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Go to [link widoczny dla zalogowanych] This unique furniture Web site allows the visitor to go on a virtual shopping trip via robotic cameras that display the store’s merchandise in real time. What do you think of this approach? Would it stimulate purchasing if you were in the market for furniture? What would be the advantages and disadvantages of such an approach?
Due to increased competition and market saturation, marketers in industrialized countries are increasingly trying to develop Third World markets by encouraging people in underdeveloped countries to desire Western products. Asian consumers alone spend $90 billion a year on cigarettes, and U.S. tobacco manufacturers continue to push relentlessly into these markets. Cigarette advertising, often depicting glamorous Western models and settings, is found just about everywhere—on billboards, buses, storefronts, and clothing. In addition [link widoczny dla zalogowanych], many major sports and cultural events are sponsored by tobacco companies. Some companies even hand out cigarettes and gifts in amusement areas—often to preteens. Should this practice be encouraged, even if the products being marketed may be harmful to consumers’ health (e.g., cigarettes) or divert needed money away from the purchase essentials? If you were a trade or a health official in a Third World country, what guidelines, if any, might you suggest to regulate the import of luxury goods from advanced economies?
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After reviewing these definitions with students, select various types of advertisement (e.g., TV, billboard, magazine, point-of-purchase, etc.) and ask students to express their views of advertising within this framework.
The instructor should encourage students to review the relevant discussion in the text concerning aesthetic marketing research and then express their thoughts and feeling regarding the use of consumer research for these purposes. Considering this practices in light of the marketing concept should generate an interesting discussion.
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The chapter mentions some instances where market research findings influenced artistic decisions [link widoczny dla zalogowanych] [link widoczny dla zalogowanych], as when a movie ending was reshot to accommodate consumers’ preferences. Many people would most likely oppose this practice, claiming that books [link widoczny dla zalogowanych], movies, records, or other artistic endeavors should not be designed to merely conform to what people want to read, see, or hear. What do you think?