Transcript Marketing in Action

Let’s Talk!
Many consumers
feel that gasoline
prices are too
high because of
excessively high
markups. Do you
feel this criticism
is justified?
Explain.
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Marketing in Action
McDonald’s and Obesity
A 2002 lawsuit unsuccessfully sued McDonald’s on
behalf of obese children, claiming McD’s marketed
food that is high in “fat, salt, sugar, and cholesterol.”
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Let’s Talk!
Even otherwise “safe”
products can be used (or
consumed) in an unintended
fashion which is inherently
unsafe.
What can firms do to protect
themselves from misuse of the
product and the annoying (and
typically expensive) lawsuits
which often follow?
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Marketing in Action
Marketing and Materialism
Does the Rolex Web site promote materialism?
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Marketing in Action
Cultural Pollution
Critics contend that the constant exposure
to advertisements assaults our senses.
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Marketing in Action
Unfair Business Practices?
Microsoft has been accused of predatory
“bundling” practices -- adding features to
Windows system software
that is installed on 90% of
the desktop computers.
This makes it easy to
get consumers to
Use Microsoft’s
other products,
which stifles competition and innovation.
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Marketing in Action
Environmental Sustainability
Dell understands
that sustainability
means handling
their products at the
end of their useful
lives. The Dell
recycling program
helps customers
recycle or donate
old computer
equipment.
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Figure 16-1
The Environmental Sustainability Grid
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Figure 16-2
Marketing Areas That May be Called
into Question Under the Law
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Marketing in Action
Innovative Marketing
In less than a decade,
Samsung has given its
brand a cutting edge
image by unleashing a
torrent of innovative
and stylish new
products targeted at
high-end users.
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Figure 16-3
Societal Classification of Products
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Marketing in Action
Salutary Products
Insurance is one
example of a
salutary product.
Can you think of
some others?
http://www.statefarm.com/
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Let’s Talk!
Based on the societal
classification scheme,
how would you classify
the following products?
Credit cards
Cigarettes
Vitamins
Diapers
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Let’s Talk!
The use of sex in advertising is often
criticized. Marketers justify its use
by noting its power to function as an
attentional lure.
What type of advertising
standards would you suggest
to govern the use of sex in
advertising by a firm?
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Marketing in Action
Code of Conduct
PricewaterhouseCoopers
established a thorough
ethics program, which
begins with the
code of conduct.
Click below
to learn more.
Link to code
of conduct
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