ApplicationsMarketing DebateIs Target Marketing Ever Bad?As marketers increasingly tailor marketing programs to targetmarket segments, some critics have denounced these effortsas exploitive. They see the preponderance of billboardsadvertising cigarettes and alcohol in low-income urban areasas taking advantage of a vulnerable market segment. Criticscan be especially harsh in evaluating marketing programsthat target African Americans and other minority groups,claiming they often employ stereotypes and inappropriatedepictions. Others counter that targeting and positioning iscritical to marketing, and that these marketing programs arean attempt to be relevant to a certain consumer group.Take a position: Targeting minorities is exploitive versusTargeting minorities is a sound business practice.178 PART 3 CONNECTING WITH CUSTOMERSMarketing DiscussionMental AccountsWhat mental accounts do you have in your mind about purchasing products or services? Do you have any rules youemploy in spending money? Are they different from whatother people do? Do you follow Thaler’s four principles inreacting to gains and losses?Marketing Excellence
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