Chapter 3 is an interesting chapter because most people have an opinion about the ethics of marketing. The larger question is does marketing influence society or does marketing reflect society?
Here are some videos that you can use for Chapter 2. There are more than one video for some of the topics. This allows you to pick the one that fits best with your teaching style and content emphasis. You may also want to post the link for students to review the concepts.
Lululemon Athletica’s former Chairman and founder, Chip Wilson, created much controversy for the Lululemon brand of yoga and exercise wear. He stated publicly that he favored child labor in developing countries and claimed that cigarette smoking and birth control pills lead to high divorce rates and breast cancer. To top it off, he further claimed that Lululemon doesn’t manufacture clothing for plus-size women because it requires too much material, making the product too expensive.
Crisis management suggests that companies must immediately tackle any controversy that affects the company. This ABS News Report shows how the company’s representative handled the controversy…. not well…
You may also want to look at Lululemon.com’s website.
1. How do you, as a consumer, evaluate the Chairman’s apology?
2. How would you advise the company’s Board to handle such a crisis? Explain.
3. Assume that you are a Lululemon Athletica’s consumer. Would you continue to purchase the company’s products? What should the company to do make it up to its consumers, many of whom were insulted by the Chairman’s comments?
Colgate cleverly draws attention to its product, dental floss, in this advertising campaign, arguing that when people have something stuck between their teeth others notice nothing else.
Here is a funny video you may want to show as well that shows kids talking about teeth. Why would Colgate produce this video and post it in the brand’s YouTube channel?
People liked to be thanked. They like to be appreciated. This New York Times article provides information about a new campaign by Whirlpool. Here is the TV ad and a microsite that was created by Whirlpool. You may want to start the discussion by talking about the idea that we hear much more criticisms than thanks.
Here are three videos that you can use to introduce the course and Chapter 1.