Case 13.2: The Downfall of UptownEssay Preview: Case 13.2: The Downfall of UptownReport this essayCase 13.2: The Downfall of UptownQuestion 01:What Consumer trends determined Reynolds marketing strategy for Uptown cigarettes?Answer:Reynolds Tobacco Company used the basic marketing strategy which is to define target market and develop a marketing mix for it. They selected Blacks as the target market because, Blacks smoke in greater numbers than other population segments. Reynolds identified that, 34% of the Blacks smoke, compared to 28.8% of Whites and 29.1% of the total U.S. population. They also found that the number of U.S. smokers is dropping 2% every year whereas the number of black smokers is on the rise. So this trends determined Reynolds to make marketing strategy for Uptown cigarettes.
Question 02:Do you think Reynolds marketing strategy for Uptown was flawed in some way?Answer:No, I dont think Reynolds marketing strategy for Uptown had any flaw. The strategy and the target were right. But since the environment factors affect, they did not succeed.
Question 03:What marketing environment factors influenced Reynolds decision to cancel the market test of Uptown?Answer:The marketing environment factors, which canceled the market test of Uptown was Society factor. Shortly after Reynolds announced plans for the Philadelphia market test, the American Cancer Society there started making plans to block it. Finally, nearly 30 religious, health and black community groups joined the Coalition against Uptown and the Coalition succeeded to stop the market test.
Question 04:Did Reynolds demonstrate social responsibility in this incident? Explain.Answer:Yes, Reynolds demonstrated social responsibility in this incident. When Reynolds announced plans for the Philadelphia market test, the American Cancer Society there started making plans to block it. Nearly 30 religious, health and black community groups joined the Coalition against Uptown. The protest was designed to say to Reynolds, we do not need another instrument of destruction to come in the African-American community. Finally the Secretary of the U.S Health and Human Services – Louis W. Sullivan ask Reynolds to halt the campaign. So this way a social responsibility occurred here to downfall Uptown.
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Reynolds, a Conservative, Calls for a Justice System (11/30) (Washington Daily News)
Question 04:Mr. President, you have been the center of concern with the recent riots during the Democratic candidate’s first visit to Philadelphia. Do you believe the political atmosphere has shifted, particularly among those working to stop the criminal activity which is threatening these neighborhoods?Answer:Well, we need two important things. Mr. President, many members of the Black Lives Matter movement have stated that it is necessary to stop the riot and prevent the law enforcement from being abused. You can talk to people on the right who are advocating that people should be brought to justice, but that not everybody has the support needed to do so. I, on the other hand, believe there is need to bring about a system where everyone, including people of color and people in positions of power, have the power to call for justice for those who are struggling under this system.
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Reynolds Calls for a Justice System (10/19) (Columbia County News)
Question 05:I don’t think Mr. President, some people on the right might agree with me. I have been involved in a campaign to call for a justice system for a long time. This is not simply a matter of racial hatred, it is about an ideology. And those who don’t believe that I am an extremist are not welcome at the White House. I am not here to condemn anyone for opposing what I believe in, because I think that if those who are in the same camps who have been calling for the abolition of slavery should be able to come to the Oval Office and talk to each other and discuss their concerns about the racial prejudice and bigotry that exists among our fellow blacks, we can work around these problems. In other words, if we are to get justice for these people who have been discriminated against, we have to ask for the right to have our voices heard and have our voices heard. If racial bias is allowed to continue to exist. What we have to do is to work together with those who are having a difficult time in the race community to bring the civil rights movement back into the limelight. In fact, if we can continue the cause that is moving the Negro and the Asian world forward and bring about real changes in attitudes that have been ignored for so long by the leaders on the right, why can’t we continue to speak for minority communities in North