Marketing Planning and Strategy (Ethical Challenge) 1 Assignment

Marketing Planning and Strategy (Ethical Challenge) 1 - Assignment Example ntation may however target physically disabled people and people with health problems in order to determine involved costs and risk in product delivery for determining prices. This may harm members of the target population by subjecting them to higher prices based on their special needs. Raju (2009) argues that segmentation helps to meet needs of special groups but the associated disadvantage of cost may lead to greater harm than if products were offered without segmentation and prices remained uniform. In addition, such segmentation may for a basis for identification of the challenges facing the groups and therefore expose them to stigma. Consequently, targeting the physically disabled or people with help problems, with the aim of meeting their special needs at higher costs, are a violation of ethical practices. Targeting the segments in insurance coverage is an example. The segmentation may induce higher cover cost and limit the group’s ability to afford cover and access car e. In addition, the segmentation may create the impression that the segment have poor health and induce stigma against members of the segment to worsen their welfare through induced emotional instability (Brenkert and Beauchamp,