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Ethical Issues In Targeting: Consumer Exclusion

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Ethical Issues in Targeting: Consumer Exclusion
One of the basic marketing strategy of finding the most accurate consumers for their product i.e. targeting is arising ethical issue of excluding specific consumers that may need but are not able to come in that target segment. Some of the population is being excluded because they are difficult, comparatively costly to reach or may don’t have enough money to buy. Selective marketing is basically discouraging demand from undesirable market sector.

Some of the examples of consumer exclusion are:
(1) Literacy issues: companies target audience in a way that only highly educate people are interested in the product. High educated people on gross level are potential buyers in terms of money. Company is targeting for profit maximizing but product may be necessity for …show more content…

That data possibly make private information easier to get for other people and then exploit it.
Examples
(1) Emails: interception and reading of personal emails can create ethical problems related to private communication of the individual. It is technically possible to intercept E-mail messages and reading is normally justified by companies because they firstly see the technology infrastructure (E-mail) as a resource belonging to the company and not the individual and secondly messages are intercepted to check on people to see whether they use the facility for private reasons or to do their job.
(2) Electronic eyes: companies use these to increase the productivity but people privacy in workplace are threatened by these devices. It also lead to felling of fear of always being watched.
(3) Data banking: merging of data base that contain personal information. This information can be used in ways that can harm consumer such as credit card theft, hijacking of one’s online

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