BU 442

Marketing & Society

Spring 2023

Tuesdays & Thursdays: 11:30 am – 12:50 pm

Lisa Giguere

June 22nd, 2023

 Agenda
Topic:
Ethical Issues in the Marketing Mix: Positioning & Product
(cont’d)

Readings:
•Balis, Janet, “Brand Marketing Through the Coronavirus Crisis”, Harvard Business
Review Digital Articles, April 6, 2020.
•Allon, Gad, “The Fashion Industry’s Dirtiest Secret”, businessinsider.com,
December 23, 2022.
•Sun, Jennifer J., Bellezza, Silvia and Paharia, Neeru, “Why Luxury Items Can Be
Good for the Planet”, Harvard Business Review, September/October 2021, p. 30.
•Segran, Elizabeth, “H&M, Zara, and Other Fashion Brands are Tricking Shoppers
with Vague Sustainability Claims”, fastcompany.com, July 8, 2019.

Discussion Questions: Included in course outline.

 “Brand Marketing
Through the Coronavirus Crisis”

- Balis, Janet, Harvard Business Review Digital Articles, April 6, 2020.

. 
.
.
Why is the Fashion Industry One of the
World’s Greatest Polluters?
“The Fashion Industry’s
Dirtiest Secret”

- Allon, Gad, businessinsider.com, December 23, 2022.

.
 “Why Luxury Items
Can Be Good for the Planet”

- Sun, Jennifer J., Bellezza, Silvia and Paharia, Neeru, Harvard Business Review, September/October 2021, p. 30.
 Identify the possible impact on
consumers and society
(e.g., physical, psychological,
sociological, cultural, and
economic) of deceptive positioning
and/or product strategies in the
fashion industry.
 Impact of Marketing
on Consumers and Society

• Physical: world we see around us.

• Psychological: relating to the mind.
• Sociological: society is a temporary condition created by
people that can also be changed by people.
• Cultural: values, beliefs, behaviours of a group.
• Economic: production, distribution, and consumption of
goods and services.
 Is it possible for consumers to avoid
being ‘tricked’ by marketing ploys and
false sustainability claims?
Support your response.
 “H&M, Zara, and Other Fashion
Brands are Tricking Shoppers with
Vague Sustainability Claims”

- Segran, Elizabeth, fastcompany.com, July 8, 2019.

 Next Class: June 27th
Topic:
Ethical Issues in the Marketing Mix: Positioning & Product
(cont’d)

Readings:
•Johnson, Fisk, “SC Johnson’s CEO on Doing the Right Thing, Even
When It Hurts Business”, Harvard Business Review, April 2015, p.
33-36.
•“Toyota is Fined $1.2 Billion for Concealing Safety Defects”, The
New York Times, March 20, 2014.

Discussion Questions: Included in course outline.