Answer the following question in a short paragraph or two. Make your answer and as clear as possible. Explain who Guiltinan thinks is responsible for planned obsolescence and why. Explain one of the things Guiltinan thinks should be done to correct for planned obsolescence.

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
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Answer the following question in a short paragraph or two. Make your answer and as clear as possible.

Explain who Guiltinan thinks is responsible for planned obsolescence and why. Explain one of the things Guiltinan thinks should be done to correct for planned obsolescence.

Ultimately, consumers, marketers and designers
and engineers are all to blame for planned
obsolescence, and it has a huge environmental
and social cost.
All three groups need to alter behaviour in
order to correct this problem.
We need public policy changes to alter the
designers/engineers' current strategy.
We need to do marketing research in order to
find out how best to motivate consumers to
change their habits.
Guiltanen suggests that this problem is not only a problem with marketers, designers and engineers. Consumers are at
fault too. Is that right?
Can we excuse marketers, designers and engineers as just giving the public what they want? Maybe the businesses
aren't at fault at all, and only the consumers are at fault?
Maybe determining fault isn't useful here. What responsibilities do marketers, designers and engineers have towards
consumers? And why?
What responsibilities do consumers have to businesses? And why?
Transcribed Image Text:Ultimately, consumers, marketers and designers and engineers are all to blame for planned obsolescence, and it has a huge environmental and social cost. All three groups need to alter behaviour in order to correct this problem. We need public policy changes to alter the designers/engineers' current strategy. We need to do marketing research in order to find out how best to motivate consumers to change their habits. Guiltanen suggests that this problem is not only a problem with marketers, designers and engineers. Consumers are at fault too. Is that right? Can we excuse marketers, designers and engineers as just giving the public what they want? Maybe the businesses aren't at fault at all, and only the consumers are at fault? Maybe determining fault isn't useful here. What responsibilities do marketers, designers and engineers have towards consumers? And why? What responsibilities do consumers have to businesses? And why?
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