Marketing and Society
In working to meet the consumer's requirements, marketers can take some actions that are not accepted by all publics or consumers within the social sector. Marketing managers ought to understand the criticism that the marketing function can encounter. By understanding the criticism, the manager is more prepared to respond to it in a proactive manner. Some of the criticism is reasonable; some is not.
The initial criticisms of the marketing function with respect to the influence on individual consumers have been categorized as being: (1) deceptive practices; (2) high prices; (3) shoddy or unsafe products; (4) high- pressure selling; (5) planned obsolescence; and (6) poor service to disadvantaged consumers. These criticisms have come from a failure to meet particular consumer welfare needs.
In general, individual set of criticisms is directed toward the marketing function by society. Criticism from this larger public body includes comments on making: (1) too few social goods; (2) false want and too much materialism; (3) too much political power and (4) cultural pollution. Furthermore critics have also pointed out that marketing's influence on businesses cannot be good either. Marketing is accuse of harmful competitors and dropping competition by creating barriers to entry, attainment of competitors, and utilizing unfair marketing practices.
Concerns regarding the marketing function have led action groups to join in consumer and environmental movements and to shape protest organizations. Marketing's response to social criticism and action groups has mainly been positive and proactive. Several companies that were originally opposed to legislation and social movements that were produced to address consumer complaints have recognized a need now for positive consumer, education, information and protection.