MKT 220 MKT220 Module 1 Homework Solution (AAU Online)
PART I: Read the Case Study “(Product) Red” on page 99. Answer questions 1-4.
1.Discuss the four components of corporate social responsibility (CSR) and how they relate to a charitable campaign such as (Product) RED.
2.How does participation in a cause-marketing event contribute to a company’s CSR?
3.What role does sustainability play?
4.Do you think a partnership with (Product) RED can improve Gap’s image?
5.Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as usual?
6.Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign.
7.A year after (Product) RED’s launch, Ad Age reported that although $100 million had been spent on marketing the campaign, only about $25 million had gone to the charity itself. Industry observers speculated that this could trigger a backlash against the campaign. Do you believe the criticism is justified? Do you think the campaign could lose supporters as a result?
PART II: Marketing Plan Development
1.Product 4: a new power charger for tools – M-Cell – New Product/New Company
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