The document discusses marketing and sources of consumer discontent. It notes that marketing involves creating, communicating, delivering, and exchanging offerings of value to customers. Areas of criticism of marketing include excesses like misleading packaging, objectionable advertising, and questionable selling practices. The document outlines the proper practice of marketing as identifying market opportunities and segments, targeting specific audiences, and developing appropriate programs. However, it acknowledges that some marketers create unnecessary consumer needs through their efforts and this can be a source of consumer discontent.

2. MARKETING AND DISCONTENTS
MARKETING: activity, set of institutions, and
processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at
large
DISCONTENTS: showing or experiencing
dissatisfaction or restless longing

3. AREAS OF MARKETING
CRITICISM Excesses
Expertness
Excesses Expertness
• Misleading
packaging
• Objectionable
advertising
• Questionable
selling
practices

4. MISLEADING ADVERTISMENTS
Garnier shampoo

5. MISLEADING PROMOTIONS

6. MISLEADING PACKAGING

7. TRUE PRACTISE OF MARKETING
Identification of market
opportunity
SEGMENT
Target Identification
TARGET
Program Development
PROGRAM AUDIENCE

8. MARKETERS CREATE THE NEED

9. MARKETING EFFORT AND
CONSUMER DISCONTENT
Segment with Need
AUDIENCE
Target of
TARGET Marketing
Program
SEGMENT
Audience reached by
Marketing Program

10. MARKETING CLUSTERS
CLUSTERS REACTIONS
Segment, Target, Audience Highly Satisfied
Segment, Audience Somewhat satisfied or
Frustrated
Target, Audience Highly distracted or
Irritated
Audience Somewhat distracted
Segment , Target Frustrated
Segment Frustrated

11. CONCLUSION