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MK640 Marketing and Advertising

Lesson 3: Brand Management

Discussion Question 2 (24 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative

answer to each of the following discussion questions. Rely on your Required Readings and the
Lecture and Research Update for specific information to answer each discussion question, but
turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the
information. Appropriately cite all resources used to answer the discussion questions and include
an APA-formatted bibliography for each. Your Discussion Question responses should be both
grammatically and mechanically correct, and formatted in the same fashion as the questions
themselves. If there is a Part A, your response should identify a Part A, etc.

Respond to the following:

a. Explain the distinctions between ethics and morals.

b. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical
companies, and as a result, the amount of prescription drug advertising has skyrocketed.
What is a disadvantage of this regulatory change?

c. Explain the "Reasonableness" element of the current FTC policy on deception.

(Reasonableness of Cost
The cost structure of the proposal product must enable to realize
an acceptable profit with a competitive price. In this regard, the
organisation should examine the costs of material inputs, labour costs,
factory overheads, general administration expenses, selling and
distribution costs, service costs and economics of scale.)

d. Explain the "Injurious" element of the current FTC policy on deception. (24 points) (A
1-page response is required.)

Grading Rubric

Please refer to the rubric on the following page for the grading criteria for this assignment.