Marketing concepts: Selective exposure, Selective perceptions

  1. Is Targeting Ever Bad?

As marketers increasingly tailor marketing programs to target market segments, some critics have denounced these efforts as exploitive. They see the preponderance of billboards advertising cigarettes and alcohol in low-income urban areas as taking advantage of a vulnerable market segment. Critics can be especially harsh in evaluating marketing programs that target African Americans and other minority groups, claiming they often employ stereotypes and inappropriate depictions. Others counter that targeting and positioning is critical to marketing, and that these marketing programs are an attempt to be relevant to a certain consumer group.

Take a position: Targeting minorities is exploitive versus Targeting minorities is a sound business practice.

  1. B2C and B2B Concepts

Consider some of the consumer behavior topics for business-to-consumer (B-to-C) marketing from Chapter 6. How might you apply them to business-to-business (B-to-B) settings? For example, how might non-compensatory models of choice work? Mental accounting?

  1. What are Points of Parity (POPs) and Points of Difference (PODs)? Site examples.
  2. Does marketing drive society or society drives marketing?
  3. Why is it important to differentiate these types of buying decisions (the straight rebuy, modified rebuy, and new task)?

 

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