Question: 1. Is ambushing unethical or just smart, hard-nosed marketing?
2. In 1999, the year after Mark McGwire had slugged a record-smashing 70 home runs-a record broken three years later by Barry Bonds-the coffee chain Starbucks contributed $5,000 to child-literacy causes for each home run McGwire hit. Explain why this is or is not, in your opinion, a good CRM program from Starbucks' perspective.