Old Spice Essay Example for Free

Old Spice Essay Old Spice is one of the most popular companies in America that specializes in male grooming products. It was founded by William Lightfoot Schultz in 1934 and began by creating products for women in 1937, closely followed by male cologne in 1938. The company originated in the colonial times and chose the theme accordingly, thus the Colonial Sailing ship became the Old Spice trademark. It wasn’t until the 1990’s when Old Spice changed their colonial sailing ship to the more modern sailing ships and released many forms of deodorant, body wash and body sprays. During this time period Old Spice began advertising their products focusing on how men are continuously attempting to attract women. From 1990 to 2010 Old spice’s advertisements have gradually evolved in the way they entice men that their products will help men become more attractive to women. Through commercials Old Spice has convinced men that their products will aid in satisfying man’s greatest need, a woman. In 1996 Old Spice released a commercial of a man walking off a sailboat his back facing sun hiding his identity leaving the audience in suspense wondering who it was. At the same time they show a beautiful woman stumbling upon herself in a crowd in confusion looking for someone. Soon later she stops to catch her breathe and finds a man, a tall, well built man with a captains hat who is looking at a painting of a sail boat tossing and turning in the sea. Another man sees this confused woman and approaches her but unfortunately she walks away to the sailor. At this moment a deep dominating voice says, â€Å" Some men would rather live their lives sheltered in the harbor, and some would rather sail into life with the unmistakable scent of Old Spice.† As the couple walks away the other man walks to the painting and finds a bottle of Old Spice cologne and smiles. This commercial shows that the woman chose the sailor because he was wearing Old Spice cologne and shows men that there is still hope to find a woman. Old Spice also has a line of Body Spray, Deodorant, and Fragrance. On one of the body spray commercials two teenage boys were trying to ask the same girl out, one boy tried to read a poem and give her flowers while the other boy sprayed on Old Spice body spray and just sat next to her. He immediately won her heart. This advertisement implies that women are simply attracted to good smelling boys. About 12 years later Old Spice commercials emphasized on a different topic, they changed the idea of focusing on men getting women to how Old Spice makes you manlier. The commercial starts off with a skinny short young male dressed as Steve Urkel walking up to a sexy woman in a revealing dress. The woman says hi and instead of replying back the young man runs away in embarrassment making a weird high pitch noise. The camera then zooms out showing the popular LL Cool J, a massive muscular man. He admits that the embarrassing boy is him but says that was all before he started using Old Spice body spray and body wash. Emphasizing that the product made him manlier. Recently in 2010 Old Spice released a new commercial during the super bowl incorporating how Old Spice makes you manlier and can help get women. In this commercial; however, the character is not convincing the men but convincing the women. A tall, well built, dark man in a towel holding a bottle of Old Spice body wash. He addresses the women and asks questions which compare himself to there man and asks the women if their man should use Old Spice body wash. He then follows that question with other question such as; do you want a man who can bake your favorite cake in the kitchen he built with his hands? Then jumps into a hot tub doing a swan dive. The hot tub then falls down and we see him on a motorcycle holding a bottle of Old Spice body wash asking, â€Å" Well ladies should your man smell like an Old Spice man? You tell me†. In this commercial Old Spice shows that with their product a man could make a cake, built a kitchen with his hands, be able to jump into a hot tub which is shallow, and land on a motorcycle. This shows that Old Spice makes men manlier and women are attracted to manly men. This advertisement has evolved from the older commercials in the way that it no longer convinces men as well as women and yet keeps its main idea that Old Spice makes men manlier and attractive for women. Over time Old Spice has observed reality and adapted its commercials accordingly. They started off by trying to convince men that their products will help them attract women. Then went on to persuade men that it will make them manlier, with more confidence. In the present day Old Spice realized that women tend to buy their partners products so they aimed towards women inducing them with handsome attractive shirtless men persuading them to buy Old Spice products. From the first advertisement to the most recent one Old Spice has kept the same mentality in all of their advertisements.

