Essay on Ethical Implications Of Target Marketing

1069 Words Nov 14th, 2016 5 Pages
When it comes targeting specific markets, marketers must constantly be aware of ethical forms of advertising their products. Ethical implications can make or break a companies target market strategy. In terms of reaching specific groups of consumers, stereotypes and discrimination are ethical implications of a target market. Two groups of consumers such as Gender and age have marketers that attempt to sell towards them in specific ways. These marketing efforts can be ethical or unethical depending on the situation.
Ethical implication of target marketing in terms of reaching specific groups of consumers includes stereotyping and discriminating. First, stereotyping is an ethical implication because its assumptions that a certain group with buy a certain product. Companies often use a common stereotype when selling their product. For example, Victoria’s Secret product “Body by Victoria” shows a row of very thin, pretty models with the message across saying “ The Perfect Body” This campaign stereotypes the idea of a “perfect body.” Women see this and think that a perfect body is what Victoria’s secret is showing. This could make women very unsecure and lower self-esteem. While Victoria Secret thought this would make people buy their product it actually did more harm than good. A second ethical implication is discriminating against certain target markets. For example, Lululemon, which is an athletic, apparel company. They discriminated towards size. In the article, Shunning…

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