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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?

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
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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