Reference no: EM132912018

The marketing team presents a children's cereal brand manager with "Less Sugar" ad campaign for three of her brands. Large print and dynamic type on the package exclaiming "75% LESS SUGAR" will catch the parent's eye and increase sales. Concerned about their children's weight gain, parents will purchase the cereal. The carbohydrate content of the less sugar product, however, is the same as high sugar version, at best only 10 fewer calories per bowl, so it offers no weight loss advantage. The brand manager's immediate reaction is "This marketing campaign is unethical."

Use the following steps in the Ethical Decision-Making Model to arrive at a conclusion about how the brand manager should handle the situation above by responding to the following questions under the "Evaluate Alternative Actions" and "Make a Decision and Test It" sections below.

-Which option will produce the most good and do the least harm? (The Utilitarian Approach)

-Which option best respects the rights of all who have a stake? (The Rights Approach)

-Which option treats people equally or proportionately? (The Justice Approach)

-Which option best serves the community as a whole, not just some members? (The Common Good Approach)

-Which option leads me to act as the sort of person I want to be? (The Virtue Approach)Make a Decision and Test It

-Considering all these approaches, which option best addresses the situation?

-If I told someone I respect-or told a television audience-which option I have chosen, what would they say?