Brenkerts - Essay Example

Application of Brenkert’s Arguments on the Kraft Foods Inc. Case Study Schools Number and of of Submission (e.g., October 12, 2009) Introduction Marketing through advertising had long encompassed the limits of traditional marketing barriers. Nowadays, companies could choose from a variety of mediums to showcase its product or service -- printed, digital/online, or the entertainment menagerie. Each can appropriately and competitively use these mediums. However, George G. Brenkert opened the necessity of protecting vulnerable segments from marketing aggressors.

This paper attempts to apply his arguments on the case study, Kraft Foods, Inc.: The Cost of Advertising on Children’s Waistlines. Brenkert’s Position In his “Marketing and the Vulnerable,” Brenkert identified at least three main points to be considered 1) that there exist vulnerable segments per market type; 2) marketers are very much aware of the characteristics of consumers (general) that identify themselves as part of the target market; and 3) that the vulnerable segments have special characteristics that render them vulnerable against the marketing tactics aimed for the general consumers’ characteristics (Brenkert, 1998).

Brenkert, therefore, calls to light the sensitivity among marketers to those vulnerable segments of their apportioned target market. Moreover, this sensitivity should be integrated into the company’s marketing promotions. The Case Study and Applying Brenkert’s Arguments The case study, Kraft Foods, Inc.: The Cost of Advertising on Children’s Waistlines, basically covered the allegations and the counter-arguments of various sectors concerned of the ad marketing of unhealthy food products to young children (Housman & Hwa, 2006).

The Federal Trade Commission recognized this dynamic ad marketing to include “television and print ads, Web sites, online games that act as camouflaged advertisements, social media, product placements in movies,” and “the use of movie characters in cross promotions and fast-food children’s meals” (Neuman, 2011, p. B1). The advent of social media networking had added the extent of these marketing ads through the kids “effectively acting as marketers” when they post or share these advertisement-games or applications (Richtelm, 2011, p. A1). Parents too expressed their concern of what food product ads do to their children -- influencing them and their parents’ purchasing powers.

One parent describes brand awareness as being “an incredibly abusive experience” (Shaw, 2010, p. 244). Applying Brenkert’s point in this case study, one could readily recognize the children as being a vulnerable yet well exploited segment. Brenkert pinpointed the characteristic cognitive vulnerability of children and concluded that “any marketing to children must be done in ways which do not presuppose those vulnerabilities” (Brenkert, 1998, p. 8). In Kraft’s case, they did the opposite.

In fact, it was evident that Kraft’s marketing strategy was a basic kid-bribing act; it’s like ‘buy our product and you can get Postokens for your games, movie or game memorabilia, etc.’ In agreement with Brenkert’s points, I think Kraft’s marketing indeed breached the children’s decision capacity. Whilst young, children seldom have an inkling of the health implications of the food product they consume. Moreover, children have a limited capacity to decipher half-truths these ads continuously proffer.

Conclusion Identifying the extent of vulnerability is evidently as hard as admitting who these vulnerable segments are. Admitting so and not acting in accord to the responsibility this acknowledgement carries is an obvious breach of the company’s social responsibility, particularly to its vulnerable stakeholders. Brenkert’s arguments effectively laid the moral culpability of any vulnerable-targeting marketer. However, the complexity of the food ad, marketing’s nature and the receptivity or resistance of food companies requires a more black and white format.

This format should ideally respond to the social and moral grounds of business to foster efficient marketing for vulnerable segments. References Brenkert, G. G. (1998). Marketing and the vulnerable. Business Ethics Quarterly 1, 7 -20. Housman, T., & Hwa, P. (2006). Kraft Foods, Inc.: The cost of advertising on children’s waistlines. Case study 6-13. Notre Dame, IN: University of Notre Dame. Neuman, W. (2011, April 29). U.S. seeks new limits on food ads for children. The New York Times, p. B1. Richtelm M.

(2011, April 21). In online games, a path to young consumers. The New York Times, p. A1. Shaw, W. H. (2010). Business ethics: A textbook with cases (7th ed.). Boston, MA: Cengage Learning.