Marketing Harmful Products

Marketing of fast food

 

 

During a 30-day time period Morgan Spurlock had been eating only McDonald's food, three times per day. He also always "super-sized" his meal—but only if it was offered.

 

• consumed an average of 5,000 kcal per day

• gained 11.1 kg, a 13% body mass increase

• a cholesterol level of 230

• mood swings, sexual dysfunction

• fat accumulation to his liver.

 

It took Spurlock fourteen months to lose the weight gained from his experiment.

Storchevoy M. A. Corporate Social Responsibility. 2013

Topic 6. CSR in Marketing

 

 

Marketing of fast food

 

An episode from Supersize Me (2004)

 

 

6.6

Deceptive Pricing

 

Deceptive pricing

 

Any pricing technique aimed at masking the real price. There are two strategies.

 

False discount

• Buy one and take another for free

• High price and high discount

 

Hidden TCO (total costs of ownership)

A product is sold at a low price but after-sale service is rather expensive

• Cheap printer and cartridges

• Free mobile phone and high payment

 

 

False Discounts

 

 

 

1. Do you think it is ethical to use such pricing policy?

2. If it is not, how should it be regulated?

 

6.7

The Art of Selling

 

The Art of Selling

The Problem

 

Numerous books were published to teach people how to sell:

 

 

 

 

Can we say that all these “tips” and “techniques” are ethical?

 

 

Glengarry Glen Ross (1992)

Boiler Room (2000)