Assignment task:
In the iBOok, as well as the professor's lectures, it is often mentioned that marketing is a game of perception, NOT deception.
Perception is more about how we sense, see, and interpret something. Deception on the other hand, involves deceit, which is misinterpreting the truth.
Although companies have illegally withheld or misinterpreted the truth from their customers, such practices are both illegal and counterproductive, since eventually market forces will catch up on the deception, and 'punish' the deceiving Co./brand (through boycotts, recalls, refuse to buy/sell, removal from shelves, etc.).
Assignment Instructions
1. For this assignment, choose a company or brand that has been really effective at creating the perception that it is premium, trustworthy, the best, the most reliable, the safest, the longest-lasting, the most comfortable, the tastiest....
2. How have they successfully achieved such status? Discuss and explain.
3. ....and another company that was caught lying to the public about its product's faults, dangers, toxicity, health hazards, malfunctions, country of origin...
4. How were they caught? What were the consequences? Discuss and explain.