How Marketing Affects Society

Mention the word “marketing” and immediately the average person would either think of a salesperson trying to convince another person to purchase his products or advertisements in the television or newspapers.

It is rarely that one would reflect on how marketing has affected him or society as a whole. In fact, it is often the case that the common man would look at marketing with the suspicion that it represents an effort to use every means possible to persuade him to buy something that may not even be useful or helpful for him just for the sake of making a profit.

An Obstacle that Must Be Overcome

Here is something interesting: even a marketing student has confessed that he does not like the marketing strategies being applied. He pinpoints the strategies that are based on studies of consumer behavior to convince people that they need something but would have lived quite well even without it.

This is a matter of opinion, of course, but there is a saying never to ask an encyclopedia salesperson if you need an encyclopedia. There is a gem of truth in this but many of those who have purchased an encyclopedia would testify to its importance. What it all boils down to is that what a person perceives to be a need, another person would think is a luxury.

The negative image of marketing in the minds of most people is an obstacle that its proponents must overcome. It is interesting to note that this challenge is one of the things that makes this subject interesting and profitable. Because if it were so easy to do, then everybody would be doing it and would not be that lucrative for marketing professionals.

Marketing is defined as the process for identifying the needs and wants of consumers and producing products and services that serve them. The usual tools for marketing are branding, advertising, sales promotion, direct marketing, public relations, and publicity. 

While it is evident that marketing has important uses, particularly in providing a link between the consumers and the products and services, it is the advertising and sales promotion aspects that have been often criticized. 

First of all, these tools employ strategies that attempt to influence consumer desires and behavior, particularly in teenagers and children. I am sure that many, if not most, parents have experienced their children asking them to buy a certain product after having seen an advertisement in  a television program they have been watching. 

Secondly, some believe that these promotional and advertising activities are geared towards influencing demand. And if demand increases, prices go up and along with it, profits. 

Yes, society may need marketing but some of its tools are questionable. While sales and advertising have become a part of daily life, their objectives remain questionable, particularly when they try to influence the desires and wants of adolescents and children. 

Sex in Marketing

Another problem often found in marketing strategies is the use of sex to sell. Marketers and advertisers know that sexually provocative ads tend to attract men and therefore usually show a sexy model when trying to sell products to them, such as cars, beer, and other alcoholic drinks. 

The problem is that even children and teenagers are exposed to these ads in television, posters, billboards, newspapers, and magazines. New studies have found a link between having sex at an early age and the adolescent’s exposure to these media with sexual content, thereby also causing a rise in the number of people with HIV infections.

Cigarettes and Marketing

Another concern about marketing and advertising are the efforts to encourage more and more people to smoke. This is further aggravated by the presence of cigarette ads on magazines that may be read by children and teenagers. Research has found that it is a common practice by tobacco firms to advertise in youth-oriented magazines. In cases where the law prevents them from directly marketing to the population who are not yet of legal age, the companies have found ways to show ads in retail stores and billboards near playgrounds and schools.

Junk Food and Marketing

As mentioned above, very rare is the parent who has not experienced a child asking from some kind of junk food that has just been advertised on TV. Apparently, these ads are effective because child obesity has been on the rise. 

Conclusion

While marketing has made important contributions to society, it has also come with some negative effects. What can be seen here is that it is the person or entity using marketing that makes it good or bad. It is up to society to ensure that this tool is not used in ways that go against ethical standards.