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Target marketing and its Implications

What are the ethical implications of target marketing in terms of reaching specific groups of consumers?

Choose two groups of consumers and describe how marketers attempt to sell them specific products....

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Target marketing aims to specify groups of consumers to influence their buying decisions (Stephenson, 2011).

Rittenburg, et. al (1997) in their study of ethical implications of target market selection found out that marketers have been criticized in recent years for their selection of target markets, particularly for targeting disadvantaged or vulnerable segments of a society as markets for potentially harmful products. Despite the public outcry there has been little systematic investigation of this phenomenon.

Believe it or not, most Americans are victims of target marketing forcing them to buy things they do not need. A study of the U.S. Commerce Department suggests that U.S. consumers spent an annualized $1.2 trillion on non-essential stuff including pleasure boats, jewelry, booze, gambling and candy. That's 11.2% of total consumer spending, up from 9.3% a decade earlier and only 4% in 1959, adjusted for inflation. Spending on non-essential stuff was up an inflation-adjusted 3.3% from a year earlier, compared to 2.4% for essential stuff such as food, housing and medicine.

Stephenson (2011) critics target marketing in ...

Solution Summary

This solution looks at the ethical implications of target marketing to children and the elderly. It looks into the ethics of advertising.

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