Read Case 12. Mattel Gives its Marketing Strategy a Makeover in Marketing Strategy by O. C. Ferrell; Michael Hartline; Bryan W. Hochstein on Page 409.

1. Pick a "for" or "against" position (no neutral or both) in response to the statement "manufacturers of products for children have special obligations to consumers and society". Explain and defend your position.
2. Describe Mattel's effectiveness at encouraging ethical and legal conduct by its manufacturers. Describe the changes and additions you would make to the company's global manufacturing principles if you were in charge.
3. Explain how Mattel could adjust its product mix to accommodate the continuing lifestyle shift in American youth. Consider consumer preferences and generational information as well.