Question: In 2 0 0 9 , Anheuser - Busch rolled out a new marketing campaign called Team Pride featuring Bud Light beer emblazoned with university

2009,

Anheuser

-

Busch rolled out a new marketing campaign called "Team Pride" featuring Bud Light beer emblazoned with university team colors. Many college administrators complained that the promotions near campuses would contribute to underage and binge drinking and give the impression that the colleges were endorsing that sort of behavior based on the color associations. A number of schools asked the company to drop the campaign near their campus. A company spokesperson responded, "Anheuser

-

Busch values its relationships with college administrators and has a longstanding commitment to promoting responsible drinking, spending more than $

750

million to fight alcohol abuse since

1982 .

ANSWER THESE TWO QUESTIONS:

In an ethical dilemma such as this, there are at least two options for action that the marketer can take. Describe at least two alternatives the company could take. What are the pros and cons of each of the actions for the company? How about for the consumer?

What do you feel is the most ethical action to take, and why?

In 2009, Anheuser-Busch rolled out a new marketing campaign called "Team

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