Name: Shirl Fayson-Miles
Date: October 4, 2011
APA Citation of the Source:
Rhee, E.,& McIntyre, S. (2009), How current targeting can hinder targeting in the future and what to do about it, Journal of Database Marketing & Customer Strategy Management, 16(1) 15-28, Retrieved on October 2,2011 from Business Source Complete Database.

Part 1: Synopsis of the article:
This article discusses how current targeting of customers by a direct marketing firm can result in misleading models of customer response due to the truncation of observations for the customers who are not contacted, as well as the inevitable mis-specification of the explanatory variables in the models.
The authors discuss the importance of adopting a diversity of different nations’ populations and, encourage advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, the article states that while such targeting has been favorably received among the targeted minorities, it has also engendered unfavorable reactions among majority members.

Part 2: Analysis of article based on the course topic:
This article is relevant to the course content because it focuses on the importance of determining relative concentration of a product's consumers in mass media audiences and the vital element in targeting, as it reflects consumer motivation. As we are participating in the simulation market game, it has been very important to understand our targeting market and ensure that we are able to meet their needs.
The article also discusses the growing diversity of different nations' populations and the encouragement to advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted. In the simulation game, we have discovered that diversity