This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. In this case; are they effective marketers or are they engaging in unethical practices?
EXCLUSIVE MEMBER ACTIVITY
In this task, students consider these questions: Does marketing promote consumption for its own sake and does society need marketing?
EXCLUSIVE MEMBER ACTIVITY
Marketers are also accused in the media from time to time of creating the material society and of “forcing” people to buy products that they really don’t want or need – is this the case?
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
EXCLUSIVE MEMBER ACTIVITY
Student exercise to discuss Walmart and the concept of societal marketing and how it fits with profit goals.
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
EXCLUSIVE ACTIVITY FOR MEMBERS
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.