Gerry Nelson, director of marketing at Tasty Cola, was uneasy with her boss's sug- gestion that...

 

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Gerry Nelson, director of marketing at Tasty Cola, was uneasy with her boss's sug- gestion that the company create an ethnic marketing committee to study methods of targeting different ethnic groups. The sta- tistics were indisputable. While the average Caucasian consumer drank 130 liters of Tasty Cola a year, Mexican-Americans and African Americans averaged less than 50. 316 Part II Ethics in the Functional Areas of Business Nelson struggled with the concept of ce ethnic marketing. Because soft drinks ful-w filled no basic human need, marketing E them necessitated creating an emotional i link between the product and the con- sumer. She was uncomfortable with tying emotion to ethnicity in Tasty Cola ads. How group could the company attract one ethnic without offending another? What were the ethical implications of essentially stereotyp- ing ethnicities? How could Tasty Cola avoid ethnic stereotyping? Was there such thing as a positive stereotype? Gerry Nelson, director of marketing at Tasty Cola, was uneasy with her boss's sug- gestion that the company create an ethnic marketing committee to study methods of targeting different ethnic groups. The sta- tistics were indisputable. While the average Caucasian consumer drank 130 liters of Tasty Cola a year, Mexican-Americans and African Americans averaged less than 50. 316 Part II Ethics in the Functional Areas of Business Nelson struggled with the concept of ce ethnic marketing. Because soft drinks ful-w filled no basic human need, marketing E them necessitated creating an emotional i link between the product and the con- sumer. She was uncomfortable with tying emotion to ethnicity in Tasty Cola ads. How group could the company attract one ethnic without offending another? What were the ethical implications of essentially stereotyp- ing ethnicities? How could Tasty Cola avoid ethnic stereotyping? Was there such thing as a positive stereotype?

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