Is Target Marketing 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.
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