Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
100%
What would you do if you were Don?
- 100 - 200 word response
(Success Criteria):
- refer to 1-1E: Responding to an Ethical Case Study to help formulate your responses
- understand the case study and identify the most important points in the case
- analyze the most relevant and important ethical issues in the case study
- communicate your answers clearly and answer all the required questions
- apply your learning from the course
- use specific theories or examples to support your answers
Transcribed Image Text:Case #3: Short Shorts
Characters: Lucy, Employee at The Sandtrap. Don, Manager of The Sandtrap. Fred, Owner of The Sandtrap
Lucy, a college student, is a waitress at a popular eating and drinking establishment called The Sandtrap, located on the local beach.
This restaurant is known for nightly bands and great entertainment. The usual uniform for waitresses is jeans or similar long pants
and a "Sandtrap" T-shirt.
Business is always good during the spring and summer months while everyone is vacationing, but during the winter months there is
a steady decline. In an effort to improve business during the off-season months, Fred, the Sandtrap's owner, tried a number of new
strategies and gimmicks to increase patronage. A past plan was to include extended happy hour specials and complimentary finger
foods to customers. His latest successful strategy is to require all waitresses to wear low-cut and tight-fitting shirts and very short
shorts.
Sales have improved with the new dress, but there have also been some problems. Many male customers make lewd and abusive
remarks to the waitresses, particularly after having several drinks. Lucy is tired of being abused by customers' physical and verbal
actions, so she consults Don, the manager, and tells him that she will no longer wear the skimpy outfit. Don tells her to wear the
revealing attire for the present.
Now, in view of her complaints, Don has to decide what he is going to do. He is reluctant to allow Lucy to go back to the old uniform
since he is convinced that the new, revealing clothing is drawing customers that the restaurant badly needs.
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