Critics have also assumed that some companies practice planned obsolescence, causing their products to become obsolete before they should actually need replacement Some producers have been accused of using materials and components that will break, wear, rust, or rot sooner than they should Other companies are charged with perceived obsolescence- continually changing consumer concepts of acceptable styles to encourage more and earlier buying Marketers respond that consumers like style changes; they get tired of the old goods and want a new look in fashion, or they want the latest high-tech innovations Most companies do not design their products to break down earlier, since they don’t want to lose customers to other brands o They seek improvement to ensure that products will consistently meet or exceed customer expectations Marketing’s Impact on Society as a Whole Marketing system has been accused of adding to several “evils” in society at large Advertising has been special target of many of these accusations False Wants and too Much Materialism Critics have charged that the marketing system urges too much interest in material possessions o North American’s love affair with worldly possessions is not sustainable People are judged by what they own rather than by who they are o Critics call this “rampant consumerism” Marketers, critics claim, stimulate people’s desires for good and create false wants and materialistic models of the good life- a distorted interpretation of the “American Dream” Marketers are most effective when they appeal to existing wants rather than when they attempt to create new ones
People seek information when making important purchases and often do not rely on single sources Small purchases that may be affected by advertising messages lead to repeat purchases only if the product delivers the promised customer value The high failure rate of new products shows that companies are not able to control demand Our wants and values are influenced not only by marketers bu also by family, peer groups, religion, cultural background, and education Too Few Social Goods Business has been accused of overselling private goods at the expense of public goods As private goods increase, they require more public services that are usually not forthcoming The overselling of private goods results in “social costs” A way must be found to restore balance between private and public goods o One option is to make producers bear full social costs of their operations Ex: government is requiring automobile manufacturers to build cars with more efficient engines and better pollution-control system Automakers will raise their prices to cover the extra costs If buyers find the price of some cars too high, the producers of these cars will disappear Demand will move to those producers that can support the sum of the private and social costs o Second option is to make consumers pay the social costs Ex: many cities around the world are now charging “congestion
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- Spring '15
- Marketing, Companies, Marketers