TABLE OF CONTENTS Marketing practice is the subject of criticism and debate that essentially revolves around two themes:
Aspects of business malpractice are frequently associated with, or grouped under the umbrella of marketing. This is due to a misconception of marketing's true meaning. Added to this is the fact that marketing orientation, which puts customers at the centre of business activity, grew out of sales orientation. Sales orientation puts production at the centre, and its philosophy is the sharp practice of selling excess production by forceful means as discussed in Chapter 1.
Social commentators question the ethics of marketing and its place in our social system. In a world of finite resources, they query whether we might be devoting too much to the gratification of materialistic wants to the detriment of the social good. It is suggested that marketing creates artificial wants and resources channelled into competitive advertising; branding and packaging are a waste of money and might be better employed elsewhere.
It is, however, acknowledged that marketing is not merely a business practice, but a social influence that can be used to improve the quality of life in its widest sense. This influence should not be patronising; rather it should be exercised in cooperation with the individuals and groups who are consumers of marketing's offerings.
Linked to the idea of marketing as a beneficial social force, is the extension of functional marketing into non-commercial activities. The pursuit of customer satisfaction is a valid aim irrespective of the profit motive. Marketing...
