Market Segmentation and Targeting

Use Maslow’s hierarchy of needs to address critics’ concerns that too much of advertising is directed at creating demand for products that are irrelevant to people’s true needs.

Suppose that you were launching a new service venture, perhaps a marketing consulting company that would cater to small and medium-sized Canadian companies. Determine your brand promise (what the brand will do for the customer), create a name, and describe how you communicate the brand and how you would deliver on the brand promise.

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There are many cases of serious wage and hour violations by employers, particularly in the retail sector. These cases feature employers failing to provide breaks, pressuring workers to underreport hours of work, requiring that work be performed both before and after shifts, and crudest of all, “shaving time.” The latter refers to the practice of simply deleting work hours from computerized payroll records.

Is this any different from stealing? Is there any justification for such acts?


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