business operations have more intense competition level against each other due to the advancement of technology that allows people to receive more information. Marketing plays the key role in making products being recognized by consumers. To get people’s attention, some massages about the product need to be sent to the target market. With the high level of competition, the unethical marketing issues arise in order to make their own firms gain more

Before launching or expanding a business venture, there needs to be an understanding of the industry, its competitors, and its customers. Market research is vital in assisting companies in the decision-making process and their marketing direction. Data from marketing research is important because it provides companies with ways to identify opportunities, identify market potential, minimize chances of loss, devise effective marketing strategies, gauge customer satisfaction, and serve as an evaluation tool.

All market research conducted has the chances of being wrong no matter how well controlled and planned. There are various reasons why market research may not provide accurate or good results but a usual problem is deciding whether the research conducted really measures what it claims to be measuring.

Busch Beer, an established brand sold by Anheuser-Busch since 1955 (3), needs to reshape its brand reputation. In order to do so, Busch’s creative advertising team needs to focus on publicizing the rebrand amidst the high density market for alcohol. They should, of course, do this with Busch’s target audience in mind, and find a strategy to combat the stereotypes for drinking the product, and negative reviews on the product itself exist. Analyzing the aforementioned will undoubtedly lead the Busch team to a strong strategy. Furthermore, the creative team needs to put the rebrand of Busch Beer at the forefront of their strategy, so the product will be recognizable to past, present, and new consumers. In this creative brief, I will outline the

Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.

A number of key terms describe the system of ethical considerations that the modern research establishments have set up to protect the rights of research subjects. Voluntary participation and confidentiality are principles that demands that the respondents to be free from coercion in any way when participating in the research, protected in the raw data, and published

On the other hand, the current study does not specify if the consent of the participants was obtained. According to the British Sociological Association’s Statement of Ethical Practice (2004) consent of participants should not be asked just once but every time the data is used in other studies. However, the ethic code maybe is not broke if it is alleged that information provided maintains the anonymity of participants. Therefore, it cannot be said that the research failed the ethic code of research due to the lack of guide lines that regulate the use of past data in recent

Anheuser-Busch Inc. is a dominating global leader in the beer industry, specifically in the United States. Its roots can be traced all the way back to 1852 from the Bavarian Brewery in St. Louis MO when Adolphus Busch traveled from Germany to join his father-in-law. In 1876 Budweiser was founded and rooted its brand in values, ethics, and quality. These core staples of the company evolved all the way to 1982 when Bud Light was introduced. Today Bud Light is the best selling beer in the U.S. and the #1 beer sold by volume in the world. Let’s take a look into the marketing mix that makes this product so successful.

Conducting a study using humans as participants raises a variety of ethical concerns. This is why it is necessary to inform the participants of the purpose of the interview or focus group and what it plans to accomplish. Also, the privacy of each participant must be respected when publishing or distributing all research findings. If these requirements are not met, the study being conducted will in turn become unethical.

Marketing practices in the contemporary western society have been a hotbed of ethical debate for a long time. The ethical analysis required for this case revolves around the issue of marketing, and more specifically relates to advertising. The overall ethical dilemma is whether or not I should, in the role of a senior marketing manager of a soft drink company, approve a sexually suggestive advertising campaign for non-alcoholic beer targeted to a teenage consumer market. As with other ethical dilemmas, there is no obvious correct solution to this predicament. However, in my opinion, I would

Budweiser - The Self Proclaimed, “King of Beers” has been produced by Anheuser-Busch Company Inc., since its introduction in 1876. Anheuser Busch is the largest brewer in the world and produces more than 100 million barrels of beer per year. Budweiser is synonymous with American culture and is known for its significant efforts in promotion. Anheuser -Busch has always put a major focus on marketing and according to Business Insider, “Budweiser was a triumph of marketing over quality, by the 1980’s had become synonymous with American Culture, and is a good part of American Tradition, like going to a baseball game or a college football game” (Business 1). Budweiser has attempted appealing to various audiences with their advertisements. From ratty, to refined, to sporty, to hipster Budweiser has adapted many of its advertisements to its target market of males between 21 and 34 years old, which is the largest population of beer drinkers. They regularly change their look and image through advertising and their commercials to adapt to the current culture. Differences in advertising can clearly be seen in the way Anheuser-Busch has used the changing roles of women from the 1950’s to present, cultural changes in society, and the redirection of their target audience to demonstrate their adaptability to the changing times, but fails to respect women. Anheuser-Busch’s recurring success and continual growth of the their brand is directly related to their ability to adapt to these

Increasingly multi-national marketers are designing and selling global brands and need research to guide their decision making across an increasingly diverse and disparate world. Sound and timely marketing research becomes even more critical for firms as they compete in the 21st century

Stakeholder-orientated framework, analyzing ethical problems on the basis of whom they affect: consumers, competitors, society as a whole •