Marketing to Inner-City Blacks: PowerMaster and Moral Responsibility
探讨Heileman酿酒公司向市中心黑人社区营销PowerMaster麦芽酒引发的道德争议，分析个体与集体道德责任的区别，指出针对该细分市场的营销者需承担集体责任。
Abstract: PowerMaster was a malt liquor which Heileman Brewing Company sought to market to inner-city blacks in the early 1990s. Due to widespread opposition, Heileman ceased its marketing of PowerMaster. This paper begins by exploring the moral objections of moral illusion, moral insensitivity and unfair advantage brought against Heileman’s marketing campaign. Within the current market system, it is argued that none of these criticism was clearly justified. Heileman might plausibly claim it was fulfilling its individual moral responsibilities. Instead, Heileman’s marketing program must be viewed as part of a group of marketing programs which all targeted inner-city blacks. It is argued that those marketers who target this particular market segment constitute a group which is collectively responsible for the harms imposed by their products on inner-city blacks. This responsibility is reducible neither to individual responsibility nor to a shared responsibility. It constitutes a dimension of moral responsibility to which marketers must pay attention.