29 Jun Is Target Marketing Ever Bad
Question
2) Is Target Marketing Ever Bad? (Chapter 6)
As marketers increasingly tailor marketing programs to target market segments, some
critics have denounced these efforts as exploitive. They see the preponderance of
billboards advertising cigarettes and alcohol in low-income urban areas as taking
advantage of a vulnerable market segment. Critics can be especially harsh in evaluating
marketing programs that target African Americans and other minority groups, claiming
they often employ stereotypes and inappropriate depictions. Others counter that targeting
and positioning is critical to marketing, and that these marketing programs are an attempt
to be relevant to a certain consumer group.
Take a Position: Targeting minorities is exploitive versus Targeting minorities is a sound
business practice.
Grading will be based on the quality of organization, clarity of explanations, logic of the
analysis, thoroughness of the analysis, justification for recommendations, practicality of
recommendations, quality of illustrations and exhibits, grammar, and spelling e-Book format: Kotler, P. Keller, K. Marketing Management, Course Smart eTextbook,
14th electronic edition,
ISBN-10: 0-13-210300-1, ISBN-13: 978-0-13-210300-8
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