Target Marketing: An Analysis of its Advantages and Ethical Issues

Target Marketing

Find Two Or Three Articles In The Library That Encompass One Of The Following Marketing Topics

Controversy In Ads Lifestyle Campaigns Target Marketing The Global View Emotional Advertising Marketing The Economy Devise Your Own Story That Fits In One Of The Categories Listed.

According to Cui (2015), target marketing is the process, which enables the company to target the audience in an effective way possible so that the company is able to target those consumers who will actually buy the product from the company. These need to be understood by the company so that they are able to segregate the audience in an effective as well as in an efficient way possible so that they can achieve what they intend to achieve in the near future (Eshuis, Braun & Klijn, 2013). These is important as well as use by some of the company so that they can target the specific audience in the process and help them to flourish in the market.

The author Gupta and Pirsch (2014), have rightly pointed out that there are whenever the company use the target marketing process in their business model, they usually takes up the unethical way to attract the customers, which is considered to be an ethical issue and that need to be look after by the company so that they can flourish in the market and can attract the customers in the process.

The target marketing enable the company to target the specific group of people which is a benefit for the company to expand as well as lure the customers. These is the main reason the company usually implies the idea to attract the customers by targeting the soft corner of the consumers which basically generate the interest of the consumers to purchase the product from the market, which is unethical in the sense that the company is manipulating the purchasing decision of the consumers and push their product in the process. These is how target marketing is being done by the company so that they can gain the popularity in the process and can attract the customers from it.

There are certain advantages which the company usually enjoy in the process so that they can grow in the market and can attract the customers in the process. These will help them to achieve the success and to generate revenue in the process. The consumer behaviour can also be manipulated with the help of the target marketing. The purchasing decision can be manipulated by the company so that they can grow in the process and can achieve the success in the process (Gilbert, 2014). These need to be look after by the company so that they can accomplish what they intend to obtain from the market. In the e-commerce market the company manipulates the consumer decision making process by offering products in low price, which automatically helps the company to grow in the market and to attract the customers towards the brand and manipulate the decision of the consumers in the process. These enables the company to flourish in the market and to gain popularity in the process. Therefore, it can be said that the target marketing enables the company to target a specific group of people which automatically boost the sales of the company for a time period. The company need to strategize accordingly so that they can achieve what they intend to achieve from the market.

The perfume or the deodorant brands implies the target marketing strategy so that they can sale their product in the market and can achieve the success in it. The company usually target the young generation as well as the working class to sale their product in the market, which automatically boost the sales of the company in the market and help them to generate revenue in the process. In case of Axe signature, the company mainly target the office going males and advertise their product by showcasing that women co-worker will notice them if they use this product. These is consider to be the target marketing as the company is targeting a specific group of people in the society. The company also advertising their advertisement in an unethical way as the claim is false in this process, so the ethics cannot be maintain by the company as they are targeting a specific group in the market. These need to be understand by the company so that they do not act unethically to lure the customers from the market. Therefore, it can be said that the company is using the unethical practices so that they can grow in the market and can target the people so that they can sale their product in the market and if they find that it is successful in the market then they will introduce the other line of product in the market. Hence, it can be said that the company need to look after the matter so that they can grow in the process and can achieve what they intend to achieve from the market.

References

Cui, G. (2015). Ethical issues in ethnic segmentation and target marketing. In Proceedings of the 1998 Multicultural Marketing Conference (pp. 87-91). Springer, Cham.

Eshuis, J., Braun, E., & Klijn, E. H. (2013). Place marketing as governance strategy: An assessment of obstacles in place marketing and their effects on attracting target groups. Public Administration Review, 73(3), 507-516.

Gilbert, S. (2014). U.S. Patent No. 8,756,095. Washington, DC: U.S. Patent and Trademark Office.

Gupta, S., & Pirsch, J. (2014). Consumer evaluation of target marketing to the bottom of the pyramid. Journal of International Consumer Marketing, 26(1), 58-74.