DEVRY MKTG 522 Week 7 DQ 2 Ethics and Social Responsibility

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DEVRY MKTG 522 Week 7 DQ 2 Ethics and Social
Responsibility

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• Customer complaints about Toyota cars suddenly
  accelerating were initially downplayed by Toyota
  Motor Sales in December 2009, which initially
  stated that it was caused by the driver's side
  carpeting getting in the way of the pedal.
  Toyota's announcements at the beginning of 2010,
  however, suggested that the real culprit was a
  defective gas pedal. This resulted in many calls
  for an investigation, as the initial claim about
  the carpeting was seen as apparent camouflage for
  a more serious situation, one that is alleged to
  have resulted in hundreds of Toyota cars suddenly
  accelerating and unable to stop, as well as
  several passengers dying in accidents.

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• Additional issues have since emerged that
  suggested other mechanical problems at this major
  automobile manufacturer. Within the automobile
  world, the recalls have affected over eight
  million Toyota automobiles.
• Research this incident online. Share what you see
  as the responsibilities that a marketer (Toyota)
  has to the society in which it markets its goods.
  Was there an ethical breach by Toyota in not
  coming forth when the problem with acceleration
  was first reported, or was it simply a series of
  poor business decisions? Or was it both?
  Substantiate your response.
• Given the current situation, what would you
  suggest that Toyota do to ensure that its
  marketing practices are seen by the public as
  ethical and above board? At the same time, how
  should Toyota market itself to regain consumer
  trust that has been shaken by the many deaths
  that resulted because of the initial gas pedal
  defect?