Discussion on Topic 6

  1. Many consumers and consumer advocates are critical of individualized segmentation approaches due to personal privacy concerns.  They argue that technology has made it far too easy to track buyer behavior and personal information.  Marketers counter that individualized segmentation can lead to privacy abuses, but that the benefits to both consumers and marketers far outweigh the risks.  Where do you stand on this issue?  What are the benefits and risks associated with individualized segmentation?
  2. The size of the consuming population over the age of 50 continues to grow.  What are some of the current ethical issues involved in targeting this age group?  As this group gets older, will these issues become more or less important?  Explain.
  3. As the Marketing Manager, you need to look into building a segmentation strategy for your new Café Outlet. Give examples of effective criteria you would want to fulfil.


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