Business Finance
Targeting minorities

Question Description

Can you help me understand this Marketing question?

Targeting minorities is exploitative versus targeting minorities is a sound business practice.

300 words with one reference

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Final Answer

Targeted marketing is very much different than 'targeting minorities'. Also are you referring to an explotative process or just doing business.

If I run a product stall in New York City for example and deal in live animals, I am going to market that service to members of those cultural or religious demographics who prefer to kill and prepare the animal themselves in keeping with a particular tradition. As far as I am concerned, they are a 'majority' because they will make up the majority of my business.Marketers (good marketers at least) base their decisions on research, experience and customer feedback and who will most likely buy their product. As another example, malt liquor has been around in the United States for over half a century. It was originally marketed to upper-class caucasians, but over the years market research showed that the people who were buying malt liquor were predominantly urban African Americans. Hence, that is reflected in the marketing today of products like Colt 45 which are advertised heavily in media outlets targeted toward an African American audience.

Propaganda is something entirely different and that is usually always targeted at a minority or majority in the usual sense of the word referring to an ethnic or religious minority or majority.

However in marketing, the term minority really isn't operable. It is all about target markets, who may happen to be an ethnic or religious minority or majority.

With the vast amount of information available to marketers today and the emphasis on 

relational marketing, marketers are in more of a position to suggest needs and wants to the public. Certainly, not all consumers have all the needs and wants suggested by society today. However, with the vast amount of exposure to these societal needs and wants via the media, a substantial amount of consumers will, through mere exposure, decide that they “have” the same needs and wants of others. Marketers by their efforts increase peer pressure, and group thinking, by showing examples of what others may have that they do not. An individual’s freedom to choose is substantially weakened by constant and consistent exposure to a range of needs and wants of others. Marketers should understand that when it comes to resisting the pressure to conform, that individuals are and can be weak in their resolve. Marketers must take an ethical position to only market to those consumers able to purchase their products. 

Hutchinson, EO, “Joe Camel Dominants More Than Billboards in Black America,” June 23, 1997, 

http://www.pacificnews.org/jinn/stories/3.13/970623-cigarettes.html

rate my answer as best



Ayush K (219)
University of Maryland

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