This website uses cookies to ensure you have the best experience. Learn more

Target Marketing: The Tendency To Increase Unethical Behaviour And The Probability Of Boycotts: A Conceptual Framework

3173 words - 13 pages

TARGET MARKETING: THE TENDENCY TO INCREASE UNETHICALBEHAVIOUR AND THE PROBABILITY OF BOYCOTTS:A CONCEPTUAL FRAMEWORKSince its establishment, target marketing has been used effectively and efficiently as a marketing strategy (Dunlap 2004). The contribution made by target marketing to strategic marketing is undoubted. However, despite its success and the contribution it has made to marketing, the question remains whether target marketing can be performed without increasing unethical behaviour and the possibility of boycotts. This paper will attempt to illustrate that target marketing has a tendency to lead marketers into increased unethical behaviour and possibility of boycotts. The precursors to target marketing within the conceptual framework are segmentation and privacy, whilst the moderating factors are product harmfulness and consumer vulnerability. Working through these concepts permits for formulation of a number of propositions. The foundation of this conceptual framework (see Figure 1) lies within target marketing and the belief that it has the tendency to lead to increased unethical behaviour and probability of a boycott."Not all consumers are alike" (Cahill 1997). As unprofound as this statement may appear, it is of vital importance in regard to target marketing. The statement epitomises the whole concept behind target marketing and should be frequently reiterated. However, the concept of target marketing has been under intense scrutiny from many sectors for a long time, due to the unethical practices it is perceived to encourage. An emerging stream of research within marketing (Smith & Cooper-Martin 1997, Grier & Brumbraugh 1999, Klein, Smith, John 2004), confirms public disquiet over the approach made to segmentation, the issue of privacy, product harmfulness and consumer vulnerability. These issues collectively form the basis for assessing target marketing and are hence integral in the conceptual framework. From the conceptual framework it should give direction as to whether target marketing has impacted on the level of unethical behaviour and the possibility of a boycott.The conceptual framework brings into focus the concept of the relationship between target marketing and its impact on both unethical behaviour and the possibility of boycotts. This concept is very much under development, hence there are no empirical findings in this paper. Instead, the conceptual framework and propositions are intended to generate debate and discussion in an attempt to encourage further developments into this vital and interesting area of marketing research. Having said that, the propositions are valid and are made based on the theories found in the literature.THEORETICAL PERSPECTIVES AND CONCEPTUAL FRAMEWORKIn the analysis of the existence of unethical behaviour and possible boycotts as a result of target marketing, it is imperative to examine the factors that affect the success in the process of conducting target marketing. Throughout the...

Find Another Essay On TARGET MARKETING: THE TENDENCY TO INCREASE UNETHICAL BEHAVIOUR AND THE PROBABILITY OF BOYCOTTS: A CONCEPTUAL FRAMEWORK

Critically discuss what the social psychology student was referring to in the above scenario using a theory of pro-social behaviour as a framework

1271 words - 5 pages any help (Vaughan and Hogg, 2005, p. 358).Critically discuss what the social psychology student was referring to in the above scenario using a theory of pro-social behaviour as a framework.The Bystander effect is regarded as a well established empirical phenomenon in social psychology (Latané B & Nida S, 1981). The Penguin Dictionary of Psychology (Reber AS, 1985) defines the bystander effect as "the phenomenon that the more people

Critically evaluate and discuss the advantages and disadvantages of Customer Boycotts. Compare and contrast two consumer boycotts and discuss appropriate microeconomic theoretical models

2588 words - 10 pages , asking consumers not to buy a specific product, or the products of a specific company, in order to exert commercial pressure. This is usually done to get the company to change behaviour, to cease an activity or to adopt a more ethical practice.For this essay I am going to discuss many advantages and disadvantages of consumer boycotts and also I have decided to compare and contrast coca cola with the Nestle boycott.There are various ways to make a

The SOE Conceptual Framework: Think Critically, Transform Practice, and Promote Justice

1274 words - 5 pages The SOE Conceptual Framework: Think Critically, Transform Practice, and Promote Justice. Three rudimentary beliefs that seem as if they should be second nature to any good teacher, which must be laid out because often times the very thing that is most looked over and moved past are the things that are most necessary to functionality. Ever since the three legs of the Conceptual Framework were introduced my freshman year, I have thought that these

The Amorphous Nature of Gender Roles, from the Dawn of Man to Cultures of Today: Essentiality, Diversity, and Ingrained Tendency

3098 words - 12 pages Gender roles play a significant part in the cultures of countless societies, and continually change and morph to meet modern thinking and trends. Gender roles can be defined as general behavioral patterns that are associated with being male or female within a certain system or faction; the division of labor is among some of the most extensively discussed topics regarding these sex-based roles. It has become widely recognized that gender roles

The Benefits and Problems For a Firm Trying to Increase the Flexibility of Its Operations

