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Scenario 1-1 In 1996, a Graduate from the University of Maryland, Kevin

question 93

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Scenario 1-1
In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.
-(Scenario 1-1) The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable.Marketing the shoes in this manner creates a perceived difference in the minds of customers.This is an example of _______.

Definitions:

Ethical

Ethical refers to principles that define behavior as right, good, and proper, often applied in moral philosophy or professional standards.

Ethical Relativism

The belief that morals are not absolute but vary with different societies and cultures.

Morality

Pertains to the principles concerning the distinction between right and wrong or good and bad behavior.

Relative

A person connected to another or others by blood or marriage, or a concept that is considered in relation or proportion to something else.