Marketing Questions: Targeted, Parity, Drive etc.
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1. Is Targeting Ever Bad?
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.
2. B2C and B2B Concepts
Consider some of the consumer behavior topics for business-to-consumer (B-to-C) marketing from Chapter 6. How might you apply them to business-to-business (B-to-B) settings? For example, how might noncompensatory models of choice work? Mental accounting?
3. What are Points of Parity (POPs) and Points of Difference (PODs)? Site examples.
4. Does marketing drive society or society drives marketing?
5. Why is it important to differentiate these types of buying decisions (the straight rebuy, modified rebuy, and new task)?
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Solution Summary
Response addresses different questions based on marketing concepts
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1. Targeting minorities is exploitative but there is nothing wrong in it as other forms of marketing are also exploitative. Marketing is all about identifying potential customers and influencing their buying decisions by directing their efforts. This means target audience could be identified based on number of factors like age, gender, race, marital status, and more. Earlier marketing ignored ethnic minority groups and concentrated on the vast buying power of larger demographic groups (Stephenson, 2008). However, later they saw an opportunity in this neglected market that had significant buying power. To fill this gap they developed a plan and marketed to it. This is how marketing function works. If opportunity is not tapped, companies would fail to thrive. As adults, people are responsible for their actions. They know what is right and what is wrong. What is affordable and what is unaffordable. However, there is a fine line that brings in socially responsible marketing, i.e. marketing that not just serves company's purpose but also takes care of interests of targeted audience and general public.
Reference:
Stephenson, J. (2008). Is target marketing ethical? Retrieved from http://ezinearticles.com/?Is-Target-Marketing-Ethical?&id=1333342
2. B2B markets can in some ways mirror the behavior of consumer markets. Non-compensatory choice model is one of the models for consumer decision-making. With non-compensatory model businesses need to find out the factors that influence consumers to purchase their company's products based on how approving other people might find the purchases ("Business to business systems", 2012). ...
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