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CASE ANALYSIS International Marketing


International Marketing Ultrasound Machines, India, China, and a Skewed Sex Ratio Unit 6 Assignment Step 1: Read Case 4-7 Read Case 4-7, Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries” on page 675 in your textbook. Pay specific attention to the section titled “Assessing the Ethics of Strategic Decisions,” and the Decision Tree in Exhibit 1 on page 677-679. We will be looking at this model as it applies to the marketing of ultrasound machines in China, India and Korea. Step 2: Read Case 2-8 Read Case 2-8, “Ultrasound Machines, India, China, a Skewed Sex Ratio,” on page 636 of your text. Step 3: Visit the East-West Center and read the article Visit the East-West Center and read the article, “How Does Son Preference Affect Populations in Asia?” by Sidney B. Westley and Minja Kim Choe that is in their archive at http://www.eastwestcenter.org/fileadmin/stored/pdfs/api084.pdf. Step 4: Answer the following questions based on the article Based on the reading above, what you have learned in the text readings up to this point and the model that was presented in Case 4-7, answer the following questions regarding the marketing of ultrasound machines in India, China and Korea: 1. What are the ethical concerns that GE must be concerned with in marketing their ultrasound machines in India, China and Korea as presented in Case 2-8? 2. Should GE be concerned with whether there is a high incidence of gender selectiveness in the countries to which they market? 3. Compare the business ethics involved in marketing sonogram machines to doctors in India, China and Korea. Make sure to examine all three of the countries thoroughly and highlight similarities and differences between the three in terms of the ethics of the situation as it applies to marketing the sonogram equipment. 4. In August of 2008, the Korean Supreme Court struck down the Korean law forbidding doctors to divulge the gender of their patient’s fetus. Korean doctors can now tell the parents of the gender of the fetus. Would this change the ethical considerations for GE in Korea? 5. Does GE have any social or ethical responsibility to do anything more than the law requires in all the countries they market to worldwide? Tips: Write your responses in complete sentences; provide specific examples when applicable. As with all material you submit to your instructor, check for correct spelling, grammar, punctuation, mechanics, and usage. Make sure to provide citations and references that you use in writing up the responses. Make sure to use the concepts you have learned from the text and that you have answered the questions thoroughly.


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