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Going Green Volkswagen Hits a Bump in the Road: Volkswagen had marketed its diesel vehicles for their low car- bon emissions, only to have the Environmental Protection Agency discover it used a "defeat device" in its software to change performance during emissions testing. During testing, the soft- ware made the cars run below performance, causing them to release fewer emissions. Once on the road, however, the cars ran at maximum performance-and gave off emissions that were 40 times past the allowable limit in the United States. Volkswagen estimates that ll million cars worldwide have been affected. A class-action lawsuit was subsequently filed against the firm. Now, many global regulatory agencies are investigating Volkswagen for charges ranging from deceptive advertising to fraud. Perhaps the most damaging aspect of the scandal, how- ever, is the impact on consumer trust. The scandal has dealt a blow to diesel's reputation as consumers now wonder how sus- tainable it really is over traditional engines. Additionally, other carmakers are being scrutinized to make sure they did not e : The Quest to Rebuild Trust commit similar misconduct. When a major company betrays customer trust in such a way, it not only affects the firm, but every organization in the industry. Volkswagen has begun to take steps to restore consumer trust. For instance, it is recalling vehicles and offering a $1,000 goodwill n package to its American car owners. Yet even with incentives, Volkswagen will have to face this loss of goodwill for years to n come. Consumer trust is easily lost and is not restored overnight. 4 ITEMS TO BE COVERED: Primary Marketing Issues and Problems: Comprehensively summarize the case and clearly identify the business issues/problems with thorough discussions and full understanding of the issues/problems indicated in the case Case Discussion Questions: Answer the case discussion questions thoroughly with relevant marketing concepts/theories/examples from the previous chapters (Chs. 1-3) and provide comprehensive and clear development and evaluation of marketing/business solutions, and/or alternatives to resolve business problems discussed in the case. Marketing Strategy Recommendations: Present well-reasoned & insightful marketing strategy recommendations and implementation methods supported by comprehensive and reliable evidence and/or data for the company featured in the case. Current and Future Implications of the Recommended Marketing Ideas: Identify current as well as future implications and consequences of the recommendations/decisions you suggested. Fostering Market Orientation: Thoroughly explai how the interrelationships between the different part and functions of the company can maximize positive outcomes with customers and suppliers in a competitive market. Examples of Global Marketing: Thoroughly discuss global business practices of the company featured in the case with relevant examples and evidence. Examples of Socially Responsible Business Practices: Thoroughly discuss socially responsible business practices of the company featured in the case with relevant examples and evidence