學門類別
Chunghwa Post’s Sales Promotion Campaign for “Chunghwa Post VISA Debit Card”
內容大綱
Chunghwa Post launched a VISA debit card promotion campaign but unexpectedly caused trouble for the Taiwan Rabbit Saving Association. The purpose of the case is to explore the ethical issues and solutions when a promotional activity indirectly damages the interests of third parties.
學習目標
The purpose of the case is to explore the ethical issues and solutions when a marketing campaign indirectly damages the interests of third parties. Such situations are often seen in marketing practices, for example, people waiting in line cause traffic jams during a opening discount promotion. The former is to increase social costs of non-specific third parties due to marketing activities, while this case is to increase external costs to specific third parties. The degree of impact can be divided into time, spirit and economy. Students who read this case can use this case as a mirror to take into account the possible external costs and social impacts when designing marketing activitie