Relationship Between Ethics And The Law In Business Philosophy Essay

Relationship Between Ethics And The Law In Business Philosophy Essay Whatever the power and influence of the lawyers prior to the clients arrival at court, it becomes overwhelming once the parties are on court premises. The powerlessness of clients in the hands of their professional retainers becomes acute. The lawyers control the proceedings because it is they who possess the requisite specialist knowledge. Clients, as employers, have to accept responsibility for the actions of their employees, but their instructions are based on their employees own advice. They are caught in the lawyers web of power. This web is constructed from the triadic interaction of knowledge, culture and discourse. The detailed knowledge of the law, which of course is what people engage lawyers for, is also what sets lawyers apart from other people in the legal setting; and it is the legal setting which allows the lawyer to create an aura of superiority vis-Ã  -vis the legal lay person. It is not just that lawyers possess a certain know-how, but that they are also privy to the values, concepts and understandings which inform that bank of knowledge (DuPlessis, et al. 2011). The statutes of law do not operate in a vacuum or in a neutral environment, but are the products of, and in their turn help to reproduce, a specific legal context. People who are not versed in this legal context and are therefore not privy to the legal culture encapsulated within it, are doubly disadvantaged in the legal setting. They are alienated from the basic facts of law and from the world-view which provides the background to those legal facts. Thus clients, even when they have been told the legal position in regard to their own case, may find it extremely difficult to see the logic or justice which their lawyers assure them is there. Equally, lawyers may feel frustrated at the apparent inability or unwillingness of their clients to accept what they regard as the even-handedness of the law. Different types of organization present different problems and possibilities for equality activists. In business companies they are up against the often inflexible aims of profit, productivi ty, and capital accumulation. In the public sector the balance of service versus cost efficiency can (within governmental constraints) be modified by goals imposed by parties with political control. A trade union is different again. It is a membership organization, usually with a constitution reflecting democratic principles and a perceived obligation to represent its members-in internal transaction of its affairs, in external campaigns and in collective bargaining with the employer. A union is also an employer, of paid organizers and administrators, office workers and other employees. When a trade union takes on sex equality it can and must rethink activity in all these spheres. How should we consider the burden of further speech if we recognize that the legal rule might come as a surprise? As an empirical proposition, one might hazard the guess that building contractors and owners are more likely to be equal in their knowledge of the law than are sellers and buyers of goods. In each case, the suppliers are likely to have some knowledge of the law governing their transactions because that is their business. On the other side of the deal, buildings are usually expensive, and thus justify a substantial investment in the costs of the transaction; moreover, owners are customarily aided, in dealing with contractors, by architects, whose business this also is, and whose trade association supports them with legal information and form documents. By contrast, buyers of goods are often consumers making purchases small in comparison to buildings, and unaided by professionals. In allocating the burden of a rule which is defeasible by contract, there is much to be said f or placing the burden of the rule on the party more likely to find out about it, and therefore more likely to make it a matter of express contractknown to both sidesif the rule is ill-suited to the particular case. While there may be no class of parties systematically more knowledgeable in construction cases, in sale-of-goods cases, sellers may well be. Perfect tender is, as already discussed, the seller-burdening doctrine. Important to an understanding of lawyers and their corporate clients is knowing what attorneys did for corporations. An attorneys representation of a corporate client or employment as house counsel set out a relationship, but function portrays the lawyers role in a clearer brush stroke. Lawyers created new business structures and developed new patterns