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Week 2 – Assignment

Cultural Norms, Fair & Lovely, and Advertising

Review Case 2-2 (Links to an external site.)Links to an external site. (cases can be found in the ebook by going to Table of Contents > Part Six: Supplementary Material > Cases). Respond to the following questions from the case:

  1. Question #2 from the case: Is the advertising of Fair & Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how most cosmetics are promoted?
  2. Question #7 from the case: Now that a male market for fairness cream exists, is the strength of AIDWA’s argument weakened? Explain.
  3. Then, imagine you are an advisor for Unilever. Explain how you would recommend using market research before approaching the marketplace in India. (Refer to your readings in Chapter 8 for support.)

The assignment:

  • Must be one to two double-spaced pages (approximately 300-600 words) in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site..
  • Must include a separate title page with the following:
    • Title of paper
    • Student’s name
    • Course name and number
    • Instructor’s name
    • Date submitted
  • Must use APA style headings to organize paper, as outlined in the Ashford Writing Center.
  • Must use at least one scholarly source in addition to the course text.


Cateora, P. (2016). International marketing (17th ed.). Retrieved from https://www.vitalsource.com

Must be original and include plagiarism report


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