Individual Project 1
1. Given the trend in obesity among American consumers, which industries stand to benefit the most? Why?
Given the obesity issues in the American consumers, the food industry has benefited from this trend. Under the Societal Marketing Concept organizations have to balance company profits, customers’ wants and the society's interests. The problem is to determine what is best for the society in this case. Because there is a difference between short term consumers’ wants and long term consumers’ welfare (Brown, 2005).
This issue can be very hard to handle, because it is not all companies market with a social conscience. In one hand consumers say they want healthier foods, but in the other hand, their behavior focus towards unhealthy foods. Some companies may have initiated sincere efforts to provide healthier products; however, it is complicated to modify the consumer’s behavior in this regards (Knowledge@Wharton, 2005). As indicated by The Soy Daily (2003) over recent years rates of obesity have escalated rapidly, increasing consumption of diets high in fats and sugars, and declining levels of physical activity. This behavior generates a marketing opportunity to the food industry, which benefits them due to the heavily supported marketing campaigns the do to attract consumers (Leatherhad Food International, 2004).
Even though some organizations such as Children's Advertising Review Unit (CARU) announced its intentions to enforce a new level of advertising to good nutritional practices and even asked a big company like Burger King to aggressively promote healthier alternative, this efforts are not enough (Commercial Free Childhood, 2005). These policies or guidelines contradict the interests of an industry that encourages people to eat more. If people really ate less, food producers, retailers and fast-food among others, would lose business. Even schools can be affected on the income they receive from companies marketing fast foods and soft drinks. That is why food companies take full advantage of their connections in Congress and federal agencies to make sure that anti-obesity campaigns focus on individual food choices, not food marketing practices (Nestle, 2000).
2. How would you use the information on which Americans trust for marketing purposes?
These data provided by the s...
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...rce Lays Responsibility on Food Industry For A Major Transformation in Diet. Retrieved on March 21, 2005 from: http://thesoydailyclub.com/Research/obesity08292003.asp
Knowledge@Wharton (February 23, 2005). Marketing & Obesity. Retrieved on March 21, 2005 from: http://www.the-river.net/2005/02/marketing_obesi.html
Leatherhad Food International (June 2004). Emerging Concepts in the Global Food & Drink Industry. Retrieved on March 21, 2005 from: http://www.lfra.co.uk/lfi/pdf/press820.pdf
Commercial Free Childhood (March 15, 2005). Food Advertising Pushed Into Harsh Spotlight. Retrieved on March 21, 2005 from: http://www.commercialexploitation.org/news/articles/carustiffensguidelines.htm
Nestle, M. (June 22, 2000). Fight on Obesity Faces Hefty Commercial Problems. Retrieved on March 21, 2005 from: http://www.commercialalert.org/obesitynestle.htm
Neitlich, A. (November 21, 2003). A Revolutionary Marketing Strategy...Trust Me. Retrieved on March 21, 2005 from: http://www.sitepoint.com/article/marketing-strategy-trust
Joyce, M. & Stewart, J (August 1999). What can we learn from time-use data? Retrieved on March 22, 2005 from: http://www.bls.gov/opub/mlr/1999/08/art1full.pdf
Journalist, David H. Freedman, and author of How Junk Food Can End Obesity, dedicates an article to address the situation regarding the wholesome food movement. In his writings, he points out that although this new phenomenon brags about healthier foods being made available, there are some faulty aspects within the cause. Many loyal fast-food customers are put off by the anouncement of healthier menu items, while health fanatics are raving about restaurants catering to their needs. There are two types of consumers in the world of food; both of which are blind to the opposing sides’ work ethics.
In her book Marion Nestle examines many aspects of the food industry that call for regulation and closer examination. Nestle was a member of the Food Advisory Committee to the Food and Drug Administration (FDA) in the 1990’s and therefore helps deem herself as a credible source of information to the audience. (Nestle 2003). Yet, with her wealth of knowledge and experience she narrates from a very candid and logical perspective, but her delivery of this knowled...
Throughout the past years and more here recently obesity has become a fast growing problem in the United States and around the world. Since this has become such a problem certain authors are starting to take a stand in how they think the solution should be fixed. The solutions are discussed in the following articles: How Junk Food Can End Obesity by David H. Freedman and What You Eat Is Your Business by Radley Balko. Both articles have clear and distinct arguments, but the argument by Balko entices his readers and has a clear purpose and tone that allowed his article to be more effective.
Obesity in the United States, which the media has labeled a national crisis, has also been connected to poverty rates. Big fast food industry’s target poor communities, and spend millions of dollars each year to create advertising that appeals to these specific areas. These industry’s also target naïve children when advertising because they know that eating habits developed in childhood are usually carried into adulthood. Children who are exposed to television advertisements for unhealthy food and who are not educated well enough on good nutrition will grow up and feed their families the same unhealthy foods they ate as kids. A big way fast food giants are able to make certain young people have access to unhealthy food is by strategically placing franchises in close proximity to schools. They will often place three times as many outlets within walking distance of schools than in areas where there are no schools nearby. The way fast food advertising is targeted towards children is very alarming considering how important good nutrition is for young people and how a child’s eating habits can affect their growth and
Americans are constantly facing obstacles to healthy eating. Obesity is something that is growing rapidly in the United States. Some Americans argue that fast-food restaurants play a major role in obesity. In “Preventing Obesity” Barbara Mantel states, “Four of the companies — Cadbury, Coca-Cola, Hershey and Mars — pledge not to advertise any food and beverage products on programming for children younger than 12, and the remaining firms pledge that 100 percent of their children's advertising would be for self-designated ‘better-for-you’ products ” (805-806). Whenever children see a junk-food or candy commercial they are instantly attracted to it, it might be because of how colorful they are or the usual toy they receive when they buy kids
...ance, there needs to be organizations that limit food advertising; just as was done with cigarettes. Even though it is evident that fast-food companies are winning the marketing battle, their success depends solely on their returning customers. Should people stop eating the tempting fast food, and start making time in their day for exercise, not only would fast food companies suffer greatly, but we might have a chance to veer away from our heavy fates. Most importantly, media productions that educate people on the truths of the fast food industry should continue to focus on the risks and consequences of obesity, particularly on groups most susceptible to targeting from fast-food companies? marketing campaigns: minorities and children. With increased education and a pro-active stance on regular exercise, people can start to reverse the trend of obesity in America.