of commerce. The advice of counsel went far beyond litigation to the essence of business by the close of the century. In the corporate world, lawyers performed many functions. Attorneys were creators of relationships, drafting corporate articles, contracts, and various other legal devices of business. They were facilitators of enterprise, buying and selling land as agents, negotiating contracts, and mediating differences of perspective. Some lawyers, like Jackson A. Graves, were bankers lawyers who became bankers. They smoothed the financial transactions that greased the wheels of industry. The law was in books but lawyers on the stree t put the dynamics of law into action. An important benefit to clients was that lawyers were problem solvers. They sorted out the clutter of enterprise when needed. John D. Bicknell put it well in a letter to E. L. Mayberry of Hemet in 1896: The affairs of the Bear Valley Company are in such an interminable complication and confusion that no attorney can safely undertake to advise without a thorough examination of the whole history of the transactions of this corporation. Solving problems sometimes involved an attorneys immersion in the business of a corporation to bring business and legal sense to the clients transactions. When an attorney had an ongoing relationship with a company, knowledge of the business made providing legal and business advice easier. Lawyers also sorted out understandings, intent, and meaning in transactions for corporations. Henry W. OMelvenys journal entry for Saturday, February 4, 1899, recorded one such session among lawyers. Knowledge of the law is an es sential business asset. Informed owners and managers can protect their businesses by ensuring compliance with legal requirements. They can capitalize on the planning function of law to ensure the future of their business by entering into contracts (DuPlessis, et al. 2011). What is the relationship between ethics and the law in business? What is ethics? How does it compare to economics, the social science wherein commerce is studied? What scope does ethics have and what are its various subdivisions? What are some prominent systems and theories of ethics? What should ethics be understood to involve for ordinary citizens not specializing in moral philosophy; i.e., what is the common sense of ethics? What problems may face us in the relationship between ethics and law, and between ethics and public policy? According to DuPlessis, et al. business ethics are moral principles and values that seek to determine right and wrong in the business world (2011). A final point should be noted about ethics in general. However much one carefully reads articles or listens to lectures about ethics, morality, standards of right conduct, ultimately the matter is in the individuals own hand, unless he or she is a prisoner or slave or is severely incapacitated. The crucial feature of ethics is, after all, personal responsibility to do well at living a human life. That is not something that can be implanted or programmed into people, but must be a matter of the individuals own choice and will. Whether a person is indeed making the choice to act rightly and what this means is just what ethics and its various branches, including business ethics, ultimately attempt to clarify. Ethics deals with the question of how persons should conduct themselves. Managerial ethics, then, is concerned with the question of how a manager (or an entrepreneur as manager) should conduct him or herself so that the organizational goals and objectives are achieved in a manner consistent with the principles of conduct that ethics dictates. There are two areas to which ethical principles can be applied to managerial conduct: first, to the objectives or goals chosen for the organization, and second, to the strategies, tactics, and policies employed for the attainment of these objectives or goals. Therefore, managerial ethics can be divided into two parts; management goals, and management strategies, tactics, and policies. Business Goals Within a free market society, it is generally thought that the primary goal of a business organization is the attainment of profit. Though businesses often consider other objectives (service to customers, employee needs and wellbeing, assistance to the needy) it cannot be denied that the attainment of profit is the overall and guiding objective of the business organization (DuPlessis, et al. 2011). Thus, the first question that managerial ethics should consider is whether or not it is ethically proper to make the attainment of profit the objective of a business firm. This is a most important question today, for it is sometimes