Criticism of marketing
|
|
- For broader coverage of marketing itself, see the main marketing article.
Marketing can be broken down to a four-step process:
- Analyze and define the qualified universe of potential users or buyers
- Capture the attention of the intended buyers within the targeted universe
- Convince the prospects to accept the concepts or propositions being offered
- Convert the prospective buyer into an actual buyer by getting them to take the desired action
The "thing" being marketed is usually a product, service, brand, organization or ideal. The "subjects" are usually a targeted group based on age, sex, location or wealth. In each of the four steps, marketers' use mass media to facilitate their marketing efforts and influence the buyer decision processes. To some critics, marketers' ability to alter consumer behavior is powerful and frightening.
Critics acknowledge that marketing has legitimate uses in connecting goods and services to the consumers who want them. Critics also point out that marketing techniques have been used to achieve morally dubious ends by businesses, governments and criminals. Critics see a systemic social evil inherent in marketing (see No Logo, Bill Hicks, or Marxism). Marketing is accused of creating ruthless exploitation of both consumers and workers by treating people as commodities whose purpose is to consume.
Most marketers believe that marketing, like any other technology, is amoral; it can be used for good or evil, but the technique itself is not ameniable to ethical analysis.