This document discusses several societal impacts of marketing communications. It argues that marketing can distort natural competition through high barriers to entry, acquisitions of competitors, and political influence. It also claims that marketing can lead to inflated prices, deception of consumers, pressure selling techniques, unsafe products, planned obsolescence, and disadvantages lower-income consumers. The document advocates for more sustainable marketing focused on real consumer benefits through honest and complete communication.

1. Societal Impact of Marketing Communications MKT4007

2. Is it Strong? Weak? The source of all evil? Subliminal and pervasive?

3. The problem Marketing Materialism False Wants “Cultural Pollution” Political Power No Social Goods

4. Distorted Competition Natural competition is distorted because: High barriers to entry (brands?) Acquisition of competitors Collusion Political influence

5. High Prices Inflated Prices through Marketing Mark-up Segmentation Targeted products

6. Deception Various deception tactics, such as False pricing claims Deceptive (“bulked”) packaging Untrue claims/ “omissions” in comms

7. Selling Deceptive Sales techniques, especially Focus on high-pressure selling Deceptive sales techniques

8. Bad Products Inferior or unsafe products, because Poor training Poor safety mechanisms “ Made in XYZ” syndrome Potentially harmful products

9. Product Lifetime Obsolescence “Conned” into buying new products because: Need for replacement before obsolete Style-slaving Feature manipulation

10. Disadvantaged Consumer Whammy Products suited for affluent markets: “ Poor” pay more (PAYG) Weblining

11. Actions against marketing Selling practices Advertising decisions Channel decisions Product decisions Packaging decisions Price decisions Competitive reaction decisions

12. Remember... You

13. The “tricky triangle” Society & Welfare Company & Profit Consumers’ Wants

14. Product Classification Consumer Benefit Consumer Satisfaction Low High High Pleasing Products Deficient Products Desirable Products Salutary Products

15. Sustainable Marketing Marketing focused on real consumer-orientation Products which provide real improvements for the consumer Companies mission driven by societal needs, not product(s /categories ) Hones, truthful and complete communication