Ethics Do you believe it is right for companies to target a higher (or lower) cost service to a consumer based on a data driven observation that the consumer pos- sesses characteristics typically associated with a willing- ness to spend more (or less) money on the related ser- vice? Does this constitute a form of discrimination that would make you uncomfortable as a marketer who is exploring the possibility of employing this strategy? What about if you were the consumer on the receiving end of it?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Ethics Do you believe it is right for companies to target
a higher (or lower) cost service to a consumer based
on a data driven observation that the consumer pos-
sesses characteristics typically associated with a willing-
ness to spend more (or less) money on the related ser-
vice? Does this constitute a form of discrimination that
would make you uncomfortable as a marketer who is
exploring the possibility of employing this strategy?
What about if you were the consumer on the receiving
end of it?
Transcribed Image Text:Ethics Do you believe it is right for companies to target a higher (or lower) cost service to a consumer based on a data driven observation that the consumer pos- sesses characteristics typically associated with a willing- ness to spend more (or less) money on the related ser- vice? Does this constitute a form of discrimination that would make you uncomfortable as a marketer who is exploring the possibility of employing this strategy? What about if you were the consumer on the receiving end of it?
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