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Critically Assess The Role Of Maketing

1042 words - 5 pages

C58FM - INTRODUCTION TO MARKETING'CRITICALLY ASSESS THE ROLE OF MARKETING'Submitted by: Natasha BlaszkSubmitted to: Mrs C Foxworthy-BowersDate: 8th October 2013BA Business ManagementBorders Business ProgrammeYear 2Heriot-Watt UniversityScottish Borders CampusIn the simplest form, marketing can be defined as '...the management process responsible for identifying, anticipating and satisfying consumer requirements profitably'. (Chartered Institute of Marketing, 2001) Marketing is therefore about finding and keeping customers. We all come into contact with marketing in our day to day lives, for example advertising on the radio while we drive to work or when adverts come up on the television when ...view middle of the document...

This rings true through customer communication, such as advertising and salespeople. This can cause serious problems when product claims are seen as misleading customers into believing a product can offer a certain level of value that, in fact, it cannot. This again, is the small minority of marketers who would use such tactics. The majority see that this type of action would lead to marketing failure as customers will not be satisfied and are likely not to return.Many who oppose marketing point out the impact marketing has on the environment. These issues include; the use of excessive, non-biodegradable packaging; the continual development of resource consuming products and the proliferation of unsightly and wasteful methods of promotions. However, marketers have begun to respond to these concerns by introducing "green marketing" campaigns that are not only intended to appease critics but also take advantage of potential business opportunities. For example, car manufacturers see opportunity by creating new fuel efficient hybrid vehicles and the possible introduction of a five pence charge for supermarket shopping bags in a bid to discourage their use. (BBC News, 2013)Some consumer advocates believe that digging deep into their buying behaviour crosses the line of what is considered private information. They are critical of the growing use of advanced technologies that allow marketers to gain access to customer shopping and information gathering habits. For instance, marketers can use computer techniques to track consumer activity on the Internet. Marketers can also track customers' offline purchase activity through, for example, when retail stores match sales transactions to individual shoppers. This is easy to do when customers use purchase cards for example Tesco Club cards, as part of the buying process. Nonetheless, Marketing Research is an important step in making good marketing decisions. The most valuable information deals with consumers' buying...

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