Why Marketing and Advertising Are Fundamentally Exploitative - Coursework Example

MARKETING AND ADVERTISING Name Professor Institution Course Date Yes Answer: Introduction Marketing refers to activities that are concerned with the buying and selling of services and or products. The activities that are involved in marketing are the ones such as sales, advertisement as well as delivery of goods and services to the consumers. Advertising is a way of marketing through communication that is aimed at persuading, encouraging or manipulating listeners, viewers, readers or a specific group in order for then to proceed with or engage in new actions. Exploitative refers to that which has the tendency to treat unfairly or victimize someone. It is believed that for marketing as well as advertising to be effective, they have got to be exploitative in one way or another (Thorson and Duffy, 2012). This is especially the case due to the result of their strategies. The formulation of marketing and advertising strategies that are consistent in not an easy task and it is even much more problematic to ensure that the strategies are successfully implemented. Conflicts arise when the targeted party or clients discover that they are actually being exploited rather than being offered the services that they would call advertising or marketing. As a result of this, it necessary for those involve in marketing and advertising to ensure the enforcement between advertising and marketing strategies and exploitation (Jorgensen, 2002). Marketing and Advertising are fundamentally exploitative Advertising and marketing, particularly marketing, basically operate in a manner that is exploitative and deceptive as well. This either takes place partially where the kind of ideas and techniques that are employed in in advertising and marketing strategies are either partially or wholly exploitative. The fact that advertising as a form of marketing leads to the undermining or weakening of the customer’s or targeted buyer’s autonomy of choice is just an indication that marketing as well as advertising have the fundamental role of being exploitative. This exploitative nature is usually targeting the most vulnerable customers who have little or no information at all regarding a certain brand that is being advertised (Applegate and Johnsen, 2007). The strategies that are employed in advertising are to some extent below the expected moral standards, where the sales and marketing management and personnel employs means that in some cases are perceived to be sexually attractive and appealing like using the women boding in the advertising of product that mainly focus on men as the main target market. This is a clear indication that advertising is essentially meant to be exploitative (Thorson and Duffy, 2012). This is so because advertising aims at playing about with human desires to guarantee its success and security in the marketing industry. It is agreeably true that to greater extent advertising and marketing strategies are exploitative to those whom they target. This can very well be explained by the fact that there is always competition from other marketers and therefore it is no longer about benefiting the targeted party but it is about ensuring that a business venture that is aimed at selling goods and services survives the competition and the prevailing market forces. Whenever advertising is directed towards the targeted market or individuals, it interferes to a larger extent with that person’s decision making capability in the sense that their self-esteem in making choices actually goes down. The issue of marketing brings about and largely contributes to the fact that most of the wants in human life are just resulting from influences that are mainly propagated through adverting measures (Callen, 2010). Conclusion In conclusion, marketing and advertising as a means of marketing may be fundamentally exploitative but the managers who are involved in marketing and advertising are faced with responsibilities of ensuring that a consolidation exists between the aims and objectives of a business on one hand and on the other hand looking for new advertising and marketing opportunities. The sales and marketing managers, understanding clearly the importance and the need to participate significantly and strongly in competition for clients, are torn in the midst of exploration and exploitation. Thus the implementation of the correct strategies is usually not an easy affair. The sales and marketing management in a business may strategize on marketing new services and products. Postscripts section It is the dilemma of the sales and marketing management in any business organization to establish the focus and aims of their marketing strategies and techniques .It is however not clear on ways and measures that can be taken in order to achieve a combination of strategies that are on one side aimed at ensuring that advertising and marketing is effectively done and on the other hand ensure that there exists a balance that is restrictive towards the exploitations that may be committed against the targeted customers. Previous research studies have been able to address this particular issue through the introduction of a plan that involves several kinds of skillful balance between the two aspects. No Answer: Introduction Most businesses with the focus on marketing and advertising are mostly encouraging the idea of creative and innovative ways of embracing of carrying out advertising and marketing while at the same time still maintaining its objectives. The