Module #2 – Segmenting & Targeting – Initial Post due Wednesday by 11:59 p.m. responses due Sunday by 11:59 p.m.
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Instructions:
Answers must address all parts of the question. The initial response to the question(s) must be a minimum of 250 words in length, and include citations and references appropriately formatted according to APA 6th edition. Copy/paste your question answer directly to the Discussion Board. The initial response to the discussion board question(s) is due Wednesday by 11:59 p.m. of each week. Responses to Discussion Question: Respond to at least two (2) other learners. Responses should add depth and breadth to the discussion, expand on the overall learning experience, and be a minimum of 150 words in length. Responses must be submitted by Sunday at 11:59 p.m. of each week.
Discussion Board: Read Chapter 8 in the textbook before beginning this discussion board.
Companies often use more than one type of segmentation when targeting consumers for a product or service. Not all products/services are targeted to numerous segments. Marketers may target specific segments due to their vulnerability; and/or, may falsely advertise the product/service.
Questions:
1. Is it ethical for companies to avoid certain segments? For example, a brand may not target low income consumers. Do you think this is unethical? Be sure to provide a thorough explanation as to why or why not.
2. Marketers may target segments who are more vulnerable than others emphasizing the “need” of the product to improve life, health, beauty, wealth, etc. Is this ethical, unethical, or simply trying to sell a product or service? Be sure to provide a through explanation.
3. Provide a personal experience where you feel you were targeted for a product/service and felt pressured to purchase the product.
4. Research and share an advertisement you feel is targeting a specific segmentation where the product may or may not provide what the marketer states. For example, many health and beauty aids promise to be the “fountain of youth” but most often to not work as well as the marketer states. You may provide a link to the advertisement or copy/paste into the DB.
Links:
https://smallbusiness.chron.com/unethical-activities-field-marketing-65705.html
http://ezproxy.king.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=115144770&scope=site
http://ezproxy.king.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=9707205116&scope=site
