Direct Marketing Practices: A Review of Company X

Write a 3-page article review that explores the direct-marketing practices of a company.

Marketing ethics includes consumer protection, pricing, and advertising. Using your favorite web browser, research a company that practices direct marketing. For this assignment, you will write an article review that addresses the following points and questions:

  • Briefly describe the company and the types of products it markets.
  • Explain direct (or targeted) marketing and how this company uses the strategy for advertising their products.
  • Explain two types of unethical pricing practices and support such practices with examples. Is the company you researched guilty of unethical pricing? Offer an example of this company’s pricing to validate your assessment.
  • Determine how the article contributes to knowledge of targeted marketing ethics. How does it inform or illustrate concepts you have learned in this unit?
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Sample Answer

Direct Marketing Practices: A Review of Company X


Direct marketing has become an integral part of modern business strategies, allowing companies to reach their target audience more effectively. Company X, a prominent player in the industry, has successfully implemented direct marketing techniques to promote its wide range of products. This article review aims to explore the direct marketing practices employed by Company X, analyze potential unethical pricing practices, and assess how the article contributes to our understanding of targeted marketing ethics.

Company Overview

Company X is a multinational corporation that specializes in consumer electronics, including smartphones, tablets, and home appliances. With a strong emphasis on innovation and superior quality, Company X has established itself as a leading brand in the global market. The company’s products cater to a broad demographic, ranging from tech-savvy individuals to everyday consumers seeking reliable and cutting-edge technology.

Direct Marketing Strategy

Direct marketing involves a personalized approach to advertising, focusing on reaching specific individuals or groups. Company X employs various methods to implement this strategy effectively. One of their primary direct marketing practices is email marketing. By collecting customer data through online registrations or purchases, Company X creates targeted email campaigns tailored to the preferences and needs of individual customers. These personalized emailsoften include special discounts, product recommendations, and exclusive offers, enticing customers to make a purchase.

Furthermore, Company X utilizes social media platforms as a direct marketing tool. Through carefully curated content and engaging advertisements, they can reach a vast audience and establish a strong online presence. By analyzing user data and behavior, the company can create targeted ads that appear on users’ timelines, increasing the likelihood of converting them into customers. This method allows Company X to leverage social media’s immense reach to connect with potential buyers directly.

Unethical Pricing Practices

Unethical pricing practices can harm both customers and the reputation of a company. Two common examples of such practices are price fixing and price discrimination. Price fixing occurs when companies collude to set prices artificially high, limiting competition and depriving consumers of fair market prices. Price discrimination, on the other hand, involves charging different prices for the same product based on factors like location, demographics, or personal information. These practices undermine the principles of fairness and transparency in pricing.

While it is crucial to examine whether Company X engages in unethical pricing practices, there is no evidence to suggest that they are guilty of such behavior. On the contrary, Company X has consistently demonstrated a commitment to fair pricing. For instance, their flagship smartphone model is priced competitively compared to similar devices offered by their competitors. Furthermore, the company regularly offers promotions and discounts that are available to all customers regardless of their demographics or purchasing history.

Contribution to Targeted Marketing Ethics

The article under review significantly contributes to our understanding of targeted marketing ethics by highlighting the importance of transparency and consumer protection in direct marketing practices. It emphasizes how companies like Company X should prioritize providing accurate information to customers regarding pricing, product features, and any potential limitations. The article also illustrates the significance of ensuring equal access to promotions and discounts for all customers, thereby discouraging discriminatory pricing practices.

Moreover, this article aligns with concepts learned in this unit by emphasizing the ethical responsibilities that companies have towards their customers. It reinforces the notion that direct marketing should be conducted with integrity and respect for consumer rights. The case study of Company X showcases how an ethical approach to direct marketing can foster trust and loyalty among customers while positively impacting the company’s brand image.


Company X’s direct marketing practices exemplify the effectiveness and ethical implementation of targeted advertising strategies. Through email marketing and social media campaigns, they successfully engage with their target audience on a personal level, providing valuable information and enticing offers. There is no evidence to suggest any unethical pricing practices by Company X; rather, they have consistently demonstrated a commitment to fair pricing.

This article review has shed light on the importance of transparency and consumer protection in targeted marketing ethics. By informing consumers accurately and offering equal opportunities for discounts and promotions, companies can build trust and loyalty among their customer base. Company X serves as an excellent example of how ethical direct marketing practices can contribute to both customer satisfaction and business success.

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