One View About Marketing

The term marketing is derived from a word “market”; which, means a place where vendors and buyers come together to exchange different commodities. A bunch of various techniques hired by companies to sell their products by creating consumer’s interest is commonly known as marketing.

Marketing is a way of communication between producer and consumer; in which manufacturers produce goods considering the needs of people; whilst, on the other hand buyers transfer their choices and preferences to producers in the form of upward and downward slopping demand curves.

According to Phil Knight, CEO of Nike, “Now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool” (Phil Knight, CEO of Nike in the late 1980s). The concept of marketing is originated with the transactional activities of a man. We, human are interdependent on each other for our needs; because nature has not bestowed everyone with all faculties; some are physically weak while others are strong; some are rich and others are poor, etc. This shows that a nature has not distributed its resources equally; and that is the reason because of which people has to exchange their abilities and products with each other. From this point one has to hire the concept of marketing; in order to exhibit what he possesses.

So, it is pertinent to say that: “Marketing is comprised of all activities involved in the transfer of goods from the producer to seller and then to the consumer or buyer.” In late 19th century, marketing emerged as a separate technical field of study. The emergence of marketing as a separate entity divided scholars into two streams: one group of intellectuals favor marketing techniques; whilst the other opposes it severely.

Social critics claim that: “Certain marketing practices upset individual consumers; for example, big companies violate human rights in the poverty stricken countries like India, Pakistan, and Sri lanka, etc.” To make this point more clear let’s take an example of Nike, Inc; which is the giant of sportswear and equipment supplier; and has been criticized sporadically by human rights activist; for the use of child labor in Cambodia and Pakistan in factories it contracted to manufacture soccer balls.

In addition, there are many marketing techniques like: deceptive practices, excessive marks up, and exploitation of labor, etc; that harm the interest of individual, society as a whole, and other business firms.

Similarly, marketing is responsible to create evils like materialism, inferiority, and superiority complexes in the society; and also increases the gap between poor and rich; as people belonging to lower and middle class cannot afford products of big brands like Nike, and Toyota, etc.

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One response to this post.

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