As described in the textbook, CVS made a controversial decision in $2014--$ to ban tobacco products from its stores. To the company, this step was an important one in shifting their customers$$ perception of CVS from a national retail chain to one that helps them live healthier lives. They did this despite the projected annual revenue loss of up to $$2$ billion. The company continues to add value to this perception shift in its marketing campaign; for example, changing its corporate name to CVSHealth.

Part $1$: CVS was clearly entering new territory. Put yourself in the role of a marketing manager for CVS while this shift was happening. Based on your readings this week, what techniques would you have implemented to plan for the uncertainties that would inevitably arise? Do you feel the strategy to ban tobacco was necessary to make the shift? Since this shift, what value does CVS now offer to the market that they didn$$t before? How can CVS continue to respond to consumer trends in the future?

Part $2$: Do companies have the corporate social responsibilty to help consumers improve their healthy behaviors or is it just important to respond to health segments as consumer trends? Important: Apply the Theory of Planned Behavior. How does this theory help guide health marketing campaigns?