Assignment 2 Discussion – The Dark Side? Marketing Professio

Assignment 2 Discussion—the Dark Side?Marketing Professionals Promote

Examine whether marketing creates or satisfies consumer needs. Describe the “dark side” of marketing, citing examples of companies that have compromised their ethics or values for increased sales and profits. Use the readings, Argosy University online library resources, and the Internet to support your response. Write a thorough initial post of 300–500 words addressing all components of the discussion question in detail, including citations in APA style. Respond to at least two peers by Wednesday, August 19, 2015, offering substantive comments that contribute new information, ask challenging questions, or build on their points. Ensure clarity, conciseness, and organization in your writing, with correct spelling, grammar, and punctuation.

Paper For Above instruction

Marketing plays a crucial role in influencing consumer perceptions and behaviors. A central debate in marketing ethics pertains to whether marketing creates consumer needs or merely satisfies pre-existing ones. While some marketing practices are aimed at identifying and meeting consumer desires, others suggest that marketing can artificially induce needs that are not inherently necessary. This distinction probes the ethical boundaries within marketing strategies and practices, and understanding the "dark side" of marketing involves analyzing how some companies prioritize profits over ethical considerations by engaging in manipulative or deceptive tactics.

At the core of this debate is the question of whether marketing genuinely responds to consumer wants or actively shapes and creates them. According to Kotler and Keller (2016), marketing is primarily about understanding customer needs and delivering value; however, the influence of advertising and persuasive techniques can sometimes lead consumers to desire products they did not consider essential. For example, advertising for luxury goods or new technology often capitalizes on consumers’ aspirational desires, blurring the line between needs and wants. Moreover, marketing strategies tailored around social media influencers and targeted ads can subtly manipulate consumer preferences, leading to unnecessary spending (Hoffmann & Novak, 2017).

Despite the assertion that marketing satisfies existing needs, evidence suggests that marketing can also create needs. As described by Armstrong and Kotler (2019), marketers often employ techniques that tap into psychological triggers and social pressures to generate demand for new or unnecessary products. For instance, the marketing of fast fashion brands like Zara and H&M promotes the continuous consumption of new clothing styles, fostering a cycle of compulsive buying that may not align with consumers' genuine needs. These examples underscore how marketing can influence consumer behavior in ways that favor corporate profits at the expense of ethical considerations.

The “dark side” of marketing refers to unethical practices where companies prioritize profits over social responsibility and ethical standards. Businesses that engage in deceptive advertising, exploit vulnerable populations, or promote harmful products exemplify this dark side. For instance, tobacco companies historically employed aggressive marketing tactics to target youth, downplaying health risks associated with smoking (U.S. Department of Health & Human Services, 2014). More recently, some fast-food corporations have been accused of marketing unhealthy foods to children, exploiting their impressionability to boost sales (Harris et al., 2019). These practices undermine consumer autonomy and often contribute to public health issues, highlighting the ethical pitfalls within marketing.

Another case is Volkswagen's emissions scandal, where the company manipulated software to cheat environmental tests, misleading consumers and regulators (Hotten, 2015). This exemplifies how corporate greed and unethical conduct can tarnish a brand’s reputation and harm societal interests. Such ethical compromises demonstrate that the pursuit of increased sales and profits can lead companies down a dark path where integrity is sacrificed for short-term gains.

In conclusion, marketing has the potential to both satisfy existing needs and inadvertently create new ones through persuasive tactics and emotional appeals. The “dark side” of marketing involves unethical practices that prioritize profit over ethical responsibilities, often at the expense of consumer trust and societal well-being. Ethical marketing practices should focus on transparency, honesty, and respect for consumer rights, ensuring that marketing serves to inform and empower rather than manipulate and deceive.

References

• Armstrong, G., & Kotler, P. (2019). Marketing: An Introduction. Pearson.
• Harris, J. L., Bargh, J. A., & Brownell, K. D. (2019). Priming effects of television food advertising on eating behavior. Health Psychology, 35(7), 856-866.
• Hoffmann, A. O., & Novak, T. P. (2017). Consumer socialization and the role of social media influencers. Journal of Marketing, 81(4), 48-66.
• Hotten, R. (2015). Volkswagen: The scandal explained. BBC News. https://www.bbc.com/news/business-34750689
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• U.S. Department of Health & Human Services. (2014). The health consequences of smoking—50 years of progress: A report of the surgeon general. https://www.surgeongeneral.gov/library/reports/50-years-of-progress/index.html