Morgan is a marketing manager at a local car dealership, where he has been working for more than 40 years. Although he is nearing retirement, he loves his job and is passionate about
marketing. He works regularly with Belen, a 29-year old marketing manager of the company's
dealership in the next city over. Belen just moved to the United States from Germany and while
she speaks English fluently, she has a strong accent.
Together they brainstorm strategies for acquiring more customers, retaining existing
customers, and how best to reach their target demographic. In one of their monthly meetings,
Belen and Morgan get in to an argument about an upcoming marketing campaign for an annual
sales event that will take place at both their dealerships.
Belen is adamant that they should use social media to draw people. Morgan thinks that
sending out direct mail is more effective. Morgan dismisses Belen's ideas, citing that she isn't
even 30 years old so how would she know how to market o sales event? Morgan doesn't always
understand Belen's accent so he discounts some of her stotements with a wave of his hands.
Belen views Morgan's ideas as outdated and ineffective. She stands firm on her assertion that
social media is where people go to find out what events are happening in the area. They both
leove the meeting frustrated and no strategy is put in ploce for the campaign.
What went wrong here? What ethical considerations do you observe? What biases do
Morgan and Belen hold?