Industries desperately try acquiring new customers. Some of the companies are likely to apply inappropriate means of gaining their attention. One of the methods is target marketing. This is where corporations use adverts and marketing as a means of attracting consumers targeting their customers accurately to sell their goods. However, not all industries use the ethical procedures in getting customers. This raises the question as to whether it is ethical for businesses to target uninformed consumers.
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It is unfortunate that some businesses use deceptive and manipulative strategies to attain the sales objectives. It more unfortunate that most people trust companies in that they consider their interests. However, the use of marketing means and targeting uninformed customers is not unethical or manipulative means. One of the reasons is that most companies and businesses research and analyze their consumers determining the predisposed means that might make a person to buy a product (Graeff 643-667). These include a variety of factors such as cultural norms, personal preferences as well as regular orders among others.
In targeting the uninformed consumers, the company introduces their brand to new markets. This not only acts as a way of winning new customers but also as an education platform in that people are informed of the new product (Buehler and Schuett). While the community gets educated, the company can attract more consumers. Also, target marketing is beneficial to a community. Can you imagine introducing a new product to the consumers? This would increase competition against the rival and already established products leading to improved qualities and lowered prices. Through target marketing, a company is likely to gain. This is realized since the company has the upper hand in influencing the uninformed group through asking, informing, and persuasion as well as advertising (Fishman 23-25).
However, it may seem unethical to target an informed consumer group. This is because it may intrude their cultural beliefs and social norms. The products may not best fit the group and introducing them to the people may be wrong.
Buehler, Benno, and Florian Schuett. “Certification And Minimum Quality Standards When Some Consumers Are Uninformed.” SSRN Electronic Journal (2012): n. pag. Web.
Fishman, Arthur. “Dynamics Sales Discriminate Against Uninformed Consumers In A Competitive Market.” Economics Letters 27.1 (1988): 23-25. Web.
Graeff, Timothy R. “Exploring Consumers’ Answers To Survey Questions: Are Uninformed Responses Truly Uninformed?.” Psychology and Marketing 20.7 (2003): 643-667. Web.