Several years ago R. J. Reynolds announced plans to test market a menthol cigare

Question

Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to black consumers. According to the company, about 70 percent of black smokers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open cigarette packs from the bottom, the company decided to pack Uptowns with the filters facing down. Reynolds cancelled its plans after private health groups and government officials protested. Does a company have the right to exploit a subculture’s special characteristics, especially to increase sales of a harmful product such as cigarettes? What about the argument that virtually every business that follows the marketing concept designs a product to meet the needs and tastes of a preselected segment?

Explanation / Answer

Yes, the company may exploit a subculture’s special characteristics, especially to increase sales of a harmful product such as cigarettes. Adult African Americans are mature enough to make their own decisions unless government makes tobacco illegal.

Virtually every business follows the marketing concept designs a product to meet the needs and tastes of a preselected segment. Here, RJ Reynold's preselected segment are black consumers. According to market research these black consumers tend to open cigarette packs from the bottom. To ease his consumer he decided to pack the cigarette where the filter is facing down. Though government and private health groups protested later so that it should not increase the sales of hamful product(cigarettes).

Related Questions

Navigate

• Browse (All)
• Browse S
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.