Role of marketing and the marketing management process
role of marketing and the marketing management process
My understanding of the role of marketing and the marketing management process is that they are business tools used to create consumer awareness and demand for products or services that the business can supply. Marketing tools are neither good nor bad; they are used by ethical and unethical people to promote and sell products to consumers. I also agree that many marketers encourage consumers to spend more than they should.
Products or services offered in a highly competitive market and or unnecessary market tend to employ more high-pressure sales tactics and unethical uses of marketing tactics than established or consumer commodity items. For example, the Verizon, AT&T, Dish TV, and Direct TV sales force will follow you through Sam’s Club or Costco’s to try and get you to switch carriers or buy their product. They need to create a need or sense of urgency to pressure you to make a snap decision that is very hard to get out after signing the contract.
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Order Paper NowAnother example of creating unnecessary needs and wants is the banking industry. Years ago credit cards were only issued if you were a good credit risk and the bank was generally assured you pay back the charges on the card. Today credit cards are handed out like candy to individuals who generally cannot pay them off every month and also to college students (with no income) to develop a habit of using them to continue to feed the instant gratification society we live in.
Although there are many “bad” uses of marketing I believe that most ethical companies do act as stated by the American Marketing Society, “…marketing management can be understood as “a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders,” (as cited by Finch, 2012, sect. 1.1).
Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.edu
