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Lotus Marketplace: Households

In: Business and Management

Submitted By sreeves4
Words 3481
Pages 14
Lotus Marketplace: Households

Ethical Issues:
• How far does the responsibility of Lotus and Equifax extend to make sure their product is not put to improper use? Lotus and Equifax planned to screen purchasers to limit access to the data only to legitimate companies, who would purchase the discs directly from Lotus and sign a form agreeing to us the data only as spelled out by Lotus. How far does product liability go?
• Where do marketing feasibility and consumer convenience stop and invasion of privacy begin? According to Kennedy, [Privacy and Information], privacy is such a personal issue that people will naturally differ on how much they are willing to give up for certain services. Simply banning certain uses of personal information does not accommodate individual needs.
• Who owns the information? The companies who maintain the databases or the consumers whose names comprise the databases? According to DeGeorge, we have no right to facts. But we have no obligation to make known personal facts about ourselves, and if we make them in confidence, we have the right to insist, and expect, that they will be kept confidential.
• Should only large businesses with an abundance of resources participate in direct marketing, as it was cost prohibitive for small businesses to utilize direct marketing?
In 1990 the total industry was estimated at $1.23 billion annually in list sales. There were also many products like Conquest, Microvision and Powerhouse, which used modeling techniques to identify the most suitable market segments and geographical areas for a given product. Lotus Marketplace was only offering the same services at lesser prices.

Alternatives: In the given situation, I see that Lotus and Equifax has two alternatives. One is to succumb to the pressures of the critics and consumers and to stop the launch of the product. The other is to go ahead with...

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