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When is using specific cultures to market something going too far?

by MikeTucker
2 replies
Hey Folks.
I just finished reading "Creating Breakthrough Products" by Johnathan Cagan and Craig Vogel (circa 2002).


One of the interesting points is about finding "Value Opportunities" using ethnic groups. They say anthropology can
be a big help in product development and marketing, and sometime anthropologists actually do work in product development,
such as in the case of the PT Cruiser, or the accusations that Lady Gaga targets the gay community.


Usually a case can be made to say that yes, it is okay to target specific cultures. But when it is NOT okay? For example,
as a straight white man, is it okay for me to target gay black men, just to make money?


What instances would be going to far? What would be crossing the line when it comes to targeting a specific cultural group
when it comes to marketing?


EDIT: Thanks for your input everyone... This was just a homework assignment for my wife, and we were looking for ideas. It is no longer needed.
#cultures #market #specific
  • Profile picture of the author Shannon Tani
    Everyone's thought on this could be different with some people saying that all's fair in the market and others saying that you shouldn't even dabble in a community that you're not a part of.

    Personally, I think it depends on your relationship to the particular community. For example, if you were a card-carrying member of the Westboro Baptist Church (the "God Hates Fags" protesters) who earns money running gay porn sites, you're kind of a d*&^. However, if you have several friends who are transsexual, are relatively up-to-date on the big issues of the community, and can treat the topic with respect and understanding, why not offer that community some product you've designed for them.

    You could also seem to be crossing the line if you're trying to speak to another group "in their language" but you don't really understand the language. That can come off as racist or whatever, depending on who you are and who you're targeting.

    I also think that trying to make money off of people who don't have money is a bit reprehensible (e.g. payday loan places that are all over poor neighborhoods).

    Love,
    Shannon
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    • Profile picture of the author MikeTucker
      Originally Posted by Shannon Tani View Post

      For example, if you were a card-carrying member of the Westboro Baptist Church (the "God Hates Fags" protesters) who earns money running gay porn sites, you're kind of a d*&^.

      HAHA that had me LOL. Did you sensor yourself or is that another forum feature? Either way funny example!


      Anyone else have 2 cents to help me out with this?
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