Kaplan GB530 week 5 discussions

Unit 5: Unit 5: Delivering Value – Discussion 1

Global
Social Responsibility & Pricing

Introduction: Marketers must constantly look for
ways to be socially responsible and to provide quality products at a price
reasonable to their customers. This Newsweek Video case is an interview (two
videos) with Jeff Kindler, Chairman of Pfizer, Inc. His interview responses
offer insights into the benefits and challenges of social responsibility,
pricing policies, and brand image in a diverse global marketing environment.
About Jeff
Kindler Chairman of Pfizer, Inc.:

Mr. Kindler serves as Chairman of
Pfizer Inc. since December 19, 2006. He is Chief Executive Officer since July
31, 2006; Vice Chairman and General Counsel from March 2005 to July 30, 2006;
Executive Vice President and General Counsel from April 2004 to March 2005; and
Senior Vice President and General Counsel from January 2002 to April 2004.
Prior to joining Pfizer, Mr. Kindler
served as Chairman of Boston Market Corporation from 2000 to 2001, and
President of Partner Brands during 2001, both companies owned by McDonald’s
Corporation. He was Executive Vice President, Corporate Relations and General
Counsel of McDonald’s Corporation from 1997 to 2001, and from 1996 to 1997
served as that company’s Senior Vice President and General Counsel. Member of
the U.S.-Japan Business Council and the Boards of Trustees of Ronald McDonald
House Charities and Tufts University.
He serves as Director of Pfizer Inc.
since July 2006. Mr. Kindler is Chairman of the Board’s Executive Committee and
a member of the Pfizer Executive Leadership Team.
Assignment: Once you have viewed the videos,
answer the following questions:
What are some of the challenges
marketers must consider when designing their pricing strategies?Should different pricing
approaches be utilized in different countries?How can a company such as
Pfizer balance the costs associated with communicating the benefits of
their products with the target markets desire for reasonable prices?Within your response, include a
relevant sentence or two quotes from our Kotler and Keller Marketing
Management text to support your view.
.kaplan.edu/business/GB530/U5/00_24_37.wmv”>Video 1 is related to social responsibility in establishing pricing
policies in the developing world. (.kaplan.edu/business/GB530/GB530_VIDEO%20ONE%20transcript.pdf”>Transcript)
.kaplan.edu.edgesuite.net/business/GB530/U5/00_26_05.wmv”>Video 2 is related to social responsibility
in balancing the challenges inherent in marketing a business while keeping
prices reasonable.(.kaplan.edu/business/GB530/GB530_VIDEO%20TWO%20transcript.pdf”>Transcript)
Discussion 2

Key to effective marketing management in a
global context is keeping up with current events. As outlined in Unit 1, you
need to find a current event topic that interests you and relates to the
material we are discussing. You can find an article from the Internet, the
Webliography, Kaplan Library or any other reliable source. Remember that
Wikipedia is NOT considered a credible source. NOTE: The article you find
must have been written within the past 90 days. Check the Extra! Extra! tab as
a starting point for your research.