MCS 2020 Chapter 7: Chapter 7 Marketing Information Management.docx

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azurecrow744

4 Mar 2012

School

University of Guelph

Department

Marketing and Consumer Studies

Course

MCS 2020

Professor

M.J

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Document Summary

Ethics is the philosophical investigation of right and wrong: branch of philosophy that examines the nature of moral virtue and evaluates human actions. Some ethical system are deeply rooted in cultural traditions and religious ideologies. We expect the law to guide our actions but reality is that the law usually lags behind the rest of society. Making good ethical decisions requires the ability to recognize principles and extrapolate beyond what"s known. Computer ethics: is the analysis of the nature and social impact of computer technology and the corresponding formulation & justification of policies for the ethical use of technology. In the info age, work becomes less about doing physical labor and more about instructing computers to do work for us. Since we can instruct computers to commit acts on our behalf, we are able to distance ourselves from the consequences of our actions. One way to approach ethical dilemmas is to focus on the consequences of decisions.

Related Questions

Which of the following statements is true about business intelligence?

1) It is the use of information systems to gather and analyze information from internal and external sources in order to make better business decisions.

2) It is the use of human resources to gather and analyze information from external sources in order to make better business decisions.

3) It is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people.

4) It is an act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community, through the use of information technology.

5) It is the process by which a customer-owned mutual organization or cooperative changes legal form to a joint-stock company.

lavendercamel438

few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

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MCS 2020 Chapter 7: Chapter 7 Marketing Information Management.docx

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