said that the pursuit of profit ought not be the primary and dominant goal of a business firm but rather must be balanced by concern for customers, employees, or society. In order to see what the standards for proper managerial conduct might be, we need to understand what is meant by free market society. Management Goals Within a free market society, it is generally thought that the primary goal of a business organization is the attainment of profit. Though businesses often consider other objectives (service to customers, employee needs and wellbeing, assistance to the needy) it cannot be denied that the attainment of profit is the overall and guiding objective of the business organization. Thus, the first question that managerial ethics should consider is whether or not it is ethically proper to make the attainment of profit the objective of a business firm. This is a most important question today, for it is sometimes said that the pursuit of profit ought not be the primary and dominant goal of a business firm but rather must be balanced by concern for customers, employees, or society. In order to see what the standards for proper managerial conduct might be, we need to understand what is meant by free market society and profit, and what ethics has to say about such a society and goal (DuPlessis, et al. 2011). The Free Market Society and Profit The terms free market society are not solely descriptive. They signify a set of economic and social arrangements that presupposes a certain ethical perspective. For example, Murder Incorporated would not be regarded as a business firm in such a society but would instead be viewed as criminal that ought not and must not be allowed to operate. Similarly, the term profit does not mean merely a return on an economic exchange that is over costs; it also involves a certain type of exchange; namely, a free or voluntary exchange. In order to understand the ethical perspective from which the terms free market society and profit derive their particular meaning, we should consider the notion of individual rights. Business ethics-while sometimes but not always coextensive with legal requirements are also increasingly important to running a successful business (DuPlessis, et al. 2011). A free market society is a society based on the recognition of individual rights. Individual rights are the means of subordinating society to moral law. They determine what matters of morality; what ought to be, are to be matters of law; what must be. The view of rights that a free market society is based on is one that holds that every person has the right to life and its corollaries: liberty and property. These rights are rights to actions -that is, the right to take all the actions necessary for the support and furtherance of ones life, and the right to the action of producing or earning something and keeping, using, and disposing of it according to ones goals. To have a right in this sense morally obligates others to abstain from physical compulsion, coercion, or interference. Such actions may only be taken in self-defense and only against those who initiate physical compulsion, coercion, or interference. The right to life also morally sanctions the and profit, and what ethics h as to say about such a society and goal. freedom to act by means of ones voluntary, uncoerced choice for ones own goals. Thus, the activities of producing and exchanging goods and services in a free market society are both protected and governed by this conception of individual rights. Ethics, the Free Market Society, and the Pursuit of Profit Within the legal framework of a free market society, is the managerial decision to make the attainment of profit the overall and guiding objective of the business firm ethically justifiable? Are the principles in terms of which the legal framework of a free market society developed (that is, the foregoing account of individual rights) ethically justifiable? The answers to these questions cannot be discovered by managerial or business ethics alone. These questions require the more fundamental disciplines of ethics and political philosophy. The standard for proper managerial conduct cannot be derived independently of those ethical principles that determine how human beings ought to live their lives and those political principles that determine the ethical principles by which human beings must live their lives, that is, be a matter of law. The standard for proper managerial conduct must be in accord with what the principles of ethics and political philosophy advise; it cannot contradict the overall frame of reference that the more basic disciplines of ethics and political philosophy provide.

