Discrimination in Marketing

Therefore, Reynolds’ implementation of a cigarette marketing campaign for the African-American population is adversely a discriminatory approach in marketing since the other races in the country may have intended to use menthol cigarettes over the non-menthol ones. The following is an analytical approach to establish the controversy of discrimination in marketing cigarettes in the uptown market segment.
Critically, it is indicated that the African-American cigarette smoking population contains a relevantly higher ratio of menthol cigarette smokers compared to the other races in the country. Emphasizing on Reynolds’ information concerning the demographic variability of menthol cigarette smokers in the uptown market edge, the norm is that there exists discrimination in the established marketing approach despite the fact that the cigarettes sell for 70% of the black population. Researches assert that the white population together with other American races, influences 30% of the total market sales outcomes. This is a clear indication of the existence of marketing discrimination in the uptown market segment (p. 1).
Arguably, Reynolds set an ideal platform to reveal the existence of discrimination in the uptown market segment. Based on the fact that most of the advertising, pricing, and promotion approaches of menthol cigarettes is redirected to the African-American population, it is evident that marketers in the segment often engage in discrimination. The intentions of precise marketing approaches are born to yielding profitable market segments over competitors. Further, it is knowledgeable to marketers that users of a certain commodity perceive belongingness after being associated with the marketing and promotion practices. Therefore, Reynolds concern in marketing cigarettes for the uptown market cigarette smokers and precisely the black population is a critical approach