Subway, Panera Bread and Wholefoods are just some of the "healthy" choices for consumers. Yet McDonalds, Burger King, Wendy's, and Five Guys are reportedly doing well, serving food that some observers regard as somewhat "unhealthy". If you were asked to explain this from a marketing point of view, how would you do so using your knowledge of consumer behavior and market segmentation? Is it ethical for a company to sell food that may cause health problems for the individual sometime in the future? Have firms got some responsibility here?

**“Marketers who target consumers on the basis of their values believes that with appeals to people’s inner selves, it is possible to influence their outer selves” (Kotler & Keller, 2012). It is up to the discretion of the consumer purchasing the “unhealthy” foods from fast food chains such as McDonald’s, Burger King etc. What one may deem unhealthy, another may have an alternate view point. Further, one can state that although, these foods are thought to be unhealthy only if eaten on a consistent basis. Further, an individual may state that they occasionally dine out and cater to their fast food cravings. Conversely, these companies’ can also have a hand in shaping the purchasing power of their consumers if they would advertise their “healthy” foods as much as they advertise what they are notable for. In regards to long-term or future health issues for consumers, fast food companies should not be responsible for the choices individuals make if, and only if, their food selection ratio is the same for all products served. People have health related issues unbeknownst to these companies and are well aware of what foods to avoid. However, a lot of the times these warnings are disregarded because of the lack of knowledge and regard for one’s health. Also, it is known that “consumer behavior is influenced by three factors: cultural, social, and personal” (Kotler & Keller, 2012). Therefore, it is the responsibility of the consumer to manage what they consume.

Response #1
Great point (for question #1)! A lot of the times individuals eat from these fast food chain in high consumption that definitely threatens their livelihood and health. Therefore, blaming McDonald's for someone's obesity does not make them the culprit and it definitely does not aid in the onset of chronic diseases the consumer acquired for eating out on a consistent basis. Further, consumers are geared to eat the things that are not quite suitable to eat due to health related issues and abstain away from the very choice that will help them live a healthy lifestyle. My 10th grade Chemistry teacher once conveyed that a Burger King whopper jr. was considered to be a healthy choice if eaten in moderation.

Boeing have had some problems with their 787 Dreamliner due to problems with the power packs. The 50 planes now in service have all been grounded. From a Marketing point of view how would you, as the 787 Brand Manager, deal with this crisis to make sure that your airline customers don't cancel the 800 aircraft that has been sold already? Remember that your customers are large, powerful airlines all over the world that may just turn to Airbus.

**Realizing that our consumers are our number one priority and accommodating them to the fullest extent to make what can turn into a nightmare more of a pleasant delay. The business relationship with our consumers consists of what we call “vertical coordination,” (Kotler & Keller, 2012) where “building trust is one prerequisite to healthy long-term relationships” (Kotler & Keller, 2012). Because of our reputable integrity, our airline provide honest information to passengers every hour, “provide passengers incentives that are aligned to meet with their needs” (Kotler & Keller, 2012) such as, food, complimentary alternate flight options to those willing to board other airlines to get to their destinations, and full refunds for those who have been greatly inconvenienced. One imperative concept, our airline must keep in mind is to not bite off more than we can chew. In this case, making and keeping our passengers happy and comfortable are priority, however, we must maintain and remember that this is still a business.

Response #2
Wonderful point made in regards to discounts to consumers and/or an incentive package made to passengers. However, if an airline had inconvenienced me due to lack of airplanes, I would like a bit more incentives to accommodate my inconvenience. The airline would of course have to keep in mind that their bottom line will definitely have to be met and won't please all passengers, however, with consideration of having to book another flight or spending endless hours at an airport can seem daunting, discouraging, and uncomfortable. Therefore, if they'd provided nourishments, snacks, drinks, blankets, etc. it would make the wait less gruesome.

Works Cited
Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). New Jersey: Pearson Publishers.