756 words - 3 pages The Benefits and Problems For a Firm Trying to Increase the Flexibility of Its Operations Flexibility is the ability and the willingness of a firm to change its operations in response to changing circumstances. In the ever changing marketplace, a company not able to redevelop a product, department, or itself "over-night" may miss out in terms of sales to one of its competitors. Customers demand more and more in terms of

Anthill: A Framework for the Design and Analysis of Peer-to-Peer Systems

1170 words - 5 pages helps researchers to analyse and evaluate the behaviour of their “ants”. The Anthill infrastructure is composed of a network of nests which are P2P applications that are run by users on their machines. The paper continues with discussing the idea of the ant algorithm, which is based on observed behaviour of ants and also proposed an evaluation framework through which the behaviour of a particular ant implementation may be simulated and assessed

The Self-Actualising Tendency

1827 words - 7 pages client-centered framework’ in S. Koch (ed.), Psychology: A study of a science. Volume. 3. Formulations of the person and the social context. New York: McGraw Hill Rogers, Carl R. (1963) "The actualizing tendency in relation to ‘motives’ and to consciousness." In Nebraska symposium on motivation. Ed. Marshall R. Jones. Lincoln, NE: University of Nebraska Press Rogers, C. R. (1967) On Becoming a Person: A therapist’s view of psychotherapy. London

The Probability of Extraterrestrial Existence

857 words - 3 pages of those planets on which life arises, fi equals the fraction of those planets on which intelligent life evolves, fc equals the fraction of those planets where intelligent life developed into a technologically advanced civilization and fL equals the fraction of time a technical civilization lasts. Drake's equation is beautiful, meaningless mathematics. It does not come close to solving the question of the existence of extraterrestrials because

The Discussion of Conceptual Frameworks

4159 words - 17 pages The Discussion of Conceptual Frameworks The existence of a CF is to serve as a guide for the standard setters to provide them with a set of objectives and constraints. Furthermore, CF provides a framework for setting standards, a basis for resolving accounting disputes and fundamental principles, which then do not have to be repeated in the Standards. The CF has been developed

'Why is it so important for academics and marketing managers to understand the impact of external influences on consumer behaviour?'

2157 words - 9 pages behaviour. In order for marketing managers and academics to get a better grasp on those influences that affect the markets, they use a variety of different methods to investigate the wants and needs of the customers. They do this by using a combination of psychographics, demographics and geographics to try to understand any changes that occur in consumer behaviour. All of these approaches when studying consumer behaviour help marketers and academics

The Unethical and Illegal actions of Enron

1554 words - 6 pages operate. However, in the aftermath of the recent economic boom,many analysts have suspected unethical practices at some of the world's largestcompanies.According to Barbara Ehrenreich, author of, Nickel and Dime, "OurCorporate CEO's have gone from rocking to reeking in a mere two years. At theheight of the dot.com bubble, when they had won distinguished awards--that ofethic and credible "role models" and even "icons", many investors hastened to

Similar Essays

Aer Lingus: Buying Behaviour And Target Marketing, The Extended Service Marketing Mix. Creating A Competitive Advantage Market Research

924 words - 4 pages Buying behaviour and target marketingHow has Aer Lingus attempted to put its customers at the forefront of its business development? To what an extent has the airline built up an understanding of its customer's perceptions and expectations?Aer Lingus have attempted to understand the needs and wants of their target customers (premium business class) in the full service segment market. They have utilised a single segment strategy to create a

The Conceptual Framework For Financial Reporting: Bega´S Current Accounting Practice Of Property, Plant And Equipment

2182 words - 9 pages 2010 ‘Conceptual Framework for Financial Reporting’ (CF) have become extremely important. Such failure of disclosures can mislead information on the company’s financial statements. 1. Introduction A dramatic increase in the demand of the financial statements by external users made the reporting entities’ annual reports to meet the objective of general purpose financial reporting and qualitative characteristics of useful financial. According to the

Use The Effect Of Goodwill Amortization On The Usefulness Of Eps To Evaluate The Relationship Between Sfas No. 142 And Fasb Conceptual Framework

1995 words - 8 pages more accurate than EPS after Goodwill amortization as the indicator of share values, and that Goodwill amortization simply adds noise to investment analysis. These results testify that SFAS No. 142 matches the FASB conceptual framework better than APB Opinion No. 17.1.BackgroundGoodwill is the difference between a firm's total book net assets and the fair-market value of its identifiable net assets. The intangible asset represents the name of

The Probability Of Making A Bank Shot

879 words - 4 pages What is the probability of making a bank shot? Research shows the bank shot gives you a 20 percent more of a chance of making the basket. There are many different things that involve in making a bank shot other than just making sure you hit the right spot on the back board. According to Silverberg you have to have the right launch height, launch speed, launch angle, and the aim angle. Most people don’t like the bank shot because it’s not as