Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to black consumers. According to the company, about 70 percent of black smokers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open cigarette packs from the bottom, the company decided to pack Uptowns with the filters facing down. Reynolds cancelled its plans after private health groups and government officials protested. Does a company have the right to exploit a subculture’s special characteristics, especially to increase sales of a harmful product such as cigarettes? What about the argument that virtually every business that follows the marketing concept designs a product to meet the needs and tastes of a preselected segment?
Answer to relevant QuestionsRushmore Drive.com was touted as the first black search engine, but it shut down only a year after its launch. The idea of a site that would look specifically for black-oriented content and data had been the subject of ...The chapter describes efforts by some mainstream marketers to appeal to Muslim consumers by making halal products. Given the political attitudes some Americans hold regarding Muslims, is this a dangerous strategy or a ...Why are Hispanic American consumers attractive to marketers? What is cultural capital, and why is enrolling in an etiquette class a way to accumulate it? Status symbols are products, such as Rolex watches or expensive sports cars, that we value because they show others how much money or prestige we have. Do you believe that your peer group values status symbols? Why or why ...
Post your question