field of marketing through advertising has experienced growth over the last decade to become a very significant component of business especially in the department of sales. This evident due to the fact that a lot of resources are employed in strategizing and executing the marketing techniques and procedures in attempts to ensure that a business gets to achieve its objectives. This happens while at the same time marketing and advertising measures are also viewed as measures that are meant to be informative and beneficial to the customers and targeted markets. The marketing and advertising measures are to some extent perceived as protecting the customers from exploitation due to lack of adequate information regarding the products and services at their disposal (Jorgensen, 2002). Marketing and Advertising are not fundamentally exploitative Marketing and advertising are not that exploitative as may be thought or regarded. This is because advertising is governed by the ethical principles without which advertising is supposed to be considered incomplete and as failed in meeting the tee quality expectation standards. Marketing and advertising are meant to observe the moral order principles and for this reason, the question of whether or not marketing and advertising are exploitative does not arise. Ethics in marketing and advertising profession demand the application moral order principles especially in the media domain. This essentially denies claims that marketing and advertising are meant to be exploitative (Callen, 2010). Marketing and advertising are not fundamentally exploitative due to the fact that, in the course on marketing and advertising the individual targeted is entitled to his or her freedom of choice. After all sorts of marketing and advertising have been done, the final decision with regard to choice of the products or services advertised remains with the targeted customer. In this marketing and advertising situation, the individual’s freedom is not taken away. Marketing is just a means of ensuring the making of a moral response that is authentic. It is focused and directed towards attempting to make persuasion and informing people regarding various available brands and nature of products and services that are at their disposal. The forms and techniques that are used in marketing and advertising are ideally expected to be performed or carried out in an environment that sows respect and safe guards the human freedom purposes (Vollmer and Precourt, 2008). Marketing and advertising have got the fundamental motive of seeking to lure the targeted people into making choices and rational actions with regard to the products and services that are available for them. The answer to the question that demand to know whether marketing and advertising are fundamentally exploitative is no because marketing and advertising in their primary motive, they are never designed with the intention to bring about deception to the target market and customers (Mooij, 2010). This does not happen at least not directly. This is because distortion of the truth as well as marketing and advertising techniques that are untrue does not last for a long time in the market before the customers and the targeted market discovers and when they discover then it can be very detrimental to the image and success of the business. In most cases, marketing and adverting strategies that succeed in the field of sales and marketing are the ones that operate within the confines of honest and ethical responsibilities. In competitions, they win a lot by offering information to people regarding the rationally desirable and available goods and services (Applegate and Johnsen, 2007). Conclusion In conclusion, marketing and advertising strategies should not be entirely regarded as being exploitative since it is clear that there are also benefits to customers and positive aspects that are associated with these strategies. Despite the interest that is increasing with regard to establishing the truth about the perceived exploitative nature of marketing and advertising, several researcher in the field of sales and marketing have been able to carry out investigations and research studies without really getting to unravel the exact information on this subject. However, part of the studies that are in existence today had given broad focus on the formulation and implementation of strategies that are employed in marketing and advertising in order to ensure their success. Postscripts section Sales and marketing managers are faced with the challenges as to whether to carry out marketing and advertising in a manner is going to be exploitative and be profitable or to just stick to the ethical requirements of advertising and marketing and make little impact in the marketing. References Applegate, E., & Johnsen, A. (2007). Cases in advertising and marketing management: Real situations for tomorrow's managers. Lanham: Rowman & Littlefield. Callen, B. (2010). Manager's guide to marketing, advertising, and publicity. New York: McGraw Hill. Jorgensen, A. S. (2002). The food service professionals guide to: 365 secrets revealed. Lauderhill, FL: Atlantic Publishing Group. Mooij, M. K. (2010). Global marketing and advertising: Understanding cultural paradoxes. Thorson, E., & Duffy, M. (2012). Advertising age: The principles of advertising and marketing communication at work. Mason, OH: South-Western Cengage Learning. Los Angeles: SAGE. Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing and media in an era of consumer control. New York: McGraw-Hill. Read More