Assignment 2 Discussion – The Dark Side Of The Marketing Pro

Assignment 2 Discussion—the Dark Side? Marketing Professionals Promote

Examine whether marketing creates or satisfies consumer needs. Describe the “dark side” of marketing. Cite examples of companies that have compromised their ethics or values for increased sales and profits. Write your initial response in 300–500 words, thoroughly addressing all components of the discussion question, including citations in APA style, with accurate spelling, grammar, and punctuation. Review and comment on at least two peers’ responses, contributing substantive, relevant, and respectful feedback that adds value and demonstrates ethical scholarship.

Paper For Above instruction

Marketing is a vital business activity that plays a crucial role in shaping consumer behavior and satisfying their needs. However, the extent to which marketing creates or satisfies consumer needs remains a topic of ongoing debate. Some scholars contend that marketing primarily amplifies pre-existing needs—helping consumers recognize and articulate desires they already possess—while others argue that marketing can manipulate perceptions and create artificial needs that did not previously exist (Kotler & Keller, 2016).

Historically, marketing has been instrumental in identifying and fulfilling consumer needs across various industries, from basic necessities such as food and clothing to discretionary consumption like luxury goods and entertainment. For instance, companies like Apple have effectively met existing consumer desires for intuitive and innovative technology, thereby satisfying needs for connectivity and productivity (Fulton et al., 2018). In this context, marketing functions as a conduit that channels consumer demands toward products that genuinely enhance their quality of life.

Conversely, critics argue that marketing can also foster needs that are socially constructed or artificially created, leading consumers to believe they require products or services that are not essential. A prominent example is the fashion industry, where marketing campaigns often promote fast fashion at the expense of sustainability and ethical standards, compelling consumers to perceive new clothing as a necessity rather than a luxury (Joy et al., 2012). Such marketing strategies can lead to overconsumption, waste, and environmental degradation, exposing the darker side of marketing practices.

The "dark side" of marketing is characterized by unethical and manipulative behaviors aimed solely at increasing sales and profits, often at the cost of societal well-being and corporate integrity. One notorious example is the tobacco industry, where companies like Philip Morris employed deceptive marketing practices to target vulnerable populations and obscure the health risks associated with smoking (Proctor, 2012). Similarly, the marketing of sugary cereals and soft drinks to children has been heavily criticized for exploiting their impressionability, contributing to childhood obesity and related health issues (Harris et al., 2009).

Another example involves fast fashion retailers such as H&M and Zara, which have faced backlash for environmental harm and unfair labor practices. These companies have prioritized rapid product turnover and profits over ethical considerations, engaging in practices that undermine environmental standards and exploitation of workers in developing countries (Fletcher & Tham, 2018). Such behaviors reflect a disregard for social responsibility in pursuit of financial gains.

In conclusion, marketing can both satisfy and create consumer needs. While it plays an essential role in connecting consumers with products that improve their lives, it also has a darker side characterized by manipulative and ethically questionable tactics. Recognizing this duality is vital for marketers committed to ethical practices and sustainable business models that prioritize societal well-being over mere profit maximization.

References

• Fletcher, K., & Tham, M. (2018). Fashion and sustainability: Design, production, consumption, and ethics. Routledge.
• Fulton, J., Timmerman, T., & Smith, R. (2018). Innovation and consumer demand. Journal of Business Strategy, 39(2), 55-62.
• Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404-413.
• Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-295.
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
• Proctor, R. N. (2012). The history of the tobacco industry. Tobacco Control, 21(2), 151-155.