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Problem Solution Argument - Essay Example

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Full name Professor Subject Date Making Academic Researches Work for Marketers and Shoppers Shoppers are human beings and should be treated as such. They are not animals that are placed in a box, studied on how they think and respond to their environment and used as guinea pigs in identifying how marketers should design their strategies in selling their goods…
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Problem Solution Argument
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Download file to see previous pages The multi-billion dollars academic research funded by marketers is manipulative and unethical so it should be considered illegal. Marketers have the rights to find ways on how to improve their services to maximize their profits. However, there should be a limit to how they employ such ways and maintain ethical principles as they work. Background Information Large companies hire researchers, consultants, and analysts to conduct studies on the various human behaviors using different methods. Especially during global crisis, companies are more driven to increase their sales profits. According to Gladwell article, “the time per visit that the average American spends in a shopping mall was sixty-six minutes last year down from seventy-two minutes in 1992- and is the lowest number recorded” (Gladwell 95). With economic problems, consumers’ interests of going to malls had fallen. Despite the drop in the number of hours consumers spend in malls, sellers’ profits can be improved through researches on consumer behaviors. Paco Underhill is a researcher who graduated from Columbia who had analyzed hours of shopping videotape in the past decades (Gladwell 95). Through analyzing consumer behaviors, marketers recognize that not all consumers are the same, which is why marketers now do segmentation of consumers. Segmentation is another effective trick and method used by marketers to be able to create the right advertisement for the targeted consumers. Kids are well impacted by the segmentation system. Advertisement has changed rapidly from only a few large companies such as Disney, McDonald, and others, but in our contemporary society, now almost all companies target children for their own benefits. According to Eric Schlosser, “Today children are being targeted by phone companies, oil companies, and automobilecompanies as well as clothing stores and restaurant chains”. Children are exposed to 40,000 commercials per year. American Companies are recorded to spend $800 million per year for kids’ advertisement and the revenues are triple. With $800 initial money, they earned $29 billion revenues. Moreover, the Europeans generate revenues between $620 to $930 million. This shows that kids bring huge profits to many producers. Marketers did not only do surveys but they also focused on kids to be questioned secretly without their parents’ notice to obtain the information. Thanks to the Children’s Online Privacy Protection Act that took effect on April, 2000, children’s exposure to abuse are a little limited. Nowadays, clubs seem to be the trend in getting to children. “According to one Burger King executive, the creation of a Burger King Kids Club in 1991 increased the sales of children's meals as much as 300 percent” (Schlosser). In addition, researchers found out that about 80 percent of kids dream about animals. This information is used by many marketers to create imaginary figures that will be liked by the young children, used for advertisements to entice them. It is interesting to note how marketers target children because they are easily manipulated due to their immaturity. Lastly, the other technique used by the researchers is Neuromarketing, a process where the possible responses of consumers are studied in order to create products that would meet their ‘ ...Download file to see next pagesRead More
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