Critical Thinking A few years ago, Anheuser-Busch Inc. created a new division dedicated to marketing to Hispanics and announced it would b0ost its ad spend- ing in Hispanic media by two-thirds to more than $60 million, while Miller Brewing Co. signed a $100 million, three-year ad package with Spanish-language broadcaster Univision. But Hispanic activists immedi- ately raised public health concerns about the beer ad blitz on the grounds that it targets a population that skews young and is disproportionately likely to abuse alcohol. Surveys of Hispanic youth show that they are much more likely to drink alcohol, get drunk, and en- gage in binge drinking than their white or black peers. A senior executive at Anheuser-Busch responded, "We would disagree with anyone who suggests beer bill- boards increase abuse among Latino or other minority communities. It would be poor business for us in to- day's world to ignore what is the fastest-growing seg- ment of our population." a. Manufacturers of alcohol and tobacco products have been criticized for targeting unwholesome products to certain segments of the market-the aged, ethnic minorities, the disabled, and others. Do you view this as a problem? Should a firm use different criteria in targeting such groups? Should the government oversee and control such market- ing activities?
Critical Thinking A few years ago, Anheuser-Busch Inc. created a new division dedicated to marketing to Hispanics and announced it would b0ost its ad spend- ing in Hispanic media by two-thirds to more than $60 million, while Miller Brewing Co. signed a $100 million, three-year ad package with Spanish-language broadcaster Univision. But Hispanic activists immedi- ately raised public health concerns about the beer ad blitz on the grounds that it targets a population that skews young and is disproportionately likely to abuse alcohol. Surveys of Hispanic youth show that they are much more likely to drink alcohol, get drunk, and en- gage in binge drinking than their white or black peers. A senior executive at Anheuser-Busch responded, "We would disagree with anyone who suggests beer bill- boards increase abuse among Latino or other minority communities. It would be poor business for us in to- day's world to ignore what is the fastest-growing seg- ment of our population." a. Manufacturers of alcohol and tobacco products have been criticized for targeting unwholesome products to certain segments of the market-the aged, ethnic minorities, the disabled, and others. Do you view this as a problem? Should a firm use different criteria in targeting such groups? Should the government oversee and control such market- ing activities?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:Critical Thinking A few years ago, Anheuser-Busch
Inc. created a new division dedicated to marketing to
Hispanics and announced it would b0ost its ad spend-
ing in Hispanic media by two-thirds to more than
$60 million, while Miller Brewing Co. signed a $100
million, three-year ad package with Spanish-language
broadcaster Univision. But Hispanic activists immedi-
ately raised public health concerns about the beer ad
blitz on the grounds that it targets a population that
skews young and is disproportionately likely to abuse
alcohol. Surveys of Hispanic youth show that they are
much more likely to drink alcohol, get drunk, and en-
gage in binge drinking than their white or black peers.
A senior executive at Anheuser-Busch responded, "We
would disagree with anyone who suggests beer bill-
boards increase abuse among Latino or other minority
communities. It would be poor business for us in to-
day's world to ignore what is the fastest-growing seg-
ment of our population."
Transcribed Image Text:a. Manufacturers of alcohol and tobacco products
have been criticized for targeting unwholesome
products to certain segments of the market-the
aged, ethnic minorities, the disabled, and others.
Do you view this as a problem? Should a firm use
different criteria in targeting such groups? Should
the government oversee and control such market-
ing activities?
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