week 6 – discussions

Utilizing the REQUIRED text: Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson. 

Answer BOTH 1 & 2:

1.The Ethics of Marketing to Children

Watch the following video: http://www.youtube.com/watch?v=S-KwCNOg0qs&feature=youtube_gdata_player

 Marketing to children. This outtake from “The Corporation” shows an interview with Lucy Hughes, explaining the rationale for marketers to manipulate children to nag their parents to influence purchasing decisions.

Based on the video, textbook readings, and other outside resources, find examples of advertisements that target children. Select one advertisement you consider ethical and one advertisement you consider unethical. Defend your position in each case. Attach copies of the advertisements (one ethical and one unethical). In addition:

A. Define what you mean by ethical.

B. Define what is meant by a vulnerable population target.

C. Use terms from the reading such as “overaggressive, deceptive, misleading and exploitive.”

2.Green Marketing 

In January of 2012, Patagonia became the first brand to register for “Benefit Corporation” status. A benefit corporation is an alternative to its standard counterpart as it operates under the legal premise of 1) creating a positive impact socially and environmentally in its materials, 2) upholding corporate social responsibility in terms of considering its workers, its community, and the environment as well as challenging its current boundaries in those areas, and 3) reporting its activity as a company as well as its achievements in social and environmental areas by publicly using a non-partisan third party- source. 

Why is Patagonia considered a “poster child” for green marketing, and what is the impact of its profile as a socially responsible company?

Use the following blog article in your post: http://m.smartplanet.com/blog/design-architecture/patagonias-sales-rise-thanks-to-buyers-it-doesnt-design-for/5032 

Patagonia’s sales rise, thanks to buyers it doesn’t design for