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Gary Caplan has developed a new "energy drink" designed to burn calories while sleeping, which he intends to market to grossly overweight consumers. According the Centers for Disease Control and Prevention, 20 percent of Americans are obese. Gary's mother, a doctor, argues that it's unethical to target the obese-that they are as vulnerable a target market as much as the elderly and children.
Questions
1. Is Gary targeting a "vulnerable" market?
2. Does the AMA Statement of Ethics address this issue? Go to www. marketingpower.com and review the statement. Then write a brief paragraph on what it contains that relates to Gary Caplan's marketing decision.
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