Does marketing do more harm to society than good?


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  • {"39":"Improves Quality of Life and general standard of living by offering a range of useful products/services at an affordable price (compare our lifestyles now versus the lifestyle of our grandparents. Also, America’s loss is China’s and India’s gain)\n1. As far as economic ideologies go, capitalism is the incumbent/preferred concept governing modern economic activity. (no need to quote/reference, its like saying that the sky is blue)\n2. Marketing is an essential feature of a capitalist economy. (looking for a reference)\n3. Therefore, if we continue to believe in, and practice capitalism (as opposed to communism or various forms socialism) and we believe in all the good things that arise from a free-market economy (social mobility, individual freedom, market-determined pricing, product variety, competitive environment in which the best products and the best managed companies survive/thrive, etc), then we must embrace the fact that marketing is an essential tool in growing and sustaining businesses in a capitalist economy (an inference/conclusion, no need for reference)\nSynonymous with capitalism, and brings with it all the benefits that a free-market (choice, competitive pricing, jobs, increase and diffusion of knowledge and technology, etc)Essential in growing prosperity and economic activity\nYes it is, because we live in a capitalist driven, free market economy.The benefits of marketing mirrors that of the capitalist utopia (personal freedom, freedom of choice, upward mobility, technological advancement, etc)\nChecks and balances are in place to protect the consumer, society at large and the environment from the negative impacts of unethical marketing practices.The internet is driving a growing movement of self awareness towards the negative impacts of unethical marketing practices. \nWhat this means is that with so much freely available information from advocacy groups, marketing tactics (especially unethical ones) will be under close scrutiny, and therefore will eventually be rejected, and the company that practices them will be rejected as well.\nMarketing, as a major function/activity of corporations, as well as a school of thought, is continually evolving in terms of it’s approach and execution (as illustrated in our first few slides). Given the accelerating rate of change of technology and increasing access to information, consumers are experiencing a corresponding change in attitudes and behavior. Companies will have to continually adapt their marketing strategies to appeal to their target audience, and not alienate them by adopting unethical marketing practices.\n","28":"Marketing is relevant\nWe would like to argue that it is. Even more so given the fact that our fates are intertwined with the relentless forward motion of a global, capitalist economy.\nIn fact all the criticisms that marketing activities have received over the years are in fact mirroring the criticisms against capitalism, and these criticisms indicate that the profit motive that is so vigorously defended by capitalists is in fact driven by avarice and greed.\nSo unless this happens ………..\nThe fact that both the former USSR and China have abandoned hard-core communism in the last 50 years proves that capitalism is here to stay, at least until something better comes along.\n","34":"Marketing is becoming transparent\nThe internet has been instrumental in disseminating and diffusing information. \nProduct information and corporate practices/policies are now not exclusively the domain of monolithic multinationals\nPeople are able to keep themselves well-informed and critically assess marketing claims/messages.\nThe barrage of marketing messages a person gets is leading to an immunity against marketing messages.\nIf someone says, Show Me The …., or pa-da-da-da-ta…I’m……, or Finger Lickin-…. Or, 755-25-….., would you immediately go out and buy the fast food promoted by those slogans?\nMarketing messages are quite often relegated to the annals of popular culture.\nThe consumer of today is far different from, and much savvier compared to the consumer of the golden age of Madison Avenue\nPeople now have access to so much information. Awareness of issues such as unethical marketing practices can be disseminated very quickly (chain emails, blog postings, facebook posts, etc)\n","35":"Marketing 1.0 - Product centric, came out of the industrial revolution\nMarketing 2.0 - Customer centric view ( Customer are passive targets of marketing) \nwere about how a brands products and services would serve its customers. Core if information technology.\nMarketing 3.0 - Driven by Globalisation. is about how a Brand connect with the human spirit of its customers who desire that they assume their fair share of social responsibility for issues that concern everyone (e.g., environment, hunger, poverty, human rights, health and well being etc.).\nWhat is value to the customer ?\nKey feature is participation & collaboration of customer – assisted by expressive social media (facebook, blogs, twitter, wikipedia, Craigslist)\nAllows individuals to reach out to very wide audience – previously only possible by large organisations. Increases the power of the individual.\nSocial media is the future of marketing communicaitons – low cost & bias-free\nCo-creation is the new source of innovation.\nCompanies don’t have full control of their brand any more.\n","36":"Technology drives the age of participation and collaboration – all done online\nGlobalization paradox, \nRise of communist China as a superpower\nMany 3rd world & communist countries are worse off with Globalisation then before\nGlobalisation creates global culture and also reinforces local cultures.\n","37":"The company strives to occupy the minds, hearts, and spirits of current and future customers.\nThe Company takes into account the company’s mission, vision, and values\n"}
  • Does marketing do more harm to society than good?

    1. 1. Kotler’s social definition: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others.
