1. Marketing Defense Paper
MKT 4450 - Chelsea Combe
What is Marketing?
Marketing is, and has always been, a fundamental function of business. Throughout
history, marketing has been recognized as the “performance of business activities that direct the
flow of goods and services from producers to consumers” (American Marketing Association
[AMA], 2008). Although this definition is representative, the role of marketing is constantly
evolving. Today the activity of marketing goes beyond the realm of business. Nancy Costopulos,
Chief Marketing Officer of the American Marketing Association, stated, “Marketing is no longer
a function – it is an educational process” (AMA, 2008). I am proud to be a marketer, and I will
gladly identify with the role of marketing in today’s society. To me marketing stands for action,
value, creativity, and forward thinking. Marketing is an opportunity for me. An opportunity to
make a difference. As a marketer today I have the power and compassion to make a positive
difference in not only my own life but in the lives of others. One day I would love to work in the
wedding or outdoor industries. Leonard (2009) stated that the objective is to demand an intention
of living with balance in order to find a life of greater purpose, fulfillment, and satisfaction. I
hope to bring this objective with me into my future career and empower the industry for which
I’m working in, as well as society at large. I believe in simplicity, community, nature, and a
healthier tomorrow. No matter where my career in marketing takes me, I hope to carry and share
my beliefs with everyone around me.
How is Marketing Contributing to Society?
“Ever since Josiah Wedgwood invented marketing a few centuries ago, it has been used
to increase productivity and wealth” (Godin, 2009). Although this is true and has been very
beneficial to our economy and society, wealth and increased productivity are only a small
contribution. Today the role of marketing is focused around transparency, communicating
quality products and processes, and the well-being of society. Marketing’s contribution is vast,
never ending, and more powerful than ever before. According to Godin (2009) marketing
contributes to society by telling a story that spreads, influencing people, and changing the actions
of individuals and society. Marketing has become a gateway for individuals to become a part of
something bigger and more meaningful. It helps individuals in all types of communities find
“happiness, status, identity, and meaning in experience” (Wallman, 2014).
In May I will be graduating from the University of Wyoming with a bachelor of science
in marketing. Throughout my career I will devote myself in being ethical, trustworthy, and
transparent in everything I do. I want to build and maintain lasting and strong relationships with
my customers and deliver them the highest value possible. No matter what company I work for, I
hope to have the strength and courage to stand up for what’s right. In doing this I will uplift and
inspire the community to make healthier, more meaningful decisions each and every day.
According to Anderson (2011) there are opportunities out there to interact with people and bring
them together. Most of all I want to look back on my contribution to society and see that I have
empowered people to make America and the World a happier, more connected place.

2. How do You Respond to Consumerism?
Overconsumption
America has become predominantly consumer driven. According to Graaf, J.D., Wann,
D., & Naylor, T. H. (2014) our society is living in an “age of stuff”. Our consumer driven society
has become unhealthy, depressing, and stressful. However, “we are so much more than
consumers” (Leonard, 2010, p. 154). According to Leonard (2010) we have been spending our
resources in the wrong place, but that’s something we can change. As a marketer I will influence
and challenge our society to make a positive change for future generations. According to
Leonard (2010) this can be done by prioritizing social and individual well-being over hyper
consumption. I want to inform and educate our society about the effects of overconsumption. By
making consumers feel as if they are a part of an evolutionary movement, I think I can help
guide society in becoming more focused on other activities and goals.
Planned Obsolescence
Brooks Stevens, and American industrial designer, defined planned obsolescence as
“instilling in the buyer the desire to own something a little newer, a little better, a little sooner
than is necessary” (Leonard, 2010, p. 161). According to Leonard (2010) it continues to plague
our culture today. As I pursue my career in marketing I will encourage business to eliminate
waste and put a stop to any type of manipulative practices. I will also encourage consumers to
recycle their unwanted/damaged goods.
Ubiquitous Advertising
“Today, advertisers enlist psychologists, neuroscientists, and even trendy consumers
themselves to figure out how to best reach and influence more shoppers. Their main intent is to
make us feel bad about what we have or what we lack, and to make us want to purchase some
specific thing to make us feel better” (Leonard, 2010, p. 164). As a marketer, I will advocate
transparency. I will help redefine society’s perceptions of wants and needs. Throughout my
career I will stand for changing the actions of individuals and society as a whole, and I will
practice changing consumer behavior that is beneficial to all including the environment.
Stuff vs. Values
As a marketer I want consumers to realize that it is their responsibility to decide what’s
important. Consumers need to know that what they consider important reflects them and who
they are as individuals. According to Leonard (2010) its time spent with our loved ones and the
experience of the beautiful natural world that makes us happy. My marketing strategies and
tactics will reflect this, and I will also aspire to life my life in this way.
Targeting Kids
While pursuing my career I will strive to “go back to old family values” (Graaf, J.D.,
Wann, D., & Naylor, T. H., 2014, p. 50). The truth is “stuff” does not define the happiness of
children. Their imaginations are powerful and their energy is one-of-a-kind. Why should
business and profit driven organizations take from that? As marketers we should be reaching out
to children and their families in an honest, relationship building way. As a marketer I will focus
on building a brighter future for children, where they won’t have to worry about being misled or
manipulated. If anyone deserves a change in practices, it’s children.

3. BIBLIOGRAPHY
American Marketing Association. (2008). The american marketing association releases new
definition of marketing. Chicago, IL.
Anderson, J. (2011). Is marketing the evil empire? UX Magazine, Article No. 658. Retrieved
from http://uxmag.com/articles/is-marketing-the-evil-empire
S Godin. (2009, February 23). Is marketing evil? [Web log comment]. Retrieved from
http://sethgodin.typepad.com/seths_blog/2009/02/is-marketing-evil.html
Graaf, J.D., Wann, D., & Naylor, T. H. (2014). Affluenza: How over consumption is killing us –
and how to fight back (3rd mutation). San Francisco, CA: Berrett-Koehler Publishers, Inc.
Leonard, A. (2010). The story of stuff: How our obsession with stuff is trashing the planet, our
communities, and our health – and a vision for change. New York, NY: Free Press.
Wallman, J. (2014). 7 rules for selling in a world that has enough stuff. Fast Company.