The world continues to rapidly evolve in the global village. As a result, the interaction between consumers and produces has become complex. Hence, techniques should be used to reach out intended consumers. One of these techniques is the use of target marketing. Aaker, Brumbaugh and Grier (2000, p. 128) asserted that target marketing is a technique that firm uses to identify and select a small group of consumers from within a larger population. Porta (2010) believed that a target market is practical, most especially for small businesses, because no one can afford to target everybody. Hence, building a solid foundation for a business requires that typical customers are identified. In line with this assertion, this paper will provide for the ethical implication of target marketing in terms of reaching specific groups of consumers. Further, two groups of consumers will be chosen, and how the marketers attempt to sell them…show more content… & Grier, S. (2000). Nontarget markets and viewer distinctiveness: The impact of target marketing on advertising attitudes. Journal of Consumer Psychology, 127-37.
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