Marketers are making a new pitch to men—at the risk of politicalincorrectness. Marketers for firms such as Unilever and Kmart werefrustrated in their attempt to reach young male consumers withtheir messages. After searching for clues about what this crowdlikes, these firms created marketing campaigns designed to grabtheir attention—perhaps at the expense of other consumers. Someadvertising is designed to appeal to “bad boy” attitudes, lowbrowhumor, and sex.1. What are some of the pitfalls of this kind of segmentation?2. Do you think these ads will be successful in the long run? Whyor why not?3. Should marketers be concerned about offending one marketsegment when trying to reach another? Why or why not?
Marketers are making a new pitch to men—at the risk of politicalincorrectness. Marketers for firms such as Unilever and Kmart werefrustrated in their attempt to reach young male consumers withtheir messages. After searching for clues about what this crowdlikes, these firms created marketing campaigns designed to grabtheir attention—perhaps at the expense of other consumers. Someadvertising is designed to appeal to “bad boy” attitudes, lowbrowhumor, and sex.1. What are some of the pitfalls of this kind of segmentation?2. Do you think these ads will be successful in the long run? Whyor why not?3. Should marketers be concerned about offending one marketsegment when trying to reach another? Why or why not?
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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Marketers are making a new pitch to men—at the risk of political
incorrectness. Marketers for firms such as Unilever and Kmart were
frustrated in their attempt to reach young male consumers with
their messages. After searching for clues about what this crowd
likes, these firms created marketing campaigns designed to grab
their attention—perhaps at the expense of other consumers. Some
advertising is designed to appeal to “bad boy” attitudes, lowbrow
humor, and sex.
1. What are some of the pitfalls of this kind of segmentation?
2. Do you think these ads will be successful in the long run? Why
or why not?
3. Should marketers be concerned about offending one market
segment when trying to reach another? Why or why not?
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