Target Marketing: the Tendency to Increase Unethical Behavior and the Probability of Boycotts: a Conceptual Framework

Since its establishment, target marketing has been used effectively and efficiently as a marketing strategy (Dunlap 2004). The contribution made by target marketing to strategic marketing is undoubted. However, despite its success and the contribution it has made to marketing, the question remains whether target marketing can be performed without increasing unethical behaviour and the possibility of boycotts. This paper will attempt to illustrate that target marketing has a tendency to lead marketers into increased unethical behaviour and possibility of boycotts. The precursors to target marketing within the conceptual framework are segmentation and privacy, whilst the moderating factors are product harmfulness and consumer vulnerability. Working through these concepts permits for formulation of a number of propositions. The foundation of this conceptual framework (see Figure 1) lies within target marketing and the belief that it has the tendency to lead to increased unethical behaviour and probability of a boycott.…