Essay --

Describe the role and functions of the PCI security standards council â€Å"The PCI Security Standards Council is an organization created by the major credit card companies in an effort to better protect credit card holder data.† (Rouse, 2012) The council was formed in response to the increase in data security breaches that not only affected customers but also credit card companies cost. With PCI Security Standards Council being a open global forum, The five founding credit card companies – American Express, Discover Financial Services, JCB International, MasterCard Worldwide and Visa Inc. – are responsible for carrying out the organization’s work. Functions of the council include coming up with a framework of specifications, measurements, and support resources to help organizations ensure the safe handling of cardholder information at every step. This is done by managing the Payment Card Industry Security Standard (PCI DSS) and the Payment Application Data Security Standard. Identify/describe key requirements for data security standards The key requirements for the Data Security ...

Cronenberg’s Videodrome and the Post-Modern Condition :: Cronenberg Videodrome Essays

Cronenberg’s Videodrome and the Post-Modern Condition      Ã‚  Ã‚   In past years, when an artist or philosopher critiqued the reality of the world, it was always presumed that there was a reality to be criticized. However, post-modernity has presented those people with a horrifying new challenge -- a world that has literally been so overcome by its technology that the important issues of man's existence no longer consist of finding answers to questions like "Why are we born to suffer and die?" but merely trying to distinguish between the real and the unreal, which to post-modern man is not esoteric philosophical speculation, but a practical day to day issue. The post-modern trajectory is one that leaves humans fighting not to maintain political supremacy or to break the shackles of injustice, but simply to maintain their identities as real beings in the face of technology's blurring of the lines between man and mechanics, humanity and machinery, reality and image. This struggle seems to be a losing battle for mankind, as each day the in ventions that were meant to bring us pleasure and increase our leisure time, instead dehumanize us by taking a piece of our selfhood for their own with every passing moment. The post-modern social theorist Jean Baudrillard posits that the world of today is a never-ending "virtual apocalypse" of reality yielding to the hyperreal--reality defined not as what, in fact is. but rather that which can be simulated, reproduced, or Xeroxed. Desperate times call for desperate measures, and never has this been more true than in the world of the post-modern, where the only viable strategy left is to take technology's weapons and turn them to our advantage, in one final attempt to preserve our humanity by somehow finding meaning in the hallucinatory, cybernetic, hyperreal spectacle that is the post-modern condition. Of all the possible means of gaining the insight into our nature and the nature of the world that is necessary to survive technology's siege on reality, few media are as powerful as cinema (after all, film provides a uniquely accessible and intense vehicle for ideas), and few film-makers are as adept at dissecting the concept of post-modernity as the Canadian author David Cronenberg. In an age where every passing moment constitutes a further obscuring of the boundary between reality and image, this prophetic director clarifies, cuts through, and captures the very essence of post-modernity, through masterfully done pieces of cinematography that bring technology, obsession, and carnality together and pit them against each other in the horrific battlefield of the mind, each fighting for control of the human psyche.

Media and Fear of Crime Essay -- Media TV Crime Television Essays

The mass media is a vehicle for delivering information and to entertain. But implications that the media do more harm than good concerning its practices and its effects on the public. The two main categories of mass media are print media and electronic media. Although they overlap in some areas, they differ mostly in the subject matter they cover and in their delivery methods. Research had been conducted in using both these forms to gauge the impact that each one has on the public. Print media tends to be more factual based whereas electronic media tend to focus more on visual aids to help relay the information. The public’s fear of crime has an impact on the public agenda of policy makers. Fear of crime not only affects individual but may also have an impact on the laws that affect crime control and prevention. One might turn on any evening news broadcast these days and be bombarded with images of war, violence and stories of unsuspecting citizens victimized in their own communities. Is crime on the increase or is it just media hype? There are countless television shows with plots dedicated to the depiction of criminal activities fouled by law enforcement agencies with the helping hand of the law. Newspaper headlines scream out daily in bold print and action photos of the latest tragedies. Should the public be fearful of what the television conveys to us, be cautious of whatever new crime wave is presented on the media? These questions may lead one to wonder if the depiction of crime in the mass media affects the public’s perception of safety and danger in society. Mass media refers to media that are easily, inexpensively, and simultaneously accessible to large segments of a population (Surette, 10). Although the mass media are only one of the sources from which citizens attain knowledge of crime and justice, it is by far the most influential. According to one study, the mass media are credited with providing 95 percent of the information the public receives about crime (Surette, 10). With these statistics, it seems that the fear of crime is indeed constructed through the media. In March 1994, the Times Mirror Center for the people and the Press conducted a poll that measured the public’s fear of crime. Fifty percent of the respondents said they feared that they would be the victims of crime, up from 36 percent in 1988 (Krajicek, 23). There are t... ...it is the advent of television media that have sparked debate over the integrity of reliable news making. Print media was factual, although sometimes sensational, while electronic media made use of the technologies, such as videotapes and live footage to enhance and exaggerate the drama of the event even further. Many research studies have been conducted to show the effects of the media coverage on crime and how it influences the publics of fear of crime. Mass media has perpetuated a notion that crime is on the increase by portraying events and tragedies in the headlines that are sensational. The public buys into that idea, despite statistical accounts that reflect stable or low crime rates. The more stories people read and watch about crime, the more likely they are to think that crime is out of control. Politicians may then enact legal reforms to sooth the public’s outcry for crime control and prevention. As easy as it may be to hold the media accountable for barraging u s with images and ideas that affect our views and beliefs, it important that the public take responsibility for the information that we consume. After all, there is always the â€Å"off† button on the remote control.

