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Marketing 13th Edition by Gary Armstrong, Philip Kotler
Edition 13ISBN: 978-0134149530Marketing 13th Edition by Gary Armstrong, Philip Kotler
Edition 13ISBN: 978-0134149530 Exercise 1
Every parent's fear when putting an infant to sleep is Sudden Infant Death Syndrome (SIDS)-the sudden unexplainable death of an otherwise healthy baby. In the United States, about 2,000 infants die each year of SIDS, the third leading cause of infant death. For $199, parents can buy monitors that track babies' vital signs, such as respiration, heart rate, skin tempera-ture, sleeping position, and quality of sleep. The Mimo Smart Baby Monitor is a cute clip-on turtle that attaches to a special organic cotton onesie, and the Owlet Baby Monitor is a smart sock that looks like a little toeless boot. If parents don't want to attach these devices on their little ones, they can opt for the SafeToSleep Breathing Monitor sheet with a built-in monitor. All of these devices stream data to parents' smartphones. Manufacturers of these devices promote them to parents for "your baby's health" or to give "that extra assurance" to protect against SIDS. However, several government agencies such as the Food and Drug Administration, the Consumer Product Safety Commission, the Centers for Disease Control and Prevention, and the National Institutes of Health as well as the American Academy of Pediatrics all agree that these devices cannot protect a baby from SIDS. But fear sells, and most of these manufacturers cannot keep up with the demand for their products.
Is it right for marketers to play on parents' fear to sell products that experts conclude are not necessary or effective? (AACSB: Communication; Ethical Reasoning; Reflective Thinking)
Is it right for marketers to play on parents' fear to sell products that experts conclude are not necessary or effective? (AACSB: Communication; Ethical Reasoning; Reflective Thinking)
Explanation
Verified
Verified
SIDS (Sudden Infants Death Syndrome) is said to be one of the leading causes of infant deaths in USA. In order to protect the children from SIDS, some companies have come up with devices like Mimo Smart Baby Monitor to monitor the health of the kids all the time.
But agencies like FDA argued that such devices do not protect the kids from SIDS. But companies banked upon the fear factor of the parents and making huge profits on selling these devices.
Since it was proven by agencies like FDA that such devices will not help in saving the kids, companies should stop making and selling them. It will be unethical to profit from the fear of the employees without having any basis for the same.
When customers ultimately find out that they were being cheated, the company could face severe repercussions.
But agencies like FDA argued that such devices do not protect the kids from SIDS. But companies banked upon the fear factor of the parents and making huge profits on selling these devices.
Since it was proven by agencies like FDA that such devices will not help in saving the kids, companies should stop making and selling them. It will be unethical to profit from the fear of the employees without having any basis for the same.
When customers ultimately find out that they were being cheated, the company could face severe repercussions.
Marketing 13th Edition by Gary Armstrong, Philip Kotler
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