The food industry continues to be a major contributor to health problems in the United States and around the world. Currently, 13% of the world’s 671 million obese individuals live in the United States. (Kaplan) Some believe that it is the government’s responsibility to go to educate the people and then to further encourage them to make wise decisions on what they choose to eat. Others argue that it is the consumer’s personal responsibility to educate themselves and make a conscious decision about their food. After all, we have the freedom to do so. No one forces people to buy and eat the things that they do. But it would be naive and even outrageous to say that there are no extraneous factors counteracting a person’s will to make healthy
Goldstein, Hesh. Why There is an Obesity Epidemic. 16 Nov. 2009. 12 Nov. 2011 .
(2012). Fast Food Advertising is linked to Rising Childhood and Teen Obesity. Opposing Viewpoints in Context. Retrieved: April 24, 2014 from http://ic.galegroup.com.ezproxy1.lib.asu.edu/ic/ovic/ViewpointsDetailsPage/ViewpointsDetailsWindow?failOverType=&query=&prodId=OVIC&windowstate=normal&contentModules=&mode=view&displayGroupName=Viewpoints&limiter=&u=asuniv&currPage=&disableHighlighting=true&displayGroups=&sortBy=&source=&search_within_results=&p=OVIC&action=e&catId=&activityType=&scanId=&documentId=GALE%...
There is no doubt that obesity has taken its seat as one of the top disease that strikes the world today. In America, obesity has now spread through the country leaving 2 out of 3 adults either overweight or obese, and worldwide 1.5 billion are overweight or obese (Overweight). The cause of this disease stems from multiple reasons such as the increase in modern food production, putting out ample amounts of food causing the prices for meat, groceries, and especially junk food to plummet. Subsequently, Americans especially were more inclined to purchase more food and showed an increase in the average American house hold food intake by 1,000 more calories a day (Dreifus).
According to “Burger Battles” from the Weekly Reader, obesity is defined as a person whose weight is 20 percent higher than recommended for their height (Burger Battles 1). When this condition begins to affect children lives, it is then known as childhood obesity. Within the United States of America, around 15 percent of children are considered to be obese (Holguin 3). Increasing tremendously, this outbreak has actually tripled in the amount of obese teen and doubled in children up to the age of thirteen (Burger Battles 2). One of the factors that is usually overlooked in the cause for obesity is the role of television. Not only does it reduce the amount of physical activity, the advertisements and commercials are targeting innocent viewers. In a survey completed by Gary Ruskin of Commercial Alert, the average child watches nearly 19 hours and 40 minutes of television a week (Ruskin 2). With that amount of time spent watching television, advertisements for fast food will be entering the children’s minds.
Take a second to understand why fast food firms choose to sell products that are unhealthy. Their unhealthy products are in a high demand in the food market; in fact, they are simply giving us what we demand for. Most firms have started putting food labels on their menus so there is no room for excuse when making the right food choices. Nobody is forcing us to eat a whole box of Krispy crème donuts or a super-size meal at McDonalds. I believe that we are always looking for shortcuts in life and now we can anticipate there is a shortcut in what we put into our bodies. So we are consistently after things that are cheap, fast and affordable. Who better to attend to our needs than the fast food industry?
“What are we going to eat?” is a big question that we ask ourselves three time a day. We are eating the same kinds of foods over and over again. Most of our foods come from the supermarket, but many of us do not know where the foods origins. Most people don't realize the nutrition facts behind the fact. They are just simply filling up the stomach. As Michael Pollan, the author of Omnivore’s Dilemma, states: “Industry food system is most important reasons that make people unhealthy and obesity. Yet, eating organic food are considering healthier than industry food.” I believed although industry foods have less nutrition, and bad effects on human, individual responsibilities serve as the most important factor of the obesity in United States.
Harris, Jennifer L., Jennifer L. Pomeranz, Tim Lobstein, and Kelly D. Brownell. "A Crisis in the Marketplace: How Food Marketing Contributes to Childhood Obesity and What Can Be Done." Columbia.edu. N.p., 31 Oct. 2008. Web. 22 Apr. 2014.
It is said that fast food advertising is linked to rising childhood and teen obesity. The childhood obesity epidemic is a serious public health problem that increases morbidity, morality, and has substantial long-term economic and social costs (opposing viewpoints). Approximately 20% of our youth are now overweight with obesity rates in preschool age children increasing at alarming speed (opposing viewpoints). U.S. Surgeon General Richard Carmona said, “obesity is the fastest-growing cause of illness and death in the United States.” When I read this I was shocked. This is something that can change, but its up to ourselves to make that commitment. No one else has the power to do so but us. Did you know that treating obesity-related problems cost Americans $117 billion annually, that’s $420 per person (CQ Researcher).