PHI 2397 Lecture Notes - Lecture 10: Negligent Homicide, Condom, Psychographic
12 Oct 2016
School
Department
Course
Professor
PHI2397: Business Ethics
Lecture 10 (October 12th)
Essay Assignment
40% of final grade
1800-2000 words
Reference at least 2 articles/case studies
Needs a balance between ideas/concepts & examples/cases
Due November 18th
AIDS Crisis: Unethical Marketing Leads to Negligent Homicide
by Krohn & Milner
This is a case study. Published in 1979, some of the information is old.
Thesis:
o “Condom marketers have been reluctant to aggressively promote
their product to what should be a highly desirable and potentially
profitable target market [namely, the male homosexual populations]
because of homophobia” (Page 118)
o “If true, marketers of condoms would be guilty of negligent homicide
for failing to effectively promote a product that is a known
preventative for the AIDS syndrome to a highly vulnerable
populations.” (Page 118)
The Failure to Advertise
o Because the condom company did not aggressively advertise to the
gay community they are complicit in the spread of AIDS in that
community
o Such companies should be seen as guilty of negligent homicide
o They didn’t want their brand to be associated with homosexuality
o They have had homophobic backlash from heterosexual community
find more resources at oneclass.com
find more resources at oneclass.com
o Companies producing condoms would defend their lack of interest in
promoting their products to the gay community on market reasons
Due to a Small Market: didn’t want to lose the larger market of
heterosexuals
Public Health Issue: responsibility of government
Methodology
o Assumption:
Paper uses the traditional organizational marketing strategy
that requires the selection of a “target market” and the
development of a “marketing mix”
o Target Market: Analyzed in terms of:
Numbers
Demographics
Psychographics
o Marketing Mix: consist of:
Product (goods and services)
Place (store outlets)
Price
Promotion
o Authors want to show that:
Homosexual community in general and gay in particular can
be identified as a target market because of their numbers,
identified demographic characteristics and special needs and
life-styles
The examination of the marketing mix with respect to
marketing to gays illustrate a wide diversity of product, means
of distribution pricing strategies and promotional endeavours
o This is why the authors are at pains to show the size of homosexual
market for condoms
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Needs a balance between ideas/concepts & examples/cases. Aids crisis: unethical marketing leads to negligent homicide by krohn & milner. Published in 1979, some of the information is old. Due to a small market: didn"t want to lose the larger market of heterosexuals. Paper uses the traditional organizational marketing strategy that requires the selection of a target market and the development of a marketing mix : target market: analyzed in terms of: Promotion: authors want to show that: Homosexual community in general and gay in particular can be identified as a target market because of their numbers, identified demographic characteristics and special needs and life-styles. No exact stats about the number of the population of gays. Due to risks or threats to homosexual communities. Due to lack of a clear definition. Recent stats show that about 10% of population are gays and lesbians (p. kinsey 1953: demographics.
