What are the different forms that an MPR crisis can take? Give a specific example of each type in your answer

Question

What will be an ideal response?

Answer 1

For marketers, a crisis can take a multitude of forms. It can be an instance when a company's product actually does harm to the person or property of a customer. Examples of this type of crisis include the case of seven people dying as a result of ingesting cyanide-laden Tylenol capsules in 1982 and the increased number of rollover accidents in Ford Explorers in the late 1990s and early 2000s that was attributed to a particular model of Firestone tires.Crises can also emanate from situations in which customers or publics discover that their perception of a company, its brands, or products are not in line with reality. In 2005 and 2006, for example, BP (formerly British Petroleum) suffered a fatal refinery explosion and a pipeline leak while in the midst of repositioning itself as an environmentally and socially responsible energy company with its "Beyond Petroleum" campaign. Subsequent cuts in production and employee allegations of inadequate maintenance and inspection practices exacerbated the impact of these events. The behavior and practices of the people within a firm can create predicaments for marketers as well. For example, in 2002, marketers at General Electric had to respond to publicity surrounding an affair and subsequent messy divorce of recently retired CEO Jack Welch. The media frenzy surrounding Welch brought up questions about his lavish retirement package and seemingly extravagant personal expenses that GE picked up during his tenure. In addition, the timing of this crisis increased the likelihood of Welch and GE being painted with the same brush as other embattled CEOs and their companies, such as Bernie Ebbers of WorldCom and Kenneth Lay from Enron.