The increasing amount of segmentation in modern marketing methods questions

Chapter 10 Discussion Questions

Question-What would the US diet look like if there had never been any food advertising or promotion? What would US food system look like?

Answer-Promotion is used to market all forms of food in the US food system from oats to frozen vegetables to meat to soft drinks, fast food, and candy. Health concerns have arisen because a large proportion of the marketing reaching food consumers is for foods that dietary recommendations indicate should be consumed in moderation. This brings me to believe that the US diet would be better if there had never been any food advertising or promotion. There would also be lower rates of obesity and illness. The US food system would not be what is today with advertising because outside of what individual normally consume, there would not be any type of major influence on peoples eating habits.

Question-What difference has the increasing amount of segmentation in modern marketing methods made to the effects of promotional marketing?

Answer-It recognizes, that a one-size-fits-all approach to marketing no longer works among diverse, sophisticated consumers. Children and youth represent an important demographic market because, as one-quarter of the US population, they are a large base of potential customers and influence purchases made by parents and households. They also constitute the future adult market, creating the incentive for manufacturers to instill brand loyalty that will last into adulthood. The effectiveness of promotional marketing was enhanced because foods were positioned to appeal to and reach different target groups.

Question- Is restricting food advertising and promotion desirable or doable today? Is using marketing for promoting healthier eating a preferable approach? What other strategies might be used to alter the marketing environment in order to improve eating behaviors?

Answer-I dont believe restricting food advertising and promotion is desirable, because to the allows big name brands to appeal to and influence large groups. This is the driving force behind to success of big food brands. Due to the fact that majority of the food items that are marketed today are items that should only be consume in moderation, I do not think it is preferred by certain industries and companies to promote healthier eating. Currently there are many agencies and groups that are advocating eating healthier. In order to alter the marketing environment to improve eating behaviors would require companies to be more concern about the health effects of over consuming their processed products and less of the dollars theyll earn promotion it.

Question-What kind of full systems change would reduce the incentive for the private food sector to engage in promotional marketing in the first place?

Answer-The private sector must play a large role in helping consumers select more health-promoting foods. They are presented with both opportunities and challenges by the scientific consensus that specific changes in eating habits are likely to substantially reduce the public’s risk of heart disease, cancer, and many other diet-related chronic diseases. If the private food sector had to fully disclose the actual risk involved with the consumption and/or over consumption of their products it would reduce incentive for the private food sector to engage in promotional marketing.

Question-To what extent is it a free speech issue to allow marketers to put out whatever messages they wish, targeting whomever they wish, with whatever frequency they wish? What about if they mask their identities?

Answer-It becomes a free speech issue when marketers are purposely fabricating the benefits and risk associated with the consumption or use of their products. Marketers should not be able to mask their identities, because I feel if markets chose not to identify themselves then it would cause issues of trust and discernment associated with that particular product or brand.