Issues in Marketing
February 16, 2013
Ethical Implications of Target Marketing
Marketing to a target market of consumers is one of the most important and crucial
elements in marketing.
Those that market products or services have always tried by many ways to recognize
who their potential buyers are. Companies make many efforts by spending money
to come up with ways to get the consumer to alter their purchasing decisions. I feel that
there is nothing wrong with trying to get a potential purchaser of an item or service is
necessary to the success of a company or business. Unfortunately marketers are
identifying who their target audience is. Marketers are now shooting straight for the age
group, race, marital status and even religion. Is this ethical to do? Or is it wide open for
the business to try to market to its buyers in this manner?
Is it ethical to market to target a certain group even though they may not have all of
the information on the products or services just because of who the company or business
thinks will buy their products or services? Has age been looked at to see if there is an
understanding? No. Is the company looking at the payback ability of those that are on
fixed income? What if the target group is not able to accommodate all the target groups
equally? Should companies target products to one racial group and not the other?
I believe that the risk assessment to this target marketing in this manner is very low. I feel
that because we as adults who buy for ourselves also have the ability to comprehend what
the product or service is going to benefit us and can decide for ourselves. When the
business or company only markets to only blacks, only whites, only Latino unethical? Of
course it is. Just like any and every other form of marketing, a need is exploited; and so is
almost every other kind of...