Ethics Archives - Page 3 of 4 - Great Ideas for Teaching Marketing

Difference Between Target Markets and Target Audiences

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Promotion, Role Plays, Services/CRM, Social

In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS

Difference Between Target Markets and Target Audiences Review the Teaching Activity

Patagonia Case Study: Marketing to Anti-Consumers

Case Study, Consumer Behavior, Ethics, Member Activities, Pricing, Segmentation and Positioning, Strategy and Plans

This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.

Patagonia Case Study: Marketing to Anti-Consumers Review the Teaching Activity

The Marketing Challenge of Anti-Consumerism

Consumer Behavior, Discussion Exercises, Ethics, Free Activities, Marketing Environment, Strategy and Plans

This activity addresses the trend of anti-consumerism and provides a brief profile of an anti-consumer. Students discuss the change in consumer behavior and its resultant impact on marketing activities.

The Marketing Challenge of Anti-Consumerism Review the Teaching Activity

Is Shrinkflation a Good Approach to Pricing?

Consumer Behavior, Ethics, Member Activities, News item, Pricing, video

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.

Is Shrinkflation a Good Approach to Pricing? Review the Teaching Activity

Lost Generic Brand Names

Discussion Exercises, Ethics, Member Activities, Products and Brands, Strategy and Plans

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

Lost Generic Brand Names Review the Teaching Activity

Walmart and Corporate Social Responsibility

Discussion Exercises, Ethics, Free Activities, Marketing Environment

Student exercise to discuss Walmart and the concept of societal marketing and how it fits with profit goals.

Walmart and Corporate Social Responsibility Review the Teaching Activity

Pricing Strategy and Ethics

Decisions and Mini-Cases, Ethics, Member Activities, Pricing

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

Pricing Strategy and Ethics Review the Teaching Activity

Sexual Advertising Appeal: Fit with Brand?

Decisions and Mini-Cases, Ethics, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, video

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.

Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity

Ethical Advertising? Tommy Hilfiger Brand Launch

Ethics, Free Activities, Products and Brands, Promotion, video

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.

Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity

McDonald’s Sponsorships

Decisions and Mini-Cases, Ethics, Free Activities, Products and Brands, Promotion

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?

McDonald’s Sponsorships Review the Teaching Activity