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Professionals marketing professionals promote products and services in order to educate and persuade consumers to purchase them. Many consumers believe that marketing satisfies their needs by developing and promoting products and services that they need. However, some consumers believe that marketing professionals create needs by promoting products that they do not actually need. Using the Internet, respond to the following: · 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.

Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation. By Saturday, June 10, 2017.

Paper For Above instruction

The relationship between marketing and consumer needs is complex and multifaceted, involving both the satisfaction of existing needs and the potential creation of new ones. Marketing, at its core, aims to inform and persuade consumers about products and services that may fulfill their desires and solve their problems. However, the question arises whether marketing genuinely satisfies needs or actively creates artificial needs, a debate that has persisted for decades.

Many marketing professionals contend that their strategies primarily serve to inform consumers about options that already exist, thus satisfying pre-existing needs. For example, when a consumer recognizes the necessity for a particular product, marketing efforts can reinforce this recognition and facilitate the purchase decision. This perspective is supported by the traditional view that marketing helps consumers identify and access goods that improve their quality of life (Kotler & Keller, 2016). Consequently, from this standpoint, marketing is a tool that aligns with consumers’ genuine needs, assisting them in making informed choices.

Conversely, critics argue that marketing can be manipulative, often creating needs or desires that previously did not exist. By employing psychological tactics, advertising can generate a sense of lack or inadequacy, compelling consumers to purchase products to fill perceived gaps. For instance, advertising for luxury goods or beauty products often targets vulnerable populations, suggesting that owning such products will lead to happiness, social acceptance, or improved self-esteem (Hastings et al., 2018). This phenomenon exemplifies the "dark side" of marketing, whereby it stimulates unnecessary consumption and contributes to materialism.

The "dark side" of marketing encompasses unethical practices such as false advertising, exploitative targeting, and manipulation of consumer psychology. An example of this is the case of Volkswagen’s emissions scandal, where the company manipulated test results to appear environmentally friendly while continuing to emit pollutants beyond legal limits (Hotten, 2015). This unethical behavior not only deceived consumers but also compromised environmental standards, demonstrating how corporate greed and unethical conduct can be disguised as effective marketing. Similarly, the fast-food industry has faced criticism for marketing unhealthy foods, especially to children, contributing to the rise of obesity and related health issues (Harrington et al., 2018). These practices highlight how the pursuit of profit can sometimes overshadow ethical considerations.

Other companies have engaged in deceptive marketing strategies to bolster sales, often at the expense of consumer trust and corporate integrity. For example, Enron’s fraudulent accounting practices misled investors and regulators, ultimately leading to a collapse that damaged countless stakeholders (Healy & Palepu, 2003). Although not directly marketing in the traditional sense, Enron’s case underscores how corporate misconduct driven by profit motives can tarnish ethical standards and harm societal interests.

In conclusion, while marketing has the power to satisfy genuine consumer needs by informing and facilitating decisions, it also possesses a "dark side" marked by manipulation and unethical practices. The ethical conduct of companies is crucial in maintaining consumer trust and long-term sustainability. Responsible marketing should prioritize transparency, honesty, and social responsibility to ensure that the interests of consumers and society are protected from exploitation.

References

Healy, P. M., & Palepu, K. G. (2003). The fall of Enron. Journal of Economic Perspectives, 17(2), 3-26.

Harrington, N., et al. (2018). Marketing and health: Addressing challenges of promoting healthy behaviors. Public Health and Nutrition, 21(2), 300-308.

Hastings, G., et al. (2018). Marketing and consumer psychology. In G. Hastings (Ed.), The Routledge Companion to Advertising and Promotion (pp. 45-67). Routledge.

Hotten, R. (2015). Volkswagen: The scandal explained. BBC News. https://www.bbc.com/news/business-34324772

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.