Marketing and Society

Marketing and Society

 

Presented by: Berdibek k.J.

Marketing and Society

 

Marketing is the management process of anticipating, identifying and satisfying customers requirements. The various conventional marketing tools- advertising, branding, direct marketing, sales promotion, publicity and public relations.

Society can exist without Marketing, but Marketing cannot exist without Society.

Ideas of marketing

 

 Marketing - a human activity aimed at

meeting the needs and wants through exchange.

• 1. The initial idea underlying marketing is the idea of ​​human needs, where the term "need" (нужда).
• 2. The second original idea of ​​marketing - the need (потребность).
• 3. Demand

 

 

Fist idea of marketing

 

 

  The term "need" is the feeling of lack of man anything. People's needs are diverse and complex. This physical needs for food, clothing, warmth, safety, and social needs in spiritual intimacy, influence, and attachment, and personal needs for knowledge and self-expression. They are the initial components of human nature.

Second idea of marketing

 

The need - the need to adopt a specific form in accordance with the level of culture and personality of the individual.

To meet the needs of manufacturers are taking concerted action to stimulate the desire for goods. Figure does not create a marketing need, it already exists. For example, a manufacturer of information systems can be considered that the customer wants his information system, while in fact the consumer looking for information. People's needs are unlimited, but the resources to meet them are limited. So that people will choose the products that gave him the greatest satisfaction within its financial capacity.

Third idea of marketing

 

 Demand - the need, backed by purchasing power. It is easy to list the demands of a particular society at a particular time. However, demand - not a reliable indicator, because it is changing. In place of choice is influenced by changes in prices and incomes. Person chooses product set of properties which gives it the highest satisfaction for that price, according to their specific needs and resources.

Product manufacturers have to look for customers, they want to sell a product, find out their needs and then create a product, how to better meet their needs.

Effect of Marketing on society

 

Marketing and society, the commensuration of the two words raises a few eyebrows, as it is highly debatable. On the one hand, Society thrives on the marketing efforts of the Companies, while another school of thought argues that marketing makes the society more materialistic. Today, striking a balance between the two is the challenge faced by the marketers.

Ethical expectations are a vital part of business environment. The society expects the business to be ethical and desires corporate executives, at all levels to apply ethical  principles- in other words, guidelines as to what is right and wrong, fair and unfair, and  morally correct- when they make business decisions.

 

The role of marketing in the economy

 

 The role of marketing in the economy - increasing its trade and operational efficiency. At the present stage of marketing is understood as an expression of the market-oriented management style of thinking, able not only to respond to the development of market conditions, but also the most to change the parameters of the environment, providing access to the market, the expansion of the market, security market.

“Selling nakedness with Clothes”  

 

 

 Advertisers are traditionally use techniques to which children and adolescents are more

susceptible, such as  product placement in TV shows, tie-in between movies and fast food  restaurants, to

mention a few. It's all a  kids play anyway with today's youngsters having  profound influence over purchases

in all kinds of product  categories. They have become the  center of aspirations of the family. Therefore there

exist many marketing   evils that lure  people to buy even when not required.  The picture of the relationship

between marketing and  society is, however, contested. 

Marketing has often been criticized for encouraging excessive consumption,

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.  Just as in an under developed economy, marketing an

be  an avenue for publicity of  indigenous products and services thereby generating income, similarly in

developing and  developed economies, where competition for the share of the customer's pocket is high,

marketing can lead to attitudinal and lifestyle changes and problems. The Wimpy's or Narula's ads offers

free  ice-creams to students who have excelled in their  examinations, free collectible coupons or tattoos

inside chips packets, and other such  advertising  gimmicks. These tactics do not add any value to the

product being offered but  only lure consumers to buy a 

product they otherwise may not have bought- leading to  another group of people who entice these

Students  to enroll for a weight reduction  Programmed!  Is  this a way to contribute  to the society?

 

Making Bucks Ethically

 

Look at Starbucks marketing policy:

“Marketing to Youth Starbucks customers are people of diverse ethnic,

income and age  groups with varying tastes and interests. They

embrace the  diversity and strive to provide  excellent customer

service by offering  products that are relevant to their customer base

and  their varying interests  and tastes, including some products which

may appeal to young  people. While the Company's overall marketing,

advertising and event  sponsorship efforts  are not directed at children

or youth, Starbucks  has a long history of supporting community

activities and events  important to their customers, including young

people. 

 

Conclusion

 

 

 Marketing affects all of our lives. The basic concepts for marketing are: needs, wants, needs, goods, exchange, trade and market.

Marketing Management - is the analysis, planning, implementation and monitoring of activities designed to establish, strengthen and sustain beneficial exchanges with target buyers in order to achieve certain objectives.

Almost marketing activity has a great impact on the people and as buyers and as sellers, and as citizens.