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Essay / Research Paper Abstract
A 5 page paper. In 1990, R.J. Reynolds Industries Inc. gained 58 percent of its income from the tobacco market. The company was maligned for its plans to market two new brands to narrowly-targeted segments of the US population, namely Black Americans and low-income, poorly educated women. The purpose here is to explore the ethics of the efforts. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSbusEthTob.rtf
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Unformatted sample text from the term paper:
In 1990, R.J. Reynolds Industries Inc. gained 58 percent of its income from the tobacco market. The company was maligned for its plans to market two new
brands to narrowly-targeted segments of the US population, namely Black Americans and low-income, poorly educated women. The purpose here is to explore the ethics of the efforts. Company Missteps
Study after study over the past several years has revealed that with relatively few exceptions, smokers of today tend to be poorly educated
and of low economic standing. Certainly the tobacco companies know this as well, and as is the pursuit of any other company producing a product without ethical implications, the
company sought to produce two new brands intended for consumption by two new market segments that the company sought to attract (Mattera, 1992). In the overall scheme of business,
not only is there nothing wrong with such an approach to business, it is expected. Companies seeking to sell products to consumers must know something of their intended market
segments. The problem for RJ Reynolds is that each of these groups is seen by those with greater advantages as needing the protection
of those who have been more materially successful. When news leaked of the Dakota brand intended for poor women, the outcry was such that the company never launched the
brand after all (Davidson, 1996). Ethical Considerations Davidson (1996) flatly states that RJ Reynolds experiences with Uptown and Dakota "indicate that a socially
unacceptable product like a cigarette will always meet opposition no matter how it is marketed" (p. 4). Though this point may be overstated, there is evidence that social views
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