Redux Marketing Case Study

Redux Marketing Case Study



Question 1.a. Identify which consumers' rights were violated in the Redux case and which were not affected. Support your answer with facts from the case. (10 marks)

The rights that were violated in the Redux case include:

. The right to safety - Redux was approved with the caveat that the product be used only by obese patients, since the risk of complications within this population was outweighed by the risks associated with obesity. The violation of consumers' right to safety occurred through the prescribing of the product to those who weren't obese, who simply wanted to shed a few pounds to look better. For this population, the risk of ...

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use, contravened the right to be informed. The inclusion of coupons for Jenny Craig and Weight Watchers also created a false impression that Redux was suitable for the mainstream population who wanted to lose a few pounds, thus violating consumers' right to be informed.
. The right to redress against damage - Once the French manufacturer and Canadian distributor became aware of the problems associated with the use of Redux by non-obese clients, they were slow to act in removing the product from the market. The manufacturer and distributor became the target of a class-action lawsuit by users who developed heart and lung problems. The manufacturer and distributor should have moved more quickly, and voluntarily, to provide compensation for damage. By forcing users to pursue a class-action lawsuit, the right to redress against damage was violated.
. The right to consumer education - The use of generalists in the medical field, and the inclusion of material such as ...

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use by obese patients was not respected. Instead marketers exploited members of the mainstream public, with misperceptions about ideal body weight.
. Honesty and fairness - being honest in serving consumers, clients, distributors and the public. In the Redux case, marketers targeted members of the medical community who dealt with the general public instead of the obese target market. In the promotion of Redux to this generalist market within the medical profession, honesty and fairness was not respected, with the result that an unacceptable level of risk was created in the general population.
. Rights and duties in the exchange process - products are safe and fit for their ...

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"Redux Marketing Case Study." Essayworld.com. September 20, 2016. Accessed June 23, 2018. http://www.essayworld.com/essays/Redux-Marketing-Case-Study/105886.
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PAPER DETAILS
Added: 9/20/2016 06:04:34 AM
Category: Business
Type: Premium Paper
Words: 2866
Pages: 11

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