Exclusive or Exclusion? An Examination of Strategic Discrimination in Marketing

Appau, S and Awaworyi Churchill, S 2018, 'Exclusive or Exclusion? An Examination of Strategic Discrimination in Marketing', in Proceedings of the Global Marketing Conference 2019, Tokyo, Japan, 26-29 July 2018, pp. 1018-1030.


Document type: Conference Paper
Collection: Conference Papers

Title Exclusive or Exclusion? An Examination of Strategic Discrimination in Marketing
Author(s) Appau, S
Awaworyi Churchill, S
Year 2018
Conference name Global Marketing Conference
Conference location Tokyo, Japan
Conference dates 26-29 July 2018
Proceedings title Proceedings of the Global Marketing Conference 2019
Publisher Global Alliance of Marketing & Management Associations
Place of publication Korea
Start page 1018
End page 1030
Total pages 13
Abstract Marketing managers must strategically decide which markets they will serve and which ones they will not serve. This means marketers must strategically discriminate among markets and market segments; this is the logic that underlies segmentation, targeting and positioning. Although such strategic use of discrimination is considered acceptable in marketing, it can also sometimes lead to consumer backlash and criticism. When is strategic discrimination acceptable and when is it deemed unacceptable? Using six domains of marketing practice, this paper seeks to examine the fuzzy boundary of acceptable strategic discrimination-often labelled as 'exclusive'- and unacceptable strategic discrimination-often labelled as 'exclusion'- as well as offer suggestions to marketing managers and policy makers to navigate it.
Subjects Marketing Theory
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