Consumer advocates criticize marketers’ reliance on segmentation because segmentation analyses utilize personal data and represent an abuse of personal privacy. Considering both your concerns as an individual and the value of this data for marketing, where do you stand on this issue? Discuss your position and propose guidelines marketers could use to benefit from segmentation analyses while protecting and respecting consumer privacy

Consumer advocates criticize marketers’ reliance on segmentation because segmentation analyses utilize personal data and represent an abuse of personal privacy. Considering both your concerns as an individual and the value of this data for marketing, where do you stand on this issue? Discuss your position and propose guidelines marketers could use to benefit from segmentation analyses while protecting and respecting consumer privacy

Contemporary Marketing

18th Edition

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Louis E. Boone, David L. Kurtz

Chapter9: Market Segmentation, Targeting, And Positioning

Section9.2: Criteria For Effective Market Segmentation

Problem 1LO

See similar textbooks

Similar questions

Identify and assess the three most common approaches to market segmentation by using consumer characteristics that may influence what people consume or how they respond to marketing communications.
How does a marketer obtain market information for marketing and management decision-making purposes?
Critics claim that certain marketing practices hurt consumers. Discuss the bases for this claim and how marketers refute them.
Market Segmentation and Your Purchase Habits In this learning activity, we will develop skills related to explaining market segmentation and segmentation variables, and their relevance to marketing. A market segment is a piece of the market. Market segmentation involves aggregating prospective buyers into groups that have common needs and who respond similarly to marketing programs. They are similar in their consumption behaviour, attitudes, and target market profiles. Find an example product category from your life or your purchasing habits that fits into each of these four segmentation categories. Mass marketing strategy: Marketing a product with a broad appeal to the entire market without any product or marketing differentiation This is uncommon and can be seen with utility companies. Segment marketing strategy: Marketing a range of different products and brands to specifically meet the needs of an organization's varied target markets. This is common with large companies such as car…
How is market segmentation different for business-to-business markets and business-to-customer markets?
Why is a marketing-controlled information source isbiased toward a specific product?
What makes the market segmentation effective or ineffective.
How can marketers use big data and marketing analytics to improve marketing strategies?
Examine the circumstances in which collecting information on consumers is ethical.
How do marketers use local marketing and individual marketing? Do these terms mean the same thing?
2) Name and explain the five important decisions that marketers must make in developing and marketing individual products and services?
Identifying and explain three (3) benefits of market segmentation.