Educational Mobile Applications Inc. Marketing Plan Exercise

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MKTG 3100 W02 Assignment 4 April 13, 2014 Educational Mobile Applications Inc. Marketing Plan Exercise Pg. 82 1-3 1. Identify any ethical issues that could affect your chosen firm. What steps should be taken to handle these issues? As a company marketing a mobile phone application, there are always other factors to consider. In order to use many internet-based applications, the user must give a certain amount of personal information to the publisher. One ethical issue that would need to be addressed with the nature of this type of business is how that personal information and data is handled. Our company would have to adopt a very strict confidentiality policy in order to protect the privacy of our customer base. Re-building the trust of our customers is not worth the potential gains of sharing their personal information and there would have to be negative repercussions for anyone who attempted that type of unethical behavior. Like any other company, we would also have to maintain awareness of the ethical integrity of our marketing strategy. We would not want to put off a negative public image by promoting any negative stereotypes. It would also be our social responsibility to aware of the culture of the people we were marketing to. It would be unethical to market our mobile app as something only a "higher quality" of people should use. Instead we should simply focus on marketing the positive technical and ease-of-use values that our app would bring to customers. As with any firm, ethical behavior should be self-evident and steps should always be taken to avoid anything unethical. This will help to ensure the longevity of the firm, as well as the happiness of the stockholders, employees, and consumers alike. 2. How should your company integrate corporate social responsibility into its marketing plan? Every business should be concerned

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