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Essay / Research Paper Abstract
This 3 page paper examines a case study submitted by a student where a firm generates lists for telemarketers. The ethics of these lists which are tied to credit history are discussed. No sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA313mkt.rtf
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Unformatted sample text from the term paper:
new product. It was a product that for slightly less than $700 would provide businesses with potential client lists. The lists would be generated from some marketing information coupled with
data derived from one of the large credit reporting agencies, Equifax. The case study goes on to explain that there had been many complaints by groups concerned about consumer privacy.
Also, the ACLU claimed that it crossed the line because it used information consumers provide in order to secure credit, and not for marketing purposes. Lotus announced
it would delete names of those who did not want to be a part of the marking effort for which it received many replies. There were other concerns such as
the use of the lists by unscrupulous individuals as well as potential errors that might be contained in the software. The firm also agreed to only sell the CDs
to reputable businesses and Lotus would keep track of the information somehow. In this case study, it is clear that the overwhelming issue is that of the use of
customized mailing lists. Is it a good or bad development? Certainly, no one likes to be bombarded with calls during dinner, but the truth is that companies will get these
lists anyway. Is it good for business? Obviously it is or the lists would not be so important. Even if a cold caller gets a 2% return, that means that
he makes two sales for every hundred calls. With calls lasting just a few minutes in most cases, that is not a bad deal. Supporters say that no one
is really harmed anyway. Of course, the other side could contend that one is harmed because they are deprived of quiet enjoyment of their homes. Again, this is an overwhelming
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