Brenkert's Criticism Of Marketing

Superior Essays
1. Some ethical challenges marketers face is trying to the right thing. They know right from wrong but sometimes doing what is wrong is easier and what will get them moeny. For example, targeting vulnerable individuals is not right, like the elderly or children. Marketers will try to sell them goods through their weaknesses and that is not fair. The vulnerable individual may not think anything thing of it because they have no control over their behavior, but the fact of the matter is that this type of advertising is not right and marketers should know that. Brenkert brings up many criticisms dealing with marketing. These criticisms include, the use of sex, promotion of unhealthy body images, use of fear, deception, invasion of privacy, targeting …show more content…
How Brenkert defines the social practice of marketing is when marketers coordinate activities that grabs the attention of a society member by focusing on something of value to them to fulfill the marketers goal of their organization. Brenkert defines the social practice of marketing as, “A set of coordinated activities that, in response to background interrelations between marketers and society members, are designed to create, communicate, and convey, through voluntary exchanges, something those targeted will value, and to do so in ways that fulfill the objectives of marketers and/or their organizations” (Brenkert, Pg. 13). The central features of marketing, according to Brenkert are goal orientated action, capacity for responsible choice, instrumental relatedness, and competition. Marketing is like one big game, because marketers are competing with other marketers to promote their products. So if you know how to market well and establish a goal on how to promote your product or service it will be bought. It is important to remember, according to Brenkert, that marketing is a form of voluntary exchange and that people are not forced into purchasing products. The values that are involved with marketing are autonomy, freedom, justice, trust, truth and …show more content…
“The Marketing Concept” is the most commonly cited guideline to figure out the customers’ wants and needs. It shows how marketers should go about their business. Levitt describes it as, “the idea that success is most assured by responding in every fiscally prudent way to what people actually want and value” (Levitt, 1986: 215). An example of a business displaying “customer satisfaction” is Burger King. They advertise with the motto “Have it Your Way”, implying that it is all about making the customer happy. Many businesses have adopted this method. But according to “The Marketing Concept” these statements aren’t intended to imply that marketers are just all about satisfying the customer, but also customer orientation and the customers needs need to be brought throughout the firm are also important. But the main focus of “The Marketing Concept” is on satisfying the customer. Some different ways a person might interpret the idea of customer satisfaction is distinguishing between interests or needs when it should be wants or desires. Marketers limit their pursuit of customer satisfaction by only looking at their wants and desires, because they are the ones that are directly shown in the marketplace and by the purchases of customers. According to Brenkert, there are five main problems with the marketing concept. The first problem is that marketing should be about customer satisfaction, but with the marketing concept it focuses more on developing advantages over their

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