Principles of Marketing MKT2100
Assignment 4
Abercrombie & Fitch, a retail clothing chain based in New Albany, Ohio, launched a line of thong underwear for preteen girls. Words like “eye candy” and “wink wink” were printed on the front of the skimpy underwear that some argued would fit girls aged 5 to 10.
Abercrombie is known for its provocative ads and sexually oriented catalogs. Supporters of the strategy claim that producing thong-style underwear for 10- to 16- year olds is a good move; critics think that the line is tasteless and that marketing it to young girls is contemptuous.
A quick video outline your thoughts and opinion as well, thanks. And text document one page
- Would Abercrombie have been in the spotlight had the sexy words been omitted from the product?
- Is marketing adult-styled undergarments to a younger audience unethical.
Assignment 5
Video Response – GB Small
- Create your own video and explain 1. how you think he uses social media to demonstrate his commitment to a societal marketing orientation, 2. Is he right in saying “you need to give the customer what they need and that they need badly enough that they are willing to give you money for it.” If so, why so – if not, why not.
Assignment 6
Create your own video and explain:
- Based on what you heard in the video, what was the Nederlander Organization’s marketing objective in creating Audience Rewards?
- Describe an element that makes up a competitive advantage for Audience Rewards. Is it sustainable?
- What drives the Nederlander’s market strategy, and which element(s) of the marketing mix does it rely upon?