The Just or Unjust

In reading Dante’s Inferno, there were many just punishments that correlated with there punishments. There are three that stand out as just and equal to the sins that were committed. The fortune tellers, hypocrites and thieves are some examples of suitable punishments. The fortune tellers predicted the future and for a just punishment they have their heads on backwards, because they looked into the future and now they can only see what is behind them. The hypocrites posed as things that they weren’t, so now in hell, they are in lead cloaks and can’t pose as something they are not. Lastly, the thieves stole from people, now in hell their hands are bound by reptiles and they are in a pitch full of other reptiles. Dante give the fortune tellers, hypocrites, and thieves a suitable and just punishment for their sin. First, Bolgia 4 is about the Fortune Tellers/Diviners. Their sin was to see into the future. The punishment for the fortune tellers was their heads were turned backwards. They now can’t see ahead of them, which is a difficult thing to do. In this case, it is not really torture because it isn’t painful and it correlates with their sin. God would maybe encourage this as a punishment for those who try to look into the future. In the canto, Dante sees these people with their heads on backwards and the sight of them could possibly lead you to the conclusion of them being fortune tellers or diviners. Dante could have been cruel and made some kind of painful punishment that caused them agony, but he gave them one of which brings them no pain. It just makes their eternal life a struggle of not being able to see where they are heading. Next, the hypocrites are punished accordingly to their sin. They acted as if they supported a topic, then turn around and say they don’t support that same topic. This could have applied to people, politics, life lessons etc. Dante gives them the punishment of being in cloaks made of lead and walking in circles. This punishment is an acceptable consequence for being a hypocrite. The cloaks hide them from everyone and they can’t mislead people. This seems to be a possible God encouraged punishment for these people. It would be a little hard to tell what sin the people committed in this canto, but if it were pondered, one could come to understand why Dante chose this punishment for these people. The thieves also have a just punishment for their sin. They are stuck in a pit full of reptiles while they’re hands are bound behind their backs with snakes. During their entire life they used their hands to steal and commit crimes. Now that they are in hell, they have their hands tied behind their backs so they can’t be used. With their hands immobile, they can’t steal from anyone ever again. God would encourage this because back in the medieval times they had the saying of â€Å"an eye for an eye†. They stole with their hands and now their hands are basically stolen from them. Dante give the fortune tellers, hypocrites, and thieves a suitable and just punishment for their sin. In conclusion, Dante picked acceptable punishments for the sins committed by these people. God might find these consequences suitable in that they go along with the sins. Dante didn't place these people here just because he thought they should or out of hate, he put them there with a just punishment.

