Critical Analysis 1

Critical Analysis 1 - consumers He also makes a sub claim that “harsh criticisms are also leveled at the marketers of “non-sin” products when

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Kyle Schuppan Buyer Behavior Critical Analysis 1 February 8 th , 2011 Drawing the line between targeting and patronizing: how “vulnerable” are the vulnerable? This article Mr. Wolburg takes a look at how using target marketing can be harmful to some consumers. He states how not all target marketing is bad but that sometimes, when consumers are vulnerable, target marketing can become harmful. Wolburg’s first claim in this article is “However, when vulnerable groups are targeted for “sin” products such as alcohol, tobacco, casino gambling, pornography, and firearms, Davidson (2003) cautions marketers to expect strong public outcry from the groups themselves and their advocates.” Here he is saying how when marketers of “sinful” products target people, you will hear a public outcry from
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: consumers. He also makes a sub- claim that “harsh criticisms are also leveled at the marketers of “non-sin” products when weak consumer segments appear to be exploited in favor of the bottom line.” Here he is playing devil’s advocate and saying not only do “sin” products get a public outcry, but “non-sinful” products can get just as bad of a outcry if marketers are out to boost their bottom line on vulnerable individuals. The claim Wolburg agrees with however is that “In turn, ordinary consumers in the marketplace have certain competencies that allow them to navigate the system because they know how to shop comparatively, are competent in evaluating quality and price, know their basic legal rights, and have the resources to enter into market transactions.”...
View Full Document

This note was uploaded on 04/25/2011 for the course MARKETING 300 taught by Professor Romyerong during the Spring '11 term at Saint Louis.

Page1 / 2

Critical Analysis 1 - consumers He also makes a sub claim that “harsh criticisms are also leveled at the marketers of “non-sin” products when

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online