8/26/2021 New Trends in Marketing Emeline Martin emeline.martin@univ-angers.fr 1 1 8/26/2021 Marketing Ethics 2 2 8/26/2021 Assignment no. 3 • Read the case study entitled “Oilcorp’s Marketing Campaign” by Juan Manuel Parra • In teams of 4 (Google Sheet), reflect on marketing ethics by answering the following questions: 1. Analysis of how the campaign is perceived: • Think about the “Fill Your Car with Smiles” campaign of Oilcorp as if you were customers (ignore the reasons behind the campaign): what do you like (pros) or dislike (cons)? Why? • What motivations or intentions do you think companies have when they decide to use this form of marketing? 2. Assessing the campaign’s effectiveness • In terms of Oilcorp’s campaign, was it any good? How can we assess it? • Apply Liu’s CRM model to Oilcorp to highlight where it is positioned on the matrix. 3. Decisions • Carlos and the marketing team have some alternatives to decide: List them and precise which one should they use. • Given Oilcorp was willing to help the Red Cross, what other alternatives did they have to help the Red Cross that could prove useful to address similar situations in the future? 3 3 8/26/2021 Assignment no. 3 • Output: - Write a summary of your work in a PPT document (7 slides max.): - Write down your comments (what you’d have said orally) below each slide - Title of document: ‘Team X_LAST NAMES in alphabetical order_Assignment 3_M2 MIM’ • Deadline: Submit on Moodle by October 21, 2021 at 6:00 pm at the latest 4 4
