1.Write out an aggregate profile for each address. If you were a direct marketer, what kind of products and services would you market to each? What kind of offers would you create?

2. ETHICS EXERCISE By combining several of its databases of parental purchasing behavior and the results of its market research, Maxwell, Inc., believes it has the tools to launch one-to-one marketing messages for the six- to nine-year-old fans of its JoyMax educational toy products without violating the law. In spite of potential parental backlash, Maxwell believes the approach will help it customize new children's products and increase the company's share of these profitable young customers.

Questions

1. What do you think? Should Maxwell use one-to-one marketing tools to communicate with children?

2. Does the AMA Statement of Ethics address marketing to children? Go to www.marketingpower.com and review the statement. Then, write a brief paragraph on how the AMA Statement of Ethics relates to Maxwell's dilemma.