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Essay / Research Paper Abstract
This 8 page paper considers the marketing strategies used by the Philip Morris brand Marlboro. The paper looks at the product, the prices, the distribution and the promotion in the US and internationally as well as considering the moral and ethical perspectives. The bibliography cites 10 sources
Page Count:
8 pages (~225 words per page)
File: TS14_TEmarlbo.rtf
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Unformatted sample text from the term paper:
in most sectors, however, the subject becomes more controversial when looking at the tobacco market. The marketing undertaken by Philip Morris and
its Marlboro brand may be seen as questionable. The moral and ethical issues are widespread, especially with the controversy over teenage smoking and the wide scale public perception of the
damage that tobacco causes. The Target Market The use of the red branding and the Marlboro man may be seen as aiming
at both the teenage market and the market for women. Women as the target market may not have been as successful. The
image of the ma, rugged and attractive was not wise as it is only seen as attractive by a minority of women and as such does not create the association
required. The Marlboro man was representing a very masculine ideal, white hair and a cowboy image, this ay also be seen as trying
to attract a male audience. This is also supported with the use of young women as promotional girls in a similar manner to car companies. Marketing Activities
The images of the Marlboro man were for so long the focus of the campaigns, with the images of a cowboy, taking pleasure in cigarettes, in wide open land
that was called Marlboro country. The packaging was clear with read colours, and promotions girls used to don red caps and wear
red T-Shirts to give out free samples especially in the developing countries, including Albania (Winter, 2001). The public perception and legal background have not changed, this has meant companies such
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