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- Because lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behavior? Explain why or why not.Marketers are making a new pitch to men—at the risk of politicalincorrectness. Marketers for firms such as Unilever and Kmart werefrustrated in their attempt to reach young male consumers withtheir messages. After searching for clues about what this crowdlikes, these firms created marketing campaigns designed to grabtheir attention—perhaps at the expense of other consumers. Someadvertising is designed to appeal to “bad boy” attitudes, lowbrowhumor, and sex.1. What are some of the pitfalls of this kind of segmentation?2. Do you think these ads will be successful in the long run? Whyor why not?3. Should marketers be concerned about offending one marketsegment when trying to reach another? Why or why not?Scripps identifies its core audience as upscale women who aredecision makers. Give at least one example each of cultural,social, and family influences that might sway their viewing andpurchasing choices as related to Food Network.
- Does MMLP have any reason to believe that gender could or would play a role in sales success in the Asian market she was reassigned to?Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behaviour? Explain why or why not?1. Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behavior? Explain why or why not. 2. Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the "Citra 3D Brightening Girls Search." Citra Pearly White UV Body Lotion is marketed as a skin-whitening product. Skin whitening is popular in many Asian countries because lighter skin color is associated with higher economic status. However, this belief is not created by marketers. Anthropologists point out that Asian cultures, and Thailand in particular, have long histories of associating darker skin tones with outdoor peasants and field workers and lighter skin tones with higher socio-economic status. Citra s advertising was criticized because…
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- Creative works is a leading cosmetic company. It is launching a new natural cream - Youth Plus for older women. Who are the direct competitors to the company? What strategy should the company follow to capture market share? Explain with the help of perceptual mapsTrue or False? Demographic segmentation uses different marketing approaches for different time periods of peoples lives and different family situations. Gender segmentation has long been used in clothing, cosmetics, toiletries and magazines We define a product as anything that can be offered to a market for attention, acquisition, use or consumption and that mighty satisfy a want or need.The case highlights how Baby Boomer womenare largely invisible and forgotten by marketers,especially at New York Fashion Week. Why do youthink this once-sought-after and valuable segment ofwomen is now virtually ignored?