Company Case Prius: Leading a Wave of Hybrids Essay

1. What micro-environmental factors affected both the first generation and second generation models of Toyota Prius? How well has to Toyota dealt with these factors? In order for the reader to have an understanding of this question is important to begin by defining Micro-environment. This term is a factor of the Marketing Environment and it consists of the issues that, in one way or another, affect the company’s ability to serve its clientele in a close and direct way. This includes factors such as customers, suppliers, competitors, shareholders, employees and media (among others). Having this in mind, it could be safe to state that the micro-environmental factors affecting the first and second generation of the Toyota Prius are the customers and the competitors. Consumers, getting affected by the gas prices, were looking for an answer to their prayers. Toyota gave them the answer, a vehicle that would allow people to save on gas as well as provide good and efficient service. Once the first generation Prius was released, although not too pretty or fancy, it served to its purposed and customers were buying it. The other factor, competitors, is pretty obvious. Everybody wants a piece of the pie. Auto makers such as Honda started developing and/or implementing the hybrid system on some of their vehicles. Toyota’s answer was to keep developing what already has been a success, the Prius. A second generation was developed and released. This time the new generation was even more fuel efficient. It also included more technical advances, more room and several other factors that would make all types of clientele to be interested. 2. Outline the major macro-environmental factors – demographic, economic, natural, political and cultural – that have affected the Prius sales. How well Toyota dealt with each of these factors? Macro-environmental factors deal the larger societal forces that affect the microenvironment. Some of the factors are demographic, economic, natural, technological, political and cultural forces. With that said, I believe the macro-environmental factor that affected the Prius sales (in a positive way) is the Natural forces. Now, it would not be fair if I do not mention the technology force as well as the economic one. So there is a vehicle that saves on gas, which means that also helps with the pollution. Technological advances are probably the base of the Prius and this gets even better with the second generation. The first generation was fairly basics while the second generation was release with more gadgets and extras. The prices of the gas keep raising non-stop. That fact definitely affected the sales of the Prius, especially in a society dominated by Sport Utility Vehicles (SUVs) Macro-environmental factors Demographics Demographics are the study of human societies in terms of size, location, gender or race among other statistics. Based on these factors organizations develop marketing plans to target possible customers. Economics Basically, economics is the study of how society chooses to use its resources. I believe this factors contributes to the government and other entities to offer incentives towards buying vehicles such as the Prius. Natural This macro-environmental factor involves the use of natural resources to increase the interest of the customers. To be â€Å"green† is what is selling these days. Societies have a great interest and feel very positive about saving the planet. Toyota’s marketing team has utilized such factor in a very positive way to cause sensation about the vehicle. Technological Well, after all, what would society be these days without all the technological advances? New technologies are hitting society constantly. Technology offers the opportunity for enhancement of current products as well as new ones. Toyota, using technology, made customers aware of upcoming vehicle. Utilizing tools such as the Internet it distributes brochures and all types of information about the Prius previous to its release. Political What would a society be without the government and its laws? This force is, with no doubt, connected to the economic one. Toyota, along and other auto makers were able to obtain tax and other incentives for people who would buy the hybrid vehicles. If other forces didn’t cause any interest, this one definitely would. So, now you can save on gas and can also save on taxes. Also, in some cases, you were allowed to drive on the HOV lines even if only one person was driving. Isn’t the government a good thing? Cultural This force along with demographics would set a base for what customers are interested in. Toyota’s strategy hit society in what could probably be the best time. Gas prices are high and people drive vehicles that are not economical. Society is in the need of change and Toyota was offering a solution. 3. Evaluate Toyota’s marketing strategy so far. What has Toyota done well? How might it improve its strategy? In my opinion, and based on the case, Toyota brought a new product with a fairly strong marketing strategy. The only problem that I find is that the vehicle’s target range is limited. The first generation of Prius was very simple and basic. It did not offer all those benefits and gadgets that come standard in many vehicles these days. On the other hand, the second generation brought a lot of changes, specifically technological advances. It also included a bit more of luxury and better style. This time Toyota, in my opinion, was carrying a more power marketing strategy pointed to more types of consumers. I think that Toyota is heading into the right direction in regards of its marketing strategies. Also, the Prius seems to be improving greatly in technological advances. Not only it running more miles per gallon but it also full of gadgets that make people interested about it. It is no myth that Toyota has leaded the automotive market with several of their vehicles. The whole Prius team including its marketing group is doing a great job when it comes to developing and advertising. 4. GM’s marketing director for new ventures, Ken Stewart, says â€Å"if you want to get a lot of hybrids on the road, you put them in vehicles that people are buying now. † This seems to summarize the U. S. auto makers’ approach to hybrids. Would you agree with Mr. Stewart? Why or why not? I believe I would agree with Mr. Stewart. It is a fact that people are buying cars because they like them or need them, and not necessarily because of gas efficiency. Now, if you add the gas efficiency factor it may motivate the consumers. In my opinion, the Prius is one of the ugliest cars that I have ever seen. Would I buy it based on the fact that will save me on gas? I wouldn’t buy it, not only it’s ugly, but also it does not serve to my purposes and tastes. Now, if we were talking about an SUV such as the GM Tahoe, I would probably be interested. Not only serves as an SUV, it also looks good and helps me save gas and to contribute with the environment. The Prius, although very economic on gas, may not be the best car for a family of six. Therefore, having other options that are based on the same concept could be very beneficial for Toyota, or any automaker out there.