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- Suppose AT&T showed a gay couple using its cellservice plan or P&G showed a gay couple usingone of its laundry products in ads on networktelevision. Is a backlash by those who do not acceptthe gay community a likely response? How are suchconsumers likely to respond? Why?What are the benefits and drawbacks of the following: - Jury of Executive Opinion - Delphi Method - Opinion PollsCritical Thinking A few years ago, Anheuser-Busch Inc. created a new division dedicated to marketing to Hispanics and announced it would b0ost its ad spend- ing in Hispanic media by two-thirds to more than $60 million, while Miller Brewing Co. signed a $100 million, three-year ad package with Spanish-language broadcaster Univision. But Hispanic activists immedi- ately raised public health concerns about the beer ad blitz on the grounds that it targets a population that skews young and is disproportionately likely to abuse alcohol. Surveys of Hispanic youth show that they are much more likely to drink alcohol, get drunk, and en- gage in binge drinking than their white or black peers. A senior executive at Anheuser-Busch responded, "We would disagree with anyone who suggests beer bill- boards increase abuse among Latino or other minority communities. It would be poor business for us in to- day's world to ignore what is the fastest-growing seg- ment of our population."
- 8. Which of the following would be an example of a bioethical issue? a. Ethical committee b. Abortion c. Paternalism d. NonmaleficenceElaborate and explain each of this context. 1. A good marketing team can help develop a positioning statement to helpreach as much or the target market as possible. The best start for any positioning analysis is gaining a thorough knowledge of a product or service's target market. This is the group of people or businesses that will best benefit from the use of the product/service.1. "Torches of Freedom" was a campaign designed to increase acceptance and popularity of smoking for women, which at the time was taboo. Group of answer choices True False 2. The Press Agentry Era is known for: Group of answer choices Influencers All of the above are INCORRECT Publicity Stunts Corporate Social Responsibility 3. Public relations research includes formal and informal methods. Group of answer choices True False
- Qualitative research aims to understand concepts, thoughts, or experiences. It provides in-depth insights into poorly understood topics—the data type deals with words, pictures, or descriptions. The methods involve using focus group(s) for “Open-ended questions” to explore subjects’ perspectives, Describing observations in words, and literature reviews. Qualitative research is also at risk for biases, including the Hawthorne effect, observer bias, recall bias, and social desirability bias. How do you ensure the reliability and validity of your findings in qualitative research?Q4aThere is a growing debate that the internal environment is more important thanthe external environment, present your explanations to provide clarity to this issueusing simple examples touching on the environmental factors for bothenvironments.The idea of "self-concept" is used to explain: O why most companies that enter a new market only serve one segment none of the other four options are correct the rise of self-made 'influencers' in online marketing the difference between wants and needs O why individuals who buy full-size pickup trucks may often have "rugged" personalities
- Should the company promise to never again conduct a survey of this sort? Should it go even further and explicitly ban research intended to manipulate the responses of its users?MANAGEMENT DECISION CASECrafty Credit Card Competitor “Chases” Amex for Shareof Millennials’ Wallets This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in this chapter points out, lumping all older consumers into a generalized segment overlooks some important variables. Looking at the generational groups and their representative values (see Exhibit 7.7), where would you suggest Amex focus its marketing efforts, and why?“Tobacco use is a leading cause of cancer in American society. Although smoking among adults has declined in recent years, it has actually increased among adolescents” (Centre for Disease Control, 2019) 2a) Explain FOUR strategy options available for above research on behaviour observation among adolescents. 2b) Discuss TWO ethical issues that may arise in social surveys involving adolescents.