    2. 2. The Marketing Mix Product Life Cycle Segmentation, Targeting, Positioning Sponsorship Marketing Direct Marketing Brand Equity Marketing CRM CSR Marketing ?
    3. 3. Some say………. “ Too much resources and time are spent on marketing efforts such as branding & adverts rather than the actual product. “ “….advertising is…….an investment in cold hard equity. The more you spend, the more your company is worth.” - Naomi Klein, No Logo The negative impacts of this can be categorised into: • Impact on Consumers • Impact of Society • Impact on other businesses
    4. 4. Brands vs generics: Is it worth the extra dollars, to spend on a branded product when the same (generic) product offers matching qualities? The price paid for brands sometimes do not justify the quality and value of the brand.
    5. 5. Pain reliever: To be certified a "generic" by the Food and Drug Administration, a pain reliever has to have the same "active ingredient" as its brand name equivalent. i.e: the "active ingredient" in Advil is ibuprofen. The generic also has to have an efficacy rate similar to that of a name brand, usually within a 20 percent range.
    6. 6. Fashion: When it comes to "trend-of-themoment" items you'll only wear one season, there is NO point is spending hundreds of dollars. i.e: French designer label Balmain has fabulous autumn/fall dresses, which can cost you up to thousands of pounds! While similar style from ‘fashion-for-the people-
    7. 7. Gasoline: Studies have shown, in essence, that "gas is gas" -- that the gas at the two types of stations is essentially the same. i.e: The price difference between the gasoline at the name-brand stations, such as Exxon/Mobil, and "off-brand" stations can be about 20 cents a gallon. That amounts to USD$14 a month for the average driver, and that adds up to more than USD170 per
    8. 8. Consumers fall as victims of pervasive and ubiquitous marketing. Creating persuasive & manipulative marketing tactics that appeal to all consumers senses such as: • Meticulously select images and scenes that will associate their products and programs to desired, pleasurable, and optimum outcomes. • Carefully selected words that provoke your emotions and behavior toward buying their product or staying tuned to their program. • They diligently select songs to play along side the
    9. 9. TV Program The Bold and the Beautiful: Most watched soap opera in the world, originated from America which first premiered in 1987 •Preview clips of television programs do not accurately depict what actually happens. •Cut, paste, and match up different dialog and scenes to create a preview clip that is highly provocative and enticing. •It is not a truthful portrayal of what really happened.
    10. 10. Car •Toyota & Lexus, Chevrolet & Cadilliac, Honda & Acura, Volkswagen & BMW.. •None of these cars gets you to places much differently •Automobile advertisements have brainwashed consumers into believing that luxury vehicles will give us more prestige, confidence, and
    11. 11. •Popular stereotypes: all women are thin, scantily clad sex fiends, all men are rich, muscular, drive exotic cars, and drink only the finest Canadian beer, and that one is not socially acceptable if a specific popular stereotype does not apply directly to them •Readers of magazines, such as Seventeen, Cosmopolitan, Maxim, Esquire, etc. often develop self-esteem problems, because they want to look like the unrealistically portrayed models. •Models in women’s magazines are usually underweight and are often the cause of teenage girls becoming •Magazines contribute anorexic or bulimic. to the perception of self-esteem by portraying the perfect models and preying on impressionable youth.
    12. 12. Sex sells! : How marketing influence sex attitude and creates artificiality Video 1: Carl’s Jr. Ultimate Salad Lunch Date with Kim Kardashian The ubiquity and pervasiveness of sexualized marketing messages can lead to loosening of traditional moral values, and misconceptions of sexual behavior.
    13. 13. Marketing has often been criticized for a hedonistic life style and producing a consumer culture where products and services are the core of social identity at the expense of other “traditional” values. In other words, matter is the only substance.
    14. 14. Example: The culture in cities like Singapore, Hong Kong and Japan is extremely brand-conscious. Consumers are more concerned with the status symbol (the brands they carry) rather than fashion statements (the things they actually like).
    15. 15. Example: Having nothing at all but designer bags and Chi Wawa is enough!
    16. 16. Example: Long queues just to purchase a mobile phone! Strong marketing by Apple to influence consumer into buying Apple products.
    17. 17. We have chosen to “live better today” at the expense of our tomorrows, and our children’s tomorrows, by depleting our reserves, borrowing imprudently, deferring critical investments, and relying excessively on foreign resources. Too many people spend money they haven't earned, to buy things they don't want, to impress people they don't like. - Will Rogers (1879-1935)
    18. 18. Example : Buffet promotion. Wastage of food when customers are over ambitious of the amount of food they can consume.
    19. 19. Example: Average US woman owns 17 pairs of shoes. But despite owning so many pairs, only 3 shoe styles are worn regularly, leaving the other 14 languishing at the back of the wardrobe.
    20. 20. Children view a consumers. This Pester power is realized that the strings. lot of advertisement, this make kids better receptiveness translates into – Pester Power. the new buzzword in marketing. Marketers child is the key to loosen his parents’ purse-
    21. 21. Example: Fast Food and sugary cereals being advertised as good and healthy food for kids.
    22. 22. Example: Cigarette and tobacco companies continue to advertise heavily at retail outlets. The industry has to reach young people with the hopes to addict a new generation of smokers.
    23. 23. a. Marketing practices that create barriers to prevent, or discourage, other firms from entering the industry Brought about by three industry trends: • the first is price wars, in which the biggest mega chains systematically undersell all their competitors; • the second is the practice of blitzing out the competition by setting up chain-store "clusters." • the third trend is the arrival of the palatial flagship superstore, which appears on prime real estate and acts as a three-dimensional ad for the brand.
    24. 24. Example: The formula that has made Wal-Mart the largest retailer in the world: First, build stores two and three times the size of your closest competitors Next, pile your shelves with products purchased in such great volume that the suppliers are forced to give you a substantially lower price than would they would otherwise Then cut your in-store prices so low that no small retailer can
    25. 25. b. Unfair competitive marketing practices Kodak •controlled 96% of the film & camera market in the US at one time •following the development of its’ Kodacolor film, Kodak’s became not only the only manufacturer and seller of Kodacolor, it was also the only company that knew how to process the film as well – and parlayed that into its’ business strategy •as part of the purchase cost of Kodacolor, Kodak included a fee that would allow the customer to send in the film for processing and delivery •
    26. 26. Is marketing in its present form still relevant to today’s society given all the criticisms levelled against it? Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    27. 27. • Is the world better off today than it was a hundred years ago? • Do the majority of people today live with a higher standard of living? • Do they enjoy more comforts? • Do people suffer less sickness and disease? • Do people live longer? • Can you imagine not having running water, electricity, a car, cell phones, internet access, or toilet paper?
    28. 28. 1. Increased employment and personal income 2. Freedom of choice in consumption 3. Delivery of a standard of living 4. Creates aspirations 5. Tax payments for public purposes 6. Fundraising for events and causes 7. Development and Diffusion of Technology and Innovation 8. Integral to economic growth & prosperity 9. Increased awareness of important socio-political, medical and environmental issues
    29. 29. Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    30. 30. • Consumer advocacy groups (Consumers International, ICRT, CAP, etc) • Ethical Marketing (Fair Trade movement, AMA Code of Ethics, etc) • Consumer Protection Legislation • Environmentalism (Greenpeace, Earth Charter Initiative, etc) • Independent movements (Adbusters, WhiteDot, Campaign for Commercial-Free Childhood, Culture Jamming, etc)
    31. 31. Examples of society reacting to unethical marketing practices McLibel McDonald’s sued members of London Greenpeace for distributing a pamphlet that allegedly described the unethical activities that McDonalds engages in to market its products. The protracted lawsuit was eventually resolved in a judgement in favour of McDonald’s, but it created widespread awareness of the practices of large corporations that were detrimental to society, culminating in a film in 2005 and giving more momentum to various social activism movements. Reebok EasyTone Shoes Reebok commercials promised “better legs and a better butt with every step,” when wearing its EasyTone shoes. Workouts in the shoes were also  advertised to be up to 28 per cent more effective. In 2011, the US Federal Trade Comission recently settled a $25 million class Kevin Choo Shanmuga - whose - Gurmeet Singh - Vivien Lim action suit against- Reebok, Afiah HafizEasyTone and RunTone shoes were proven to be no better than the average running shoe.
    32. 32. Democratization effect of the internet on marketing •Small businesses can reach larger audiences at minimal costs •Products are being embedded with more value to consumers •Consumers are more empowered with easy access to product information Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    33. 33. Future of marketing The future is Human-Centric Marketing (Marketing 3.0) Marketing 1.0 Marketing 1.0 Product-Centric Product-Centric Marketing 2.0 CustomerCentric  Marketing 3.0 Human-Centric  Make the world a better place Industrial Revolution Satisfy & retain customer Information technology Transaction Based Customer Centric Participation / Collaboration & Co-creation One-to-many transaction One-to-one relationship Objective Sell Product Enablin g Force Key Attribut e Interaction with customer New technology Globalisation Creative Society Many-to-many collaboration Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010). Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    34. 34. Future of marketing The main drivers of Marketing 3.0 Paradoxes: • Consumers Technology are • Emergence of non able to enableeconomic capitalism independently co-creation en superpowers communicate • Economic integration mass with each doesn’t create equal other. economies • Globalisaiton creates a diverse culture Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010). Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    35. 35. Future of marketing Values-Driven Marketing is the best model for Marketing 3.0 Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010). Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    36. 36. Future of marketing Value based matrix of Timberland Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010). Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
    37. 37. Although modern marketing has it flaws, it is nonetheless even more relevant in today’s world where access to information is considered a birthright, and the flow of information has never been more fluid. Marketing, now more than ever, is relevant and important in today’s society.