Is Target Marketing Ethical?

Marketing to specific groups of consumers, or target marketing, is one of the most important concepts in marketing.

Marketers, through the ages, have identified who their customers are, and directed their efforts at influencing their buying decisions. That is their job.

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In the last 30 years though, marketers have begun to identify potential buyers based on a number of factors, that make many people uncomfortable. Marketers now direct promotions at those of certain age groups, gender, race, marital status, gender preferences, and just about any other category you can place people in.

Is Target Marketing Ethical?

This makes many consumers and consumer advocates question the ethicality of these promotions:

Is it fair to direct ads at children when they do not have the understanding and/or capability to judge what is being presented to them?

Is it fair to target ads at elderly, living on fixed incomes, with products that they may not be able to afford?

Should companies be allowed to develop products that are specifically targeted at ethnic groups?

My answer to each of these questions, except the first one, would definitely be, Yes.

Why should a company be restricted from marketing a product to an independent, rationally thinking, adult?

Don't I, as an adult, have the ability to determine for myself, with some exceptions, what I want to buy?

Now, if there are issues of mental incapacity we have a whole separate issue to address.

But, assuming that the consumer is able to make their own decisions; shouldn't I as a marketer be able to present information that will help the consumer decide that my product is what they want?

Is targeting of minorities exploitative? Yes, it certainly is. But, so is almost every other kind of marketing. You are trying to exploit a need, a want and definitely a gap in a market that maybe has not been addressed.

Prior to the 1960's most marketing ignored ethnic minority groups and concentrated on the vast buying power of larger demographic groups. An opportunity existed for companies to address a market, with significant buying power, that had not been addressed before. Is that inherently wrong? That is the way marketing works: Find a gap, develop a plan to address the gap, and then market to that gap. That is sound business practice. If companies do not take advantage of their opportunities they will fail.

Now, none of what I have said above gives companies a free license to do whatever they want, especially when it comes to my one, very absolute exception: Marketing to children and those who cannot be held accountable for their actions. Even as an adult, if I am not capable of making a choice as to the soundness of a buying decision, then I should not be subjected to marketing that may have unreasonable influence over me; And children are certainly not capable of making that decision. However, as an adult parent, I must assume some of the responsibility for buying products that are marketed to children. I must educate my children about what is right and what is wrong; what is a want versus what is a need; what is affordable versus what is not.

Companies who choose to direct their marketing efforts at specific market segments have a responsibility to consider the ethical implications of what they are doing. Socially responsible marketing calls for target marketing that serves not only the company's interests, but also the interests of those targeted and the public in general.

Is Target Marketing Ethical?

James Stephenson is an IT and Business Consultant with over 25 year of experience.

His firm specializes in helping small to medium sized businesses use their information technology and business resources effectively.

He can be reached through his websites and blogs at:
http://www.scc-i.com
http://consultingvision.blogspot.com

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Warfare Games

Xbox, Wii and PS2 games use war themes as one of their top sellers. War games are challenging to play with yourself or friends in an online version.

They put you in play against the enemy. You can team up with friends and take on an opponent in these types of games. A warfare game teaches great hand eye coordination and games like call of duty challenges your basic instinct to survive. You can play 'medal of honour' for hours on end and still be entertained.

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The Xbox uses a controller that can be hard wired or wireless. A wireless controller used while gaming can make it easier to control your character. The Wii uses special controllers that mimic your own movements. Some players like to use hand held push button controllers while others prefer to use controllers shaped in the weapon they are using in the depending on the task in hand. With many hours of practice, players move up ranks so they are equally challenged when they battle each other.

Warfare Games

People that play games that depict war and fighting have many weapons to choose from. Many weapons used in modern day warfare as well as weapons used in the past can be unlocked so you can use them. The higher level you achieve in some PS2 games, Wii games, and Xbox games give you a greater selection of weapons. From knives, swords, and a wide selection of guns the games always change and offer new challenges. Guns in these battles range from handguns to machine guns. In warfare games handguns can range from revolvers to fully automatic and everything in between. Long guns come in many calibers and gauges. They can also be fully automatic or single shots.

Games like call of duty and medal of honour have challenging maps where you take part in the battle. In online versions you can unlock new maps at certain levels. Some Xbox games, Wii games, and PS2 games have new maps you can purchase. You never have to get board with a game as the company is always making new challenges and advancements. With new maps, everyday playing can be a whole new experience.

Adults and children play games together on many systems. These war games offer interest from many ages. Playing warfare games can make a person of any age a worthy adversary. Experience and hand eye coordination can make you a champ when you play games like this. These new games have taken place of the board games played in years past. Now if you want to play games with your kids you have to learn to use a controller. War games are the new rage of young men and boys.

Warfare Games

Stephen Heather, Player of war games

http://www.warfaregames.org.uk

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