Identify and describe a potential ethical dilemma that a mar

Identify and describe a potential ethical dilemma that a marketer might face when segmenting a market. How might this concern be appropriately addressed given the need to satisfy often conflicting stakeholders?

Solution

Answer:-

Market segmentation can be described as dividing a market of customers into segments or groups., and this is based on their characteristics. The segments developed are based on similar interests and needs. Now, a marketer might divide these segments into children, the elderly, and the middle-aged individuals. The distinctive nature of these groups of people, such as the children and the elderly, for instance, has made the market segments attractive(Awan, 2014). It might seem like a prudent thing to do.

However, targeting these markets with potentially harmful services and products has led to negative publicity from the media and other parties. This is because of the willingness of the companies to consistently target the vulnerable consumer groups, and this illustrates a lack of justice in the market. Now, the ethical dilemma, in this scenario, are the ethics of targeting customers with these products, or simply excluding these consumers in marketing. The ethical conflict in this case is balancing the interests of the corporate with those of the consumers.

Now, in addressing this issue, a framework needs to be developed which will examine how the perception of the marketers in marketing ethics interacts and associates with those of the consumers. These consumers are a indispensable and integral party to key stakeholders of the marketing exchange process. Once this framework has been developed, it will help in addressing these issues with ease.

Reference:-

Awan, M. (2014). International Market Segmentation: Exploring Cell Phone Market of Young Adults. International Journal Of Trade, Economics And Finance, 5(2), 151-154. http://dx.doi.org/10.7763/ijtef.2014.v5.359