Question

Does the desire to by the lowest price ever create any ethical dilemas for a consumer. Explain how and when consumer mighy consider vulnerable for advertisemenr and should the ethics of marketing to the vulnerable be cinsidered in allowing advertisement. find article and discuss yhe cutting edge marketing campaign and how such campaign changed going forward ? discuss some of your concerns.

Answer 1

I would say the desire to buy low price will create dilemma in the minds of consumer because at any point of time customer is economical and wants to get more value for money. He would like to get the best product at low prices. For example, if a consumer is given two alternatives where in first alternative, the customer gets superior quality product at higher prices and at the other end customer gets same sort of product with inferior quality and given at lower price. Majority of consumers go with the second alternative as the purpose will be fulfilled at a lower price. This makes them more vulnerable to the advertiser as advertiser targets these people who are price conscious and where quality comes into picture at a later stage. The advertisers will actively focus on price variable which makes them increase their market share. Ethics for marketing to vulnerable is to be considered while advertising as ultimately consumer should not be cheated by the company.

Eg for cutting edge marketing campaign: Ikea’s pee marketing campaign

In Ikea’s pee marketing campaign, customers are asked for urine sample and it is tested for pregnancy. If it is positive, the company identifies themselves as prospective targets for their new children catalogue. The new children catalogue will contain products for children and this campaign is more innovative as it has targeted them right before birth itself. Later on as time flew, the campaign have been changed to vulnerable children.

Concerns:

My major concerns are:

• Data security breach as customer data will be shared
• Results in monopoly of the product leading to make them only provider of service/product.
• Advertising to vulnerable results in quality problems after purchase which demands increased service for the same.