Consider three important changes in the modern family structure. For each, find an example of a marketer who seems to be conscious of this change in its product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples of marketers who have failed to keep up with these developments.

Locate current examples of marketing stimull that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?

Is it practical to assume that people age 55 and older constitute one large consumer market? How can marketers segment this age subculture? What are some important variables to keep in mind when we tailor marketing messages to this age group?

What are some of the positives and negatives of targeting college students? Identify some specific marketing strategies you feel have either been successful or unsuccessful. What characteristics distinguish the successes from the failures?

Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation claims that surfers gain valuable skills to prepare them for the future. The study also finds that concerns about online predators are overblown; most kids socialize with friends they know from other situations like school or camp. What's your take on this? Are concerns about excessive Web surfing unjustified?

Why is it difficult to identify consumers in terms of their ethnic subculture membership?

This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree?

The chapter discussed the dramatic changes in family structure today. The reality is that many other types of families continue to grow rapidly as well. Indeed, some experts argue that as traditional family living arrangements wane, we place even greater emphasis on siblings, close friends, and other relatives who provide companionship and social support. 106 Some people join intentional families, groups of unrelated people who meet regularly for meals and who spend holidays together. Indeed, for some the act of meeting together to consume homemade food plays a central role in defining family: It is a symbolic way to separate a family unit from other social groups by allowing the to personalize the meal and express affection via the effort that went into preparing the feast. What evidence do you find of the impact of nontraditional family structures? How will these alternative lifestyles change the way we think about consumer behavior?

The chapter describes efforts by some mainstream marketers to appeal to Muslim consumers by making halal products. Given the political attitudes some Americans hold regarding Muslims, is this a dangerous strategy or a courageous one? What are the potential pitfalls of this approach, and how would you handle it?

Religious symbolism appears in advertising, even though some people object to this practice. For example, a French Volkswagen ad for the relaunch of the Golf showed a modern version of The Last Supper with the tagline, "Let us rejoice, my friends, for a new Golf has been born." 105 A group of clergy in France sued the company and the ad was removed from 10,000 billboards. One of the bishops involved in the suit said, "Advertising experts have told us that ads aim for the sacred in order to shock, because using sex does not work anymore." Do you agree? Should religion be used to market products? Do you find this strategy effective or offensive? When and where is this appropriate, if at all?

When they identify and target newly divorced couples, do you think marketers exploit these couples' situations? Are there instances in which you think marketers may actually be helpful to them? Support your answers with examples.

Born again Christian groups have been instrumental in organizing boycotts of products advertised on shows they find objectionable, especially those that they feel undermine family values. Church leaders can encourage consumption but, more importantly, they can also discourage it-sometimes with powerful effects. The Disney Corporation discovered how effective these movements can be when the Southern Baptist Convention voted to persuade all its members to boycott Disney's operations. The church instituted its anti-Mickey rebellion to protest the "Gay Days" at the theme parks and advocated a view that Disney had a radical homosexual agenda that it promoted through its broadcasts. Soon other organizations joined the cause, including the American Family Association, the General Council of the Assemblies of God, the Congregational Holiness Church, the Catholic League for Religious and Civil Rights, and the Free Will Baptists. The fallout from the boycott was significant; Disney was forced to lay off 4,000 employees. Do religious groups have a right or a responsibility to dictate what advertising a network should carry?

Discuss the pros and cons of the voluntarily childless movement.

Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to African American consumers. According to the company, about 70 percent of African American smokers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open cigarette packs from the bottom. the company decided to pack Uptowns with the filters facing down. Reynolds cancelled its plans after private health groups and government officials protested. Does a company have the right to exploit a subculture's special characteristics, especially to increase sales of a harmful product such as cigarettes? What about the argument that virtually every business that follows the marketing concept designs a product to meet the needs and tastes of a preselected segment?