haku: @author Parthasarathy, M. / yhteensä: 2
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| Tekijä: | Rittenburg, T. L. Parthasarathy, M. |
| Otsikko: | Ethical implications of target market selection |
| Lehti: | Journal of Macromarketing
1997 : FALL, VOL. 17:2, p. 49-64 |
| Asiasana: | MARKETS ETHICS PRODUCTS CONSUMERS STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | Recently, marketers have been criticized for the selection of target markets, especially for targeting disadvantaged segments of a society with harmful products. However, very little has been done to provide guidelines for marketers developing target market strategies. In the article, the ethical dimensions of target market selection are examined. The proposed model for analyzing target markets allows for differences in both the sophistication of consumer segments and the product's benefits or harmfulness to society and users. Within the proposed framework, market failures related to target market selection are identified. |
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