What are the ethical aspects both from the standpoint of the passenger and the company? Remember to analyze both sides objectively. What are the strengths and weaknesses of the approach used by the chief executive officer (CEO) in regard to the use of digital marketing tools? How could the CEO have used the website to reinforce a more positive message? What are some alternative actions that you would have taken in regard to using digital or traditional marketing tools in this situation? Be specific with respect to what digital marketing tools you are recommending, and provide the rationale for their use. Thinking more broadly about how this event has changed the perception of United Airlines, how would you change aspects of the marketing mix to create a more positive perception through their digital marketing?