1. Is it fair to single out soda in such a ban? Debate this argument from all sides of this issue: government, soft drink marketers, and consumers.
2. Should marketers embrace the societal marketing concept with respect to foods or products that could be harmful to consumers? Discuss an example of a company embracing the societal marketing concept with respect to the obesity epidemic.
With two-thirds of adults and one-third of school-aged children in the United States overweight or obese, New York City Mayor Michael Bloomberg is taking action against the soft drink industry. Mayor Bloomberg proposed a ban on big sugary drinks such as 7-11's mammoth 32-ounce "Big Gulp." The ban would put a 16-ounce cap on fountain and bottled drinks sold at restaurants, theaters, and sporting events. While it applies to drinks having more than 25 calories per 8 ounces, it does not apply to 100 percent juice or milk-based beverages. Establishments serving fountain drinks will see a significant revenue drop because these drinks are often marked up 10 to 15 times their cost. Many consumers oppose the ban because they perceive it as further encroachment of the "nanny state." Mayor Bloomberg has already banned Marketing is expensive! A 30-second advertising spot during the 2012 Super Bowl cost $3.5 million, and that doesn't include the $500,000 or more to produce the commercial. Anheuser-Busch usually purchases multiple spots each year. Similarly, sponsoring one car during one NASCAR race costs $500,000. But Sprint, the sponsor of the popular Sprint Cup, pays much more than that. And what marketer sponsors only one car for only one race? Want customers to order your product by phone? That will cost you $8 to $13 per order. Or how about a sales representative calling on customers that costs about $100 per sales call, and that's if the rep doesn't have to get on an airplane and stay in a hotel, which can be very costly considering some companies have thousands of sales reps calling on thousands of customers. And what about the $1-off coupon for Tropicana orange juice that smoking in public parks and trans fats in restaurant foods, as well as requiring chain restaurants to include calorie information on menus. This leads many to ask, "What's next?"