MCS 4300 Lecture Notes - Lecture 2: 24 Minutes, Disney Princess, Marketing Mix
11 Mar 2017
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Readings: rittenburg and parthasarathy, 1997, smith and cooper martin, 1997, baker et al. , 2005. 2: vulnerable red, sophisticated red. 4: transient moving, retirement, occasional vulnerability diabetes, new baby. Go(cid:448)e(cid:396)(cid:374)(cid:373)e(cid:374)t of ca(cid:374)ada has the (cid:858)offi(cid:272)e of co(cid:374)su(cid:373)e(cid:396) affai(cid:396)s (cid:894)oca(cid:895)(cid:859: educate consumers about fraud, debt, consumers that are not market savvy have the chance to educate themselves. Globalization & vulnerability: consumers in developing markets are often disadvantaged compared to western consumers, screening: responsible corporations? (24 minutes, task: History of marketing to children: children could always see advertising, e(cid:454). Child(cid:396)e(cid:374)(cid:859)s (cid:373)agazi(cid:374)e f(cid:396)o(cid:373) (cid:1005)990, filled with advertisements such as: child(cid:396)e(cid:374)(cid:859)s (cid:272)lothi(cid:374)g, ga(cid:373)es, dolls, medications or drugs, cars. 6: architure, cameras, insurance, advertising was always meant to target the mother, ex. Addressing children directly: lego advertisement, whistle (cid:449)as (cid:271)lo(cid:449)(cid:374) to att(cid:396)a(cid:272)t the kids atte(cid:374)tio(cid:374) (cid:862)lego is he(cid:396)e(cid:863, (cid:862)a (cid:449)hole (cid:374)e(cid:449) (cid:449)o(cid:396)ld to (cid:271)uild (cid:271)e(cid:272)ause lego is he(cid:396)e(cid:863) Seventeen magazine, april 1949: the (cid:862)tween(cid:863, ma(cid:396)ketpla(cid:272)e i(cid:374)(cid:448)e(cid:374)ts (cid:374)e(cid:449) (cid:374)eeds fo(cid:396) a gi(cid:396)l(cid:859)s de(cid:448)elopi(cid:374)g (cid:271)od(cid:455, ex.
