Marketing is generally viewed as the process of promoting goods and services to the end user. We can think of this as McDonald's is advertising for its Big Mac in such a way that we feel we really need it for lunch. This demonstrates the marketing side of the marketing mix and is the element that most people identify with marketing.
Society is generally defined as the condition in which members of a community live together for their mutual benefit. Companies are more than the individual members that make up the group, but the sum of the collective. We are all members of a society and interact with other members of this community. So what is the impact of marketing in the company?
Negative Connotations of Marketing – They've Made Me Do It
Since society has gone from a subsistence economy (I grow my own food, make my own clothes, and I do not need anyone to help me) to a trade economy (I will grow food for sale, if you are going to make clothes to sell me), we had the challenge of marketing our products and other services (oh-oh, now that there are two people making clothes in my city, I'd better let people know why they should buy mine). And since this first sales pitch, there have been marketing criticisms; But many critics go further and claim that marketing has created false needs, promoted materialism, produced cultural pollution and allowed large companies to advertise. acquire significant political power. And there is an element of truth in all these affirmations. Companies that have not behaved in an ethical way have had a detrimental effect on society that ethical companies must now overcome.
And the Good?
But it's hard to deny the benefits that marketing has. The wealth of current technology is directly related to the sale of these items and the continued decline in prices caused by the promotion of computers, cell phones, GPS navigation systems, digital cameras, MP3 players, etc. Dozens and dozens of these types of products are commonplace today, but seemed luxurious to the wealthy a few years ago. In fact, most people living below the poverty line in the United States today live better than royalty 200 years ago – cars, heating and cooling, microwave ovens, cell phones, televisions and other amenities. Most importantly, most medium and large businesses now have large charitable giving and charitable giving programs that provide significant amounts of money and time to needy organizations that are making a difference in the community. lives of millions of people each year. Whether companies do this with a pure heart or that they need positive publicity, the result is the same – and many of the poorest people in society are better off for that.
Doing the right thing
the public grows more informed and educated, they hold businesses at a higher level than it once was. The abuses of workers that were common a century ago are not tolerated by society today. Today, corporate ethics policies guide decisions in the board room and in the marketing department so that the end user (that is, we) benefits from them. in many ways. Doing the right thing is a good policy because people want to do business with someone they trust and whom they respect. And companies that are exposed as cheaters, liars or abusers are usually rejected on the market (Enron, no matter who?).
In the end, even if there is a negative impact of marketing in the company, there is to balance it; and it's our job as a company to reward good ones with our purchases and punish nonconformist companies by neglecting them in the market. As we continue to do so again and again, we let big companies know that they will only make money when they honor their ethical policies and do the right thing on a consistent basis. In this way, we can make a difference in the marketing tactics used to influence our decisions. And it's a positive that we can live as a society.