BA 3102- Midterm Exam Guide - Comprehensive Notes for the exam ( 12 pages long!)

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Published on 13 Oct 2017
Course
Temple
BA 3102
MIDTERM EXAM
STUDY GUIDE
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Singh
Jyot Singh
Professor John Deckop
Business Ethics and Society
October 6, 2016
“Green Earth” Case Analysis: Marketing B
In this paper I will analyze the Marketing B minicase, “Green Earth” by Rider
College’s Assistant Professor of Marketing, Judy Cohen. After reading this case, I
constructed three key decision options that could solve the dilemma. The first decision
option is to continue the short first-year memberships for new members that join during
the summer months. This would mean that members who join anytime after the start of a
new year would be paying for the whole annual membership fee for a shorter period of
time. The second decision option is to change the date the direct mail advertising gets
delivered to current and potential customers to November of every year. This decision
could cause some current members to terminate their membership. The third decision
option is to inform new members who signed up after the start of the year that their
membership will end after that calendar year. This decision option would be beneficial to
new members because they would not be blindsided regarding the value they are receiving
for their money. On the following page is a stakeholder analysis that shows the benefits and
harmfulness of these three decision options.
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Singh
Stakeholders Continue Short First-
Year Membership
Change Direct Mail
Advertising for New
Memberships to
November
Inform New Members
of One Calendar Year
Membership
Duration
Jenna Meyers - -- ---
Green Earth +++ -- ---
Green Earth’s
New Customers -- +++ ++
Earth’s
Environment +++ -- ---
The decision to continue the current practice, Green Earth’s short first-year
membership for new members joining after the start of a calendar year, will be the most
beneficial to the organization and the Earth’s environment. Director of Fund Raising Stella
Rodriguez indicated that sending the mail advertising to new and potential customers at
the beginning of the year saves the company a substantial amount of money. The
organization depends on the extra incoming cash flow from these new memberships
because new members pay the same price as existing members for the annual membership
regardless of when they signed up. Although this practice is unfair to the customers who
are not informed that they are paying more for the same product, it provides Green Earth
more opportunities to benefit the environment. Another added benefit of the short first-
year memberships for Green Earth is that new members that sign up late receive only one
or two of the organization’s quarterly newsletters, thus saving Green Earth more money.
Ultimately, this decision would be harmful towards new members because they would be
overcharged for their first-year membership. Director of Membership Jenna Meyers would
be harmed by this decision because she does not think it is ethical to overcharge the
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