Instructions: Read the following articles and provide your opinion on thequestions that follow:•Agence France Presse (AFP), “WHO: Half a Billion Young Asians at Riskfrom Tobacco Addiction,” May 31, 2008,ALeqM5hfIqvMVfuC5AIdasEdZ20BsmiDfQ.•Associated Press, “WHO Criticizes Tobacco Industry Focus on AsianYoung People,” May 30, 2008,2008/05/30/158840/WHO-criticizes.htm•Were Blockbuster’s actions unethical?Chapter 9 Marketing: Providing Value to Customers9.10 Cases and Problems522
Provide your opinion on the following :•U.S. laws prohibit advertising by the tobacco companies. Shoulddeveloping countries in which cigarette smoking is promoted by theinternational tobacco companies follow suit—should they also bantobacco advertising?•Are U.S. companies that engage in these advertising practices actingunethically? Why or why not?•Should international policymakers support a total ban on tobaccoadvertising? Why or why not?•If tobacco advertising was banned globally, what would be the responseof the international tobacco companies?Chapter 9 Marketing: Providing Value to Customers9.10 Cases and Problems523
TEAM-BUILDING SKILLS (AACSB)Build a Better iPod and They Will ListenRight now, Apple is leading the pack of consumer-electronics manufacturerswith its extremely successful iPod. But that doesn’t mean that Apple’s leadin the market can’t be surmounted. Perhaps some enterprising collegestudents will come up with an idea for a better iPod and put together a planfor bringing it to market. After all, Apple founders (the late Steve Jobs andStephen Wozniak) were college students (actually, college dropouts) whofound entrepreneurship more rewarding than scholarship. Here’s your teamassignment for this exercise:1.Go to theBusinessWeekWeb site (technology/content/dec2004/tc2004127_7607_tc185.htm) and read thearticle “Could Apple Blow Its iPod Lead?”2.Create a marketing strategy for your hypothetical iPodcompetitor. Be sure that you touch on all the following bases:◦Select a target market for your product.◦Develop your product so that it offers features that meet theneeds of your target market.◦Describe the industry in which you’ll compete.◦Set a price for your product and explain your pricingstrategy.◦Decide what distribution channels you’ll use to get yourproduct to market.◦Develop a promotion mix to create demand for your product.3.Write a report that details your marketing strategy.Chapter 9 Marketing: Providing Value to Customers9.10 Cases and Problems524
THE GLOBAL VIEW (AACSB)Made in China—Why Not Sell in China?One of Wow Wee’s recent robots, Roboscooper